Patience Is a Virtue… Except When It Comes to Data Onboarding

For marketers, the ability to onboard data from your offline sources, such as a CRM, is a critical step towards ensuring advertising campaigns are efficiently reaching their intended audience and driving conversion. However, if your brand’s chosen adtech vendor’s onboarding and activation process takes too long, you run the risk of serving irrelevant ads and …

Identity resolution is a market of two — with one clear choice

Identity continues to attract attention — and investment. U.S. marketers are responding to surging consumer demand for highly personalized, contextually relevant customer experiences by spending close to $900 million this year on services and solutions dedicated to solving identity resolution — a sum expected to triple to $2.6 billion in 2022 — according to researcher …

How Stop-and-Go Onboarding Goes Off the Rails

Note: This post originally appeared on The Drum. Given the breakneck speed at which new engagement channels emerge and the dubious incentives that drive manufactured scale and reach, it’s no wonder that the ad tech world is notorious for over-promising and under-delivering. The latest example of waving the “Mission Accomplished” banner too soon is happening …

5 Powerful CRM Trends All Marketers Need to Know

Customer Relationship Management – or CRM – hasn’t always been referred to that way. In fact, the concept of CRM marketing originally began with marketers recording their sales and customer relationship history manually using a pen and paper. By the early 1990’s, software was developed that enabled sales teams to make their processes more efficient …

Marketing to People: What Advertisers Need to Know About Bringing Offline Data Online

Today’s advertisers want to reach real people, in real time, who are interested in their brand. This goal is clear, but it’s difficult to achieve. To accomplish this vision, known as people-based marketing, marketers must unlock the full potential of their first-party data. And that means marketers need a fast, simple and transparent way to …

Much Ado About Data Onboarding: A Key to Real-Time, People-Based Marketing

A version of this post originally appeared in Marketing Land. Much has been made about Google’s custom audiences solution, which was announced recently at Advertising Week. With this new solution, advertisers can upload their email lists to Google to target customers and lookalike prospects with ads across the company’s properties. Reaction from the industry has ranged …