Alan Schulman, VP of global integrated marketing and brand content at SapientNitro, gives iMedia's Bethany Simpson an inside look at why he thinks this company will be critical to the future of online marketing and brands' own digital user interfaces. Will your developers be ready?
The news app market is becoming increasingly saturated. It seems like every month there is a new, dynamic, informative, and authoritative news service available to app users. For this reason it is becoming far more difficult for a news app to grow its brand and visibility. Despite these issues, if the news app marketers use their user metrics carefully and strategically, then it is possible to exponentially increase the effectiveness of their marketing campaigns and popularity of said app.
Before we continue, just to be clear, "metrics" or "insights" are essentially data that tells an app developer a little bit about their apps' users and the way they are engaging with their service.
Now, let's take a look at the five top user metrics that news app developers can make use of to further expand and engage their user base.
The simplest of metrics that can be used to identify segmentations of your user base is basic demographics. Who is using your app? Which age bracket are they part of? Which operating system are they using? What location are your users in? Are they using smart phones or tablets? All of these questions can help identify new key advertising strategies for the app developer to explore. Never underestimate the power of these simplest of metrics.
Another type of metric which is often overlooked is in identifying the most used and underused aspects of your app. This helps you calculate where your users are spending the most time. Specifically for a news app, it is important that developers understand which category of news is being most widely used. For example, you may have a sports section, or a political commentary section, or perhaps even an entertainment news section -- knowing where your user base is spending most of its time can allow you to more specifically either cater your content to that type of news, or work on the areas which are being most overlooked.
The hardest part of developing a news app is not amassing a large number of downloads, but rather to have users engage properly with your content. If you are an advertiser and you wish to make money from the revenue brought about by the visitors who are using your app, this can only really be done when there is active engagement taking place. A one-time visit just will not cut it. By "engagement," we mean when a user comments or views in more than just one part of the app, or uses it more than once. A large percentage of app users in fact only ever use most apps once to try them out, never returning to them later. If your news app is gaining users but they quickly drop off then you can identify that the problem is engaging those who download your app. Since the typical revenue model for a news app is in-app advertisement -- similar to the online revenue model -- the more page views you produce, the more you are able to generate in revenue.
One way to measure the success of your app is in the number of referrals to it. If you see a wide network of websites that are pointing to your app then you know that your news app has a successful level of brand penetration. If, however, from your metrics you can see that only a small number of sources are pointing to your app, then you know this is something that you will need to work on. The power of back linking and mentions in the blogosphere to push sales cannot be underestimated.
Finally, it is important that you understand how your users are accessing and navigating around your app. Again, if there are different sections of your app, then metrics, which allow you to see how your users are navigating from within the app, will let you know how easily specific sections can be found. It will also inform you as to which sections need to be made more prominent and which sections are working just fine. For a news app to be truly successful, it's important that the different sections and the different types of news are all well represented and have specific audiences attached to them. Assessing flow will allow you to redesign and tweak your design for a better user experience. Good user experience equals good word of mouth, and that leads to more users.
There are other types of metrics and insight data that can be used to better understand your app's audience and user base. The above five, however, will get you started and should make sure you're always paying attention to the way your app is being used and by whom. Any app developer or mobile app marketer who continually assesses metric data will have the chance to adapt to changes in their audience, while improving the efficiency of the app itself.
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Marketers are well aware of the ever-expanding value of social media. The finer details of the future may be foggy: Which social media networks will prove staying power? Which ones will fizzle out? What's the next big thing? But one thing is for sure: Social media and marketing have got a good thing going.
But it's easy to look at the big picture with rose-colored glasses -- it's even easier to make vague commentary about the encouraging state of the industry. As marketers are concerned with the stability of accounts and careers, it's important to consider the potential risks of the social media suffusion.
Social media accounts tend to contain small amounts of personal information. While these bits and pieces might be perfectly harmless on their own, an overflow of sensitive information may result in a full-on security breach for a marketing team.
The eradication of privacy is a timely topic in just about every news outlet. Regardless of where you stand on the issue, there's no denying that social media is a big contributor to the increasingly transparent format of info sharing -- both for public and private data.
The public eye is privy to so much more than it was even ten years ago. Fortunately, social media marketers have the power to set a tone of responsibility and discretion in accessing data. Leading by example, social media marketers can set the tone for responsible online behavior.
Security experts will give you surface-level advice about consolidating your accounts and securing your machines. For example look at this blog post. Notice a resemblance? They're good tips, but there's so much more to it if you're responsible for a brand or organization. It's not just your mommy blog or parody Twitter account you're representing. It's an entire entity -- one that's much bigger than you alone.
Erring on either of these can be costly. Cell phone theft is rising nationwide. Phones are one the easiest, most accessible targets for thieves. Between back pockets and knapsacks, criminals don't have to look high and low to find them. Make sure you're particularly careful about where you place your mobile device. And it's also a smart idea to turn off auto login features -- even if you habitually check a business account on your phone.
Privacy settings are all too commonly ignored. Companies and personal users alike are all too quick to trust a social network's discretion when it comes to sharing information. Be scrupulous and tailor privacy to your liking. No one wants to end up like one of these guys.
Stacey Waxman is a freelance writer.
On Twitter? Follow iMedia Connection at @iMediaTweet.
The beginning of content marketing is content strategy, a governance structure that addresses why content is being created, what goals it addresses, and how, tactically, that content will be created, produced, and disseminated.
Content strategy is essential. It strips away tactics and bright shiny objects ("We need a Facebook page/Instagram/Tumblr/Vine account! All the cool kids have one!"), and it addresses the essential questions: Why and how?
Yet there's an additional and very essential element of content strategy that's much less discussed, albeit no less important than well crafted and well reasoned goals. The very best, most successful, and essentially most sustainable content strategies all center around a big idea.
Take IBM. IBM is a huge, multifaceted, global conglomerate offering a broad palette of products and services. What big idea could possibly unify its diverse offering? Simple (but smart): Smarter Planet. If you look at the initiative's home page, you'll immediately see the Smarter Planet idea easily encompasses every industry vertical, global territory, channel, and capability that IBM offers -- or serves.
As diversified and complex as IBM may be, the company seems almost one-track when compared to a conglomerate like GE. From transformers to light bulbs, media to microwaves, commercial lending and power grid infrastructure, how can all this possibly be united under the governing principle of a big idea?
It can: Ecomagination. The concept works for B2B, B2C, home appliances, and municipal water supplies. Ecomagination is the concept that GE content ladders up to and is accountable to. It's no abstraction. Ecomagination is clearly defined by the company: "Ecomagination is GE's commitment to build innovative solutions for today's environmental challenges while driving economic growth."
The big idea is way, way too big to belong to the content team alone, or the social media group, or communications. The big idea is (yet another) big reason -- particularly in an era of converged media -- for smashing silos. Every marketing message must incorporate, address, and answer to the big idea. It's therefore the responsibility of every marketing division to arrive at what the big idea is, and to effectively communicate it to all internal and external stakeholders.
Once the big idea is in place, content creation becomes much easier. The big idea provides a framework to address. It's a beacon -- a sense of direction and purpose for all content and messaging.
A big idea is by definition extremely broad in scope. If it wasn't, it couldn't possibly accommodate all that an IBM or a GE has to offer. But at the same time, it's inspirational, aspirational, unifying, and clear. It's almost a mission statement distilled to its very essence.
As part of my research as an analyst, I'd love to begin collecting examples of the most stellar big ideas that govern content marketing. Let me know what your organization is using as a concept to unify content across all communication points, products, services, and channels.
And if you don't have one? Then it's high time to begin the ideation process.
On Twitter? Follow iMedia Connection at @iMediaTweet.
Traditional radio has always dominated in-car entertainment. However, if Pandora has its way, all of that is about to change.
Image source here.
The world's leading streaming audio service is ambitious about its prospects, especially when it comes to emerging markets. Connected cars are one of them. Soon, all cars will not only be connected to the cloud, but might also be Wi-Fi hotspots. Cars are quickly turning into another device that consumers own, like smartphones, tablets, and laptops. The automobile industry is embracing digital, and it's creating massive opportunities for brands.
Pandora is one company that is salivating over the prospects presented by this trend. Imagine if a car operated like your iPhone and you could download apps (or have them natively implemented) and control your content experience on the go. According to Heidi Browning, SVP of strategic solutions for Pandora, this has been square in the company's vision since day one. Pandora exists to disrupt radio. Radio is easy, free, and ubiquitous. Pandora's goal is to be just as easy, free, and ubiquitous as radio. That's why Pandora is so bullish about being incorporated into connected cars. The company has already accomplished this on a multitude of other devices. According to Heidi Browning, the connected car is the last and biggest frontier.
At The Relevancy Group, we spend a lot of time helping clients manage the increasingly complex process around RFPs for new marketing technology partners, particularly in the email marketing space. This has given us a very unique perspective on the process of pitching for business and the pitfalls that can trip up a vendor at every stage of it.
Whether you are an enterprise provider pitching a Fortune 500 prospect or are looking to serve the small or midmarket segments, the same universal truths apply when in the RFP process. So as a public service to all our friends in the ESP space, this month I offer you the three universal truths of all email RFPs -- ones that actually apply to all marketing technology RFPs.
Managing an RFP process obviously means disappointing many very capable candidates at different points. There can only be one winner after all. At each phase of the process, candidates are eliminated, and we try to provide them with constructive feedback. And despite their disappointment, by and large the vendors are gracious and very professional in their response.
However, in some of our client engagements, there's the vendor who didn't even make the cut to be included in the RFP and yet has a close relationship with someone in senior management. And that vendor uses that relationship to get imposed on the process, sometimes when it's already well down the road.
Before your company does this, here are some things you should consider:
There are very good reasons you weren't included in the first place. Those reasons will invariably surface during the process, as the methodology we use is very objective and based on unbiased scorecards. It's not that we don't know enough about your company; it's that we know enough about your company to have decided it's not a good fit in this particular RFP.
You're not winning any friends when you crash the party. Your party-crashing going to extend the length of the process for the client and give him or her the added pressure of having to deal with executive management oversight of the project. As for The Relevancy Group, we manage a lot of RFPs -- not just the one you've decided to crash.
I have written about this before, but I'm going to say it again: Email marketing (and marketing technology in general) is a service business, and our clients want to get comfortable with the team with whom they would work if they award you the business. In The Relevancy Group's recently completed "ESP Buyers Guide" (you can get a free excerpt here), we found that the quality of the people is as important in selecting a new ESP as are the features and functionality of the platform, particularly at the enterprise level. It's extremely difficult to make a pure platform play these days.
But in far too many RFP presentations, the ESP team is comprised of sales leads, sales engineers, implementation specialists, etc. And maybe one person who will actually be part of the team managing the business. Making matters worse, of the seven or eight people presenting, only one is a woman. Some of the smartest people with whom I've ever worked just happen to be women!
If you take anything away from this at all, it should be this: 100 percent of the time, the decision makers at the prospect are going to include women -- 100 percent of the time. So include women and the people who will manage the business in your presentations. Ideally they are one and the same. Lastly, one salesperson should do it. That's getting harder these days because of the purchases of ESPs by the likes of Adobe, Oracle, Teradata, Salesforce.com, etc. Having lived through the purchase of Digital Impact by Acxiom back in 2005, I know how difficult keeping it to one or two salespeople can be. The "mother ship" (as we referred to Acxiom back in the day) wants at least one of its salespeople in all the opportunities along with the team from the ESP. After all, one of the reasons to buy an ESP is to have another entry point into prospects. But there's no upside for the prospect during an RFP to have two or more salespeople involved. And it can confuse the daylights out of us as well. We often end up not knowing with whom we should be speaking.
Ignore those different needs at your peril. There's usually one or two critical features on which an RFP turns -- features that in all likelihood are unique to that marketer. So vendors that stick to a playbook and script often don't recognize the importance that a prospect puts on a particular feature. Or they do pick up on it, and rather than address it, they try to hide the fact that they have an inelegant solution for that need by shifting the focus to something else.
Recognizing these inflection points in an RFP process requires excellent listening skills on the part of the ESP's team. And if your platform doesn't address the requirement, it's even more critical that you get ahead of that fact. Don't try to ignore it and move on. We advise vendors to acknowledge when their ability to address a specific requirement misses the mark. At this point, they should outline a roadmap to solve the problem, while also emphasizing how their platform is superior in handling the remainder of the requirements specific to that marketer. Merely saying "we're the best," "we are winning the most business," or "we invest the most money in our platform" is not a winning strategy at this point in the RFP.
Prevailing in any RFP takes a lot of work, a bit of luck, and a good product. Even so, if you are honest with yourself, no matter how good your team and platform might be, you're not going to win every time. But you can certainly improve your odds of winning if you follow the advice we've included here. And even a small uptick in your win rate will mean a lot more revenue over time!
On Twitter? Follow iMedia Connection at @iMediaTweet.
It is in the spirit of International Women's Day, Saturday, March 8, 2014, that I write this article. For many readers this may not come as a surprise, but men and women think differently. I don't have to go beyond my own marriage for an example. It's not often that I ask my husband to change a light bulb. I'd do it myself if I had a workman's ladder that could fit in my apartment (not to mention my husband is 6'4" without heels). His typical answer, said with sincerity and without mockery: "Do you want me to do it now?" After 23 years of marriage I've developed a sense of humor: "No, I want you to do it next year, but I'm asking now so you can put it on your to do list."
Neurologists and psychologists have been grappling with the differences between how men and women think and behave for centuries. In researching for this article I've read countless articles about how men's and women's brains are wired differently. A recent study by researchers at the University of Pennsylvania states, "In one brain region, women have more connections between left and right hemispheres, and men within hemispheres, while in another brain region, it is the other way around." The researchers go on to say, "This may explain, for example, why on average men are better at learning and performing single tasks, such as cycling or navigating [obviously not changing light bulbs], while women tend to be better at multitasking and problem-solving in group situations."
In taking a closer look at today's work dynamics, I asked women at the C-suite level what they thought were the differences between the sexes in the workplace.
Lili Mahlab, EVP of Frontline Marketing, thinks that "often men in leadership positions tend to exude a lot of confidence." Mahlab added, "It's their confident attitude, especially when speaking in front of an audience that wins clients' and colleagues' respect." Conversely, Mahlab talked about a female sales person on her team, who is somewhat hesitant when presenting. Mahlab coaches this salesperson to be more self-confident in order for her to elevate her sales wins. "People trust self-assured people," stated Mahlab.
According to researchers, men are better at dealing with the facts and tend to be more set in their ways. That means men may be quicker on the perception-action path, while women are better at integrating the analytic side of the brain with the intuitive and social side. Women excel at tasks that involve both logical and intuitive thinking. Mahlab said, "Women are often better listeners and tend to pick up more body language and voice inflection cues, which allow them to 'course correct' during a meeting."
As an executive recruiter and consultant, I have found that people, both men and women, often stereotype. Mahlab chucked and told me, "It's hilarious when I go into a meeting with a male colleague and the people we are meeting think he's my boss -- that is until I open my mouth." But what really galls this successful female executive is that often people tend to direct the conversation to the men in the room rather than the women.
Many of my clients, both men and women, often tell me that women have a better ability to collaborate in business. Relating a story from her past, Soche Picard, EVP, group account director at Geometry Global spoke about working at a large holding company. The company had a long standing relationship with a Fortune 100 company who sponsored the Olympics ever year. One particular year, the company had the opportunity to bring together a number of its agencies under one platform for its client. Picard was tasked to "rally the troops by bringing the agencies together." The concern for Picard was dealing with big egos in many of the agencies. "I know that I had to check my own ego at the door for the greater good. I had to understand the psychology of all the different players and how they could work together as a team."
Many women that I've worked with over the years have worked in predominantly male organizations. Mentally, women have the ability to get down to completing the tasks without their egos getting in the way. "What I've observed," stated Picard, "is that women tend to listen first before reacting. Men lean towards the inverse. And, in my experience in this business, being an effective listener is a key attribute to being a strong leader -- internally and externally."
Chris Bart, a McMaster University business professor, and his research partner, Greg McQueen, administered a test to help board members assess their decision-making skills, as part of a training program. Here are some of their findings:
Increasingly, innate and beneficial gender differences are being used to build business. Yes, men and women are different. It is diversity of thought and behavior that savvy leaders seek when building their businesses. It's about tapping the best candidate pools and ensuring retention of star employees. Smart leaders understand that men and women bring different skills to the table.
For more than 100 years, International Women's Day has celebrated the social, political, and economic achievements of women while focusing world attention on areas requiring further action. This year, the theme of International Women's Day is "Inspiring Change," and the organization is calling for greater awareness of women's equality, more women in senior leadership roles, equal recognition of women in the arts, growth of female-owned businesses, increased financial independence of women, more women in science, technology, engineering, and math, and a fairer recognition of women in sports.
It may still be a man's world, but women are making slow but steady progress finding their place at the table in corporate executive suites across the nation.
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"Man and woman head silhouette with gender symbols" image via Shutterstock.
While the internet isn't really owned by any one person or organization, Google certainly has a lot to say about what you've got to do to succeed there.
For several years now, Google has been tweaking its search algorithms to weed out thin websites, spammers, and those engaging in black-hat SEO techniques. Essentially, those who aren't providing anything of real value or any kind of useful information are going to have a harder time getting ranked high (or at all) than those who are trying to provide high-quality content.
So, if you have a website and you're wanting to get it ranked, one of the best things you can do is to stop worrying about being ranked.
Or at least don't let that be your primary motivator. Website admins and bloggers need to understand Google's basic objective: to provide useful information to as many people as possible. If we get that and our site helps them achieve that goal, then page rank will happen.
That means regardless of where you stand with Google, providing the online community with real value should be your ultimate goal.
At the same time, there are some practical and acceptable ways to improve your reputation with Google and net yourself a high search engine results page (SERP) for certain keywords.
Aside from your content, here's what to keep in mind:
Online marketing has brought a completely new set of rules to the business and advertising world. Whether you run a blog, a simple website where you're selling a product or you admin a business' website, it pays to know these new marketing strategies and put them into practice.
Once again, content is the central issue.
How you reach people with that content is up to you and your own schedule, yet the principles are still the same and you need to know what they are in today's online marketing world.
Site navigation has nothing to do with a sitemap (which means something entirely different than what we're discussing here), so get that out of your mind.
The term is simply used to refer to how a user finds their way through a series of web pages and the content within those pages.
As you might expect, the easier things are for the user, the better off you'll be.
It's unclear exactly how Google measures this, but they do keep track of something called "bounce rate." Your site's bounce rate is a percentage, say 75 percent, which refers to the number of people who see your site and then leave without clicking through to another page.
That alone is bad for your rankings, so make sure your site is simple and easy to navigate.
This is about going beyond the realm of SEO and embracing an "all-of-the-above" type of approach.
Traditional marketing, social, guest blogging and networking for building connections and friendships should all be a part of your digital footprint.
In today's web design lingo, "responsive" has become an incredibly important term to be familiar with.
It refers to a web design strategy that accounts for your page being displayed in browsers across all platforms; namely laptops, tablets, and smartphones.
The difficulty here is that HTML and CSS tends to render differently on different browsers and devices, so there's definitely some testing that needs to take place, even if your website looks great on Firefox running off of your laptop.
However, striving for an optimal and excellent web design means you'll cover this in a thorough manner.
Understanding what people do when they get to your site and what they want to accomplish should have a lot to say about how you structure your layout.
Information should be quickly accessible and easy to navigate, while at the same time keeping things simple enough (avoiding over-optimizing) and user-friendly.
Ultimately, your site needs to be about the people who visit it and not the way Google is ranking you in search results.
It's tough, because the goal of any business (online or otherwise) is to get plenty of traffic and leads. However, the best way to get that traffic is to concentrate on providing something worth showing up and sticking around for.
Camille McClane is a freelance writer and online entrepreneur living in Southern California.
On Twitter? Follow iMedia Connection at @iMediaTweet.
"There is nothing so useless as doing efficiently what should not be done at all." -Peter Drucker, management consultant, educator, and author
Why is this quote so meaningful when it comes to content marketing? Because content marketers have become manic content creators. So manic in fact that they are overloading their readers and exhausting their resources. Efficient? Yes. But extremely redundant according to Kyle Lacy, senior manager of content marketing and research at ExactTarget. According to him, content marketers are not breaking up their content the way they should be. If you have a good idea, or subject matter that you want to cover that is extremely meaningful to your readers, don't throw it out all at once. Break it up among video, social, articles, and images. The variety will give your brand an impressive look, and it will drive your point home more effectively to more people. Don't feel like you need to create new stuff constantly. Take your time. You have the ability to efficiently push out new content on a constant basis, but perhaps it shouldn't be done.
Kyle Lacy speaks to iMedia's Bethany Simpson about why this quote is so important to keep in mind in the content marketing space, and why brands should be breaking up their content in multiple forms to reach more people with a higher impact.
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"Illustration depicting graffiti on a brick wall with a hopeless concept" image via Shutterstock.
Do you know many 20-somethings who own a RV? How about any Millennials (the generation that is fanatical about wealth) who think it's a good idea to accumulate colossal debt for a depreciating asset? Neither do I.
But that's not what many data mining services would have me believe. Perhaps it's because data brokers know that I like to travel based on my web browsing and purchase history. Or perhaps some third-party cookie data showed that I browsed for luxury goods recently, and thus inferred that I must be fabulously wealthy.
Whatever the reason, this much is clear: Marketers have created a temple that needs to be torn down. For more than a decade, data from third-party browser cookies have told brands and advertisers who their consumers are -- poorly. The result is rampant mistargeting of content and offers, which has understandably left consumers fed up. Nearly half of consumers will ignore a brand after being targeted with irrelevant content just twice.
When Acxiom recently created a way for consumers to see exactly what information is tracked about them, many were surprised to see just how inaccurate our consumer profiles really are. And yet marketers continue to pay for access to this information, and we rely on it to inform our segmentation and targeting strategies.
No wonder that ad for RV accessories keeps showing up. If I actually owned one, these ads would be relevant, and possibly even useful to me. Maybe our targeting algorithms aren't broken after all -- maybe we just need better data.
With web browsers and regulations cracking down on third-party tracking cookies, marketers are suddenly scrambling to determine how to identify their consumers and target them with personalized, relevant content. As new ways to collect both demographic and psychographic customer profile data have emerged, marketers now have much better ways of segmenting their customers and targeting them using more accurate first-party data -- data that brands collect and store on their own, as opposed to data purchased from third-party sources.
Big players like Pandora, Facebook, Google, and Microsoft were quick to recognize this tectonic shift in how we can track consumers, and they are rapidly adjusting strategy. The information consumers provide via registration or account creation, coupled with the ability to tie their behaviors across devices to a single customer, makes login data the new cookie. What cookie-based data lacks in accuracy, it certainly makes up for in scale since not every visitor will log in. But, what login data may lack in scale, it certainly makes up for in accuracy and quality.
The term "holy grail" gets thrown around far too often in marketing circles, but at the risk of introducing hyperbole, psychographics are fundamentally what marketers want to know about our customers. Right? We want to know what consumers like, their interests, and how they think. But psychographic data is like unobtanium -- everyone covets it, but except for complex inferences based on predictive modeling or surveys plagued by low response rates, it's always been hard to get.
Think about it. These days, we employ expensive analysis on clickstream behavioral data, or we buy third-party data, just so we can make guesses about what consumers like and how they think. What if there was a better way? What if you could just ask consumers for permission to this information, and they gave it to you?
Thankfully, there are technologies that make this possible. Social login, for example, lets brands access customer profile data with permission from the consumer. People are maintaining a lot of detailed information about themselves on social networks including demographics, hobbies and interests, favorite books, music, movies, TV shows, sports, and more.
And because this information is visible to our friends, it is much more accurate than third-party data or data inferred from browsing behavior. Let's just say that you won't find any pictures of my RV on my Facebook profile.
Just how valuable is this type of psychographic data for brands that want to remain relevant? One music label saw the number of people who read and take action on its emails improve by 600 percent after it began segmenting consumers and targeting them with artist recommendations, album releases, and upcoming concerts, all based on the music interests declared within their social network profiles.
A news media publisher increased the CPM rates it was able to charge by 20 percent, all by gaining the ability to segment its audience based on declared interests from user profiles. If an advertiser knows exactly who it is targeting, it will pay more money to publishers in order to reach those consumers.
Shopycat, a product discovery site created by Walmart Labs, recommends products to shoppers based on their Facebook "likes." So, if you're a comedy enthusiast and a fan of Bradley Cooper on Facebook, and you agree to share some of your social profile information with Shopycat, you may see a recommendation for The Hangover Part III instead of that new historical biopic about Hannah Arendt.
As they used to say (a long time ago), you can't make a silk purse out of a sow's ear. Similarly, marketers can't solve their mistargeting problems when they are relying on bad data. Ad tech has improved rapidly during the past decade, and marketing teams are full of smarter and more creative talent than ever before. By building customer profiles using the right data, marketers can survive the cookiepocalypse and remain relevant in the minds of their target consumers.
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