Predictive Marketing: What it Is & How to Leverage It

After months of working on a marketing campaign, nothing’s worse than realizing you aren’t seeing the results you expected. Unfortunately, many of us have been there. We’ve put all of our creative effort, time, and numerous resources into a campaign that sounded like a great idea, but had nowhere near the expected ROI or engagement. Then, on top of watching our project fail, we’ve had to deal with the awkward scenario of sharing bad performance data with our teams. No matter how hard you try, it’s impossible to know exactly how well a campaign will do before you run it. However,…

4 Data-Driven Ways to Create More Targeted Ad Campaigns

Digital marketing is undergoing a revolution. Agencies have more granular insight than ever before into how their campaigns are performing. The days of selecting media channels based on broad demographic data and relying on generalized ad impression numbers are over. Marketers can now target specific audiences across multiple devices and measure engagement on each touch point, building comprehensive roadmaps to conversion. They can confirm the right users are seeing digital ads and even serve websites that are customized to each user with dynamically generated content. The best part? Every engagement can be mapped to its respective touch point and measured….

24 Data-Backed Reasons to Personalize Your Marketing

When Larry Drebes, CEO of Janrain, set out to study online consumer experiences earlier this summer, he knew that relevant content would be at the forefront of consumer minds. We’ve seen for years that emails which are personalized to the recipient do better than their generic counterparts. But perhaps what he could not have anticipated was just how much consumers have come to expect personalization at every stage in their buying process. In truth, nearly three-fourths of respondents in the national poll expressed frustration at content that does not recognize them and adapt to their interests. “These results [indicate] that…

Gen Z enters adulthood and gains more and more purchasing power, it’s apparent that the age group is more hyper-connected to the internet than past generations. At this point, smart marketers have begun to discover how Gen Z’s technological influence makes them different from older age groups. They’re also noticing key generational behaviors that could change the way brands market to younger audiences. For example, Gen Z is more frugal than millennials, chooses practicality over customer experience, has less brand loyalty than past generations, and — oddly enough — prefers real-life conversation to social media chatter. Aside from the differences…