From Digital-First to Data-First

Brands operate in a marketplace where everyone and everything is connected. But the answer to gaining consumer attention isn’t about being digital-first. It’s about being data-first. Achieving brand success in 2019 means advancing from evermore digital marketing tactics to a customer-first mindset that encompasses the consumer journey in its totality to give people what they …

What a Data Management Platform Is… and Is Not

Frequently, we are asked if Signal’s marketing technology is a data management platform (DMP). It’s not. But we understand the confusion. As a data onboarding solution and identity resolution platform, Signal does manage data. Yet how we do it and what we do with it are very different than a DMP. Here, we clear it …

Forrester Now Tech: Identity Resolution

Identity resolution is the driving force behind modern marketing innovation. But before brands can begin identifying their customers across devices and channels, they must first identify the right identity vendor — a mounting challenge given the growing number of identity solution providers battling for marketers’ attention and their significant competitive differences. Forrester’s latest Now Tech …

White Paper: How to Survive and Thrive Under the GDPR

The General Data Protection Regulation (GDPR), which takes effect on May 25, 2018, harmonizes data privacy laws across Europe and impacts every company that touches the personal data of European Union residents. While the GDPR introduces significant changes for data security and compliance, it also compels marketers to forge new and stronger interactions with consumers …

Data Onboarding 101

  Data onboarding – the technical process of uploading offline customer data to the online environment to match with digital identifiers – made its ad-tech debut years ago. But with today’s increasing focus on identity-driven marketing, this critical capability is once again in the spotlight. As we now know, marketing is no longer just about …

Digital Marketing in 2017: Trends and Predictions

In the past few years, the focus of marketing has shifted from product-centric to customer-centric, from customer acquisition to retention and loyalty, and from individual transactions to the entire buyer journey. This has led marketers to reexamine the entire customer experience, seeking to create more streamlined, personalized and memorable interactions that will strengthen customer engagement, …