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Forward Thinking

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Reframe your thinking about the beacon opportunity

…statistically significant attribution solutions, or being able to measure that digital campaigns resulted in actual foot traffic. (If you don’t think every major tech company is racing toward an attribution solution, I submit Snap’s purchase of Placed as Exhibit 1.) The challenge with GPS data,…

Why Tag Management Is The Way Forward In 2016

…TMS is practically a prerequisite to managing analytics efficiently, and ultimately to deriving serious value from analytics at all. This got me thinking — if a TMS is so important, why aren’t more of the leading retailers using it? Clearly, many organizations are still concluding that the costs (or…

CMO audit series, Part 3: Media channels (it’s not what you think)

…connection; and consumers became more and more focused around imagery, videos and photos, and not just flat text ads. I could keep going, but I think you get the point. While all this change took place, marketers tried to adapt to pieces of the change, but wholesale adaptation was almost impossible.…

7 shared traits of CMOs that thrive in the martech age

…their footing, a rare breed of exceptionally successful CMOs have excelled. They’re excited, not intimidated, by new martech possibilities. Forward thinking and progressive, these most successful of the modern day CMOs love a data challenge they can really sink their teeth into. Here are a few of…

Conductor CEO Besmertnik discusses vision of ‘ethical marketing’

…online advertising industry has not worked. And what is the role of legislation or regulation in your thinking about ethical marketing practices? Should the industry be regulated? SB: I think we’re making strides in improving our practices, but we still have a ways to go. There are definitely still…

How to bridge the gap between brand and direct response marketing

…be comfortable with that. Thinking differently with new metrics New answers require experimentation. We know that our existing well of solutions doesn’t adequately connect brand and DR, so it’s time to let go of our security blanket of comfy cozy metrics and think about how to do it differently.…

Beyond the AI hype: AI is here and now, and adoption is rising

There is no doubt that AI is the topic that is going to dominate 2018 – I think we can all agree on that. According to IDC, the adoption of cognitive systems and AI will drive worldwide revenues from nearly $8 billion in 2016 to more than $47 billion in 2020. However, much of what I see in the news…

Marketing Funnels And Buyer Journeys: What Are We Arguing About?

…Exist The marketing funnel may have received such a negative reputation because of the challenges marketers face when following it. While I don’t think we can toss the funnel out the window for the reasons already noted, I also recognize that it isn’t perfect. A few challenges to reaping value from…

Martech enablement series: Part 4 — Building the team

…to meeting and exceeding our customer expectations by providing them the right content at the right time.” It’s this type of insight and visionary thinking from CEOs that enables CMOs to rapidly take advantage of martech enablement. Other times, the CEO may be unaware of the changes in marketing and…


Related Content: Team Structure

Accelerating your AI journey — 5 steps to get CMOs started

The Artificial Intelligence (AI) wave is rolling across the industry and, for CMOs who intend to stay two steps ahead of their competition, now is the time to get started with this new capability. As the focus of the Chief Marketing Officer shifts toward customer-centric, data-driven and…

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