DMP Integration: Data-Driven Business for Publishers

The radical reduction in the availability of third-party data means fewer possibilities for behavioral targeting and a drop in advertising revenues for many media owners. To offset the losses, publishers need to think of new ways to approach user data. Hiring the data management platform can be a way out. Within the next two years, the advertising market will phase out third-party cookies, which will alter the traditional model of targeting users, managing ad spaces,

Somewhere Between SPAM and Creepy Lies Transparency

Recent weeks have been eye-opening for me regarding the data scandals reported in mainstream news. I’ve honestly been taken aback by many of my peers in the industry and their knee-jerk reaction and response to how Facebook data was harvested and utilized for political purposes during the most recent campaign. Some History on Presidential Campaigns and Data: 2008 – I had an amazing conversation with a data engineer from President Obama’s first campaign who shared

Baking in “Intelligence” to Drive-to-Web Campaigns

The modern “drive to web” campaign is much more than simply pushing consumers to a linked landing page. It’s leveraging technology and marketing software which is ever-evolving, and understanding how to create dynamic and personalized campaigns that produce web results. A Shift in Focus An advantage that an advanced agency such as Hawthorne holds is the ability to look not only at analytics, but also to consider the overall user experience and engagement. This is

From Personalization to High-Definition Emotional Intelligence

People with high emotional intelligence (EQ) are well liked, show strong performance and are generally more successful. They are emphatic and have good social skills: they show an awareness of the feelings of others and manifest this awareness in their words and actions. They can find common ground with a wide range of people and nurture relationships that go beyond just friendliness and the ability to get along. They achieve this by noticing and analyzing

Marketing Segmentation Challenges and Opportunities

Customers expect a personalized experience and marketers are clearly seeing the opportunity on marketing segmentation and personalization. In fact, . Personalized emails drive 6 times the response rate over generic emails and a solid personalization strategy across channels can deliver 5 to 8 times the ROI on marketing spend. What is Market Segmentation Segmentation is the process of subdividing your customer-base or prospective market into defined groups that have common demographics, needs, interests, priorities, and/or