The top 7 barriers to attribution and how to overcome them
A recent article by Martech Advisor stated that ‘In 2017, organizations will realize that attribution is not the panacea to their measurement problems’. ... read more
Data-Driven Marketing
The challenges of attribution: Which channel produces the highest ROI?
The consumers’ path to purchase has grown increasingly complex, with the vast majority of touchpoints occurring over multiple sessions and multiple marketing channels. So how can you effectively attribute value to each channel?
Making inroads into digital transformation with Scania: Insights from the Adobe Summit EMEA
In 2015, Swedish manufacturer Scania decided to overhaul their digital capabilities. Two years on, their Head of Online reveals the benefits and challenges of digital transformation, and provides some useful advice for brands in the same position.
May | Moving at the speed of flight: Kevin Krone, former CMO of Southwest Airlines
Kevin Krone, ClickZ’s Featured Digital Leader for May, talks about his 25-year rise through the ranks of Southwest Airlines: from intern to the company’s second ever CMO. He delves into the difficulties of keeping up with a rapidly-changing digital world, and which technological developments get him most excited for the future of marketing.
Three ways retailers can future-proof the checkout process
Ecommerce is constantly evolving. While bringing your checkout experience up to date is important, your strategy must also be ready to adapt to changing customer expectations. So how can retailers prepare their checkouts for the future?
Four takeaways from the Mastering the Art of Data-Driven Attribution webinar
ClickZ’s recent webinar on Mastering the Art of Data-Driven Attribution was a great reminder of the opportunities available for companies to make strides in this rapidly-evolving area of marketing.
Why data aggregation services will transform ecommerce
The growing accessibility of third-party data is changing the way retailers do business. But what does it mean for the future of ecommerce?
How deep learning is changing the game for both advertisers and consumers
Deep learning tools are the next major area of AI-based research, and it will spark a wave of future innovation in every industry – bringing a new era of marketing which both advertisers and end-users will benefit from.
Sears: The Holy Grail is marrying data, mobile, marketing and merchandising
“You cannot succeed in analytics and marketing unless they are central to business operations and are helping business answer the questions that will drive dollars to the top or bottom line,” says Kerem Tomak, Sears Chief Digital Marketing & Analytics Officer.
Dear Subscriber: Why you need to know about First-Person Marketing
Email marketing is nothing new, but as our ability to harness big data improves, so does email’s potential as a marketing channel. In this article, we discuss data-driven personalization, what it means for email marketing, and how to deliver 1:1 communications at scale.
