Marketing @ work
212 views | +0 today
Follow
Marketing @ work
About marketing effectiveness, marketing ROI, marketing mix modelling and how marketing succeeds (or fails) in demonstrating its contribution
Curated by Emmanuel Klotz
Your new post is loading...
Your new post is loading...
Scooped by Emmanuel Klotz
Scoop.it!

The How and Why of PR Attribution - AirPR

The How and Why of PR Attribution - AirPR | Marketing @ work | Scoop.it
The CTO of a PR technology company explains the power of PR attribution. Learn how to leverage PR attribution as a valuable part of your marketing mix.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Advertisers Beware: Your Retargeting Attribution May Be Flawed

Advertisers Beware: Your Retargeting Attribution May Be Flawed | Marketing @ work | Scoop.it
Is your retargeting solution truly effective? The answer to that question is not always clear. While many solutions may claim to drive sales, a black-box approach and lack of in-depth reportin
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

The Dual-Brain CMO: Integrating The Art And Science Of 21st Century Marketing

The Dual-Brain CMO: Integrating The Art And Science Of 21st Century Marketing | Marketing @ work | Scoop.it
The fact is, marketing at its best is about creating remarkable connections between people and brands, and nobody wants to feel like a data point.
more...
No comment yet.
Rescooped by Emmanuel Klotz from The MarTech Digest
Scoop.it!

Why artificial intelligence is stuck in the backseat - TNW

Why artificial intelligence is stuck in the backseat - TNW | Marketing @ work | Scoop.it
Here are three reasons A.I. is stuck in the backseat (and how to get it out):

Wrong emphasis

“Behind A.I. is some kind of machine learning, which has an incredible impact on the actual value output of the program,” explains Vijay Chittoor, a thought leader in marketing A.I. and the founder and CEO of BlueShift. “This is especially true in marketing. 

Think bigger

“When you put A.I. in the driver seat in marketing, you are able to remove marketers from the role of button pushing,” Chittoor explains. 

Goldrush mentality

In the rush to release an A.I.-something, many companies have simply developed gimmicks. Focus on quality and the real value of A.I. was missing. Only a select handful of companies – in the B2B or B2C space – have A.I. platforms that merit the hype. 

Via CYDigital
more...
CYDigital's curator insight, September 4, 2017 10:26 PM

Marketers should be removed not only from button pushing, but setting up the button pushing process.

 

Let marketingIO create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us. #MarTech #DigitalMarketing

Scooped by Emmanuel Klotz
Scoop.it!

Marketing Evolution Is Failing In The C-Suite

Marketing Evolution Is Failing In The C-Suite | Marketing @ work | Scoop.it
Marketing must evolve, and comfort must be left in the rearview. The way things have always been done isn't the way they should be done going forward. Unless you believe the consumer landscape hasn't changed in the past 5-10 years. Oh, and in case yo...
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Oracle and Forrester Study Demonstrates Business Impact of Modern Marketing Best Practices

Oracle and Forrester Study Demonstrates Business Impact of Modern Marketing Best Practices | Marketing @ work | Scoop.it
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

The top four applications of Big Data in marketing

The top four applications of Big Data in marketing | Marketing @ work | Scoop.it
Marketers live in a world that is creating 2.5 exabytes of data each and every day.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Allstate Moving TV Dollars to Digital

Allstate Moving TV Dollars to Digital | Marketing @ work | Scoop.it
Insurance giant Allstate Corp. will shift 10% of its TV dollars to online video buy 2105, said Lisa Cochrane, Allstate’s senior vice president of marketing, during an Advertising Week panel.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Kraft Says It Gets Four Times Better ROI from Content Than Ads

Kraft Says It Gets Four Times Better ROI from Content Than Ads | Marketing @ work | Scoop.it
Kraft says it gets 1.1 billion impressions and four times better return on investment through content marketing than advertising.
more...
No comment yet.
Rescooped by Emmanuel Klotz from The MarTech Digest
Scoop.it!

US CMOs Still Dogged by ROI Questions

US CMOs Still Dogged by ROI Questions | Marketing @ work | Scoop.it
The challenge of how to prove marketing's value has been hounding CMOs as they come under increasing pressure to demonstrate their impact, with this being one of CMOs' key concerns this year. And, as the latest CMO Survey [pdf] from Duke University's Fuqua School of Business...

Via CYDigital
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Forrester: Attribution Still Holding Back Spending in Mobile Advertising | Street Fight

Forrester: Attribution Still Holding Back Spending in Mobile Advertising | Street Fight | Marketing @ work | Scoop.it
A new report from 4INFO, Acxiom and Forrester says that a lack of confidence among marketers in the ability to measure effectiveness and return on investment
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

CIO, CMO relationship gets even rockier in 2014

CIOs and CMOs do not have the best view of one another and have different expectations for the business, or so the surveys have said. And things may not be getting better, according to Ian Cox.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Cut the jargon, lets just call it growth | LinkedIn

Cut the jargon, lets just call it growth | LinkedIn | Marketing @ work | Scoop.it
Emmanuel Klotz's insight:

Efficiency is only half the story. Effectiveness is what drives growth.

more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Best Attribution Models for Measuring Marketing Success - NGDATA

Best Attribution Models for Measuring Marketing Success - NGDATA | Marketing @ work | Scoop.it
Every marketer knows that measuring campaign success is the key to continuous improvement, but with myriad touchpoints and channels through which consumers interact with brands today, pinpointing the touchpoints, marketing collateral, and other experiences that generate the most results is anything but simple. Attribution marketing aims to solve this challenge by enabling marketers t
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Algorithmic marketing attribution and conversion journey analysis [Part 1]

Algorithmic marketing attribution and conversion journey analysis [Part 1] | Marketing @ work | Scoop.it
Editor's note: This blog post was authored by Malcolm Lightbody (SAS Customer Intelligence Product Management) and Suneel Grover (SAS Principal Solutions Architect).
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

When The CMO Owns Customer Experience: 10 Top CMOs Share Their POV

When The CMO Owns Customer Experience: 10 Top CMOs Share Their POV | Marketing @ work | Scoop.it
Every CMO today is now in a continuous conversation with customers. Due to digital disruption, changing consumer behavior, and integrated technology, the role of the chief marketing officer is experiencing a renaissance.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

4 Ways to Measure Social Media and Its Impact on Your Brand |

4 Ways to Measure Social Media and Its Impact on Your Brand | | Marketing @ work | Scoop.it
Measure brand awareness through social media exposure, social media influence, social media engagement and your lead generation funnel.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

The Future Of Marketing Combines Big Data With Human Intuition

The Future Of Marketing Combines Big Data With Human Intuition | Marketing @ work | Scoop.it
Marketing technology does not mitigate the need for marketing guts, but it can help us tell the difference between an inspired idea and a bad lunch.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Marketing concerns: too much data, not enough quality | MyCustomer

Marketing concerns: too much data, not enough quality | MyCustomer | Marketing @ work | Scoop.it
High quantity, low quality customer data is giving marketers sleepless nights.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Marketing Mix Modeling in the 21st Century

Marketing Mix Modeling in the 21st Century | Marketing @ work | Scoop.it
by JIM FRIEDMAN As Bob Dylan so elegantly wrote, "The Times They Are A-Changin'." About 30 years ago, when marketing mix modeling (MMM) first began to be commercially available, a large number of...
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

6 Ways to Measure B2B Content Marketing Performance

6 Ways to Measure B2B Content Marketing Performance | Marketing @ work | Scoop.it
CMI research has found that content marketing clients understandably want to be able to tell how their organization is doing in relation to its peers. Find out how to demonstrate B2B content market...
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

The path to marketing effectiveness: Let the data talk

The path to marketing effectiveness: Let the data talk | Marketing @ work | Scoop.it
The path to marketing effectiveness: Let the data talk, In the second of a series of four articles on marketing effectiveness, Marketing and Canon talk to leading global marketers about identifying tangible measures of success. | Marketing Magazine
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

11 studies prove the ROI of digital marketing - BarnRaisers

11 studies prove the ROI of digital marketing - BarnRaisers | Marketing @ work | Scoop.it
New media channels have more to prove. Here are 10 studies that prove the ROI of digital marketing (with links, brief summary and key findings).
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

P&G redirects ad spending, slashes celebrity endorsements - Cincinnati Business Courier

P&G redirects ad spending, slashes celebrity endorsements - Cincinnati Business Courier | Marketing @ work | Scoop.it
Procter & Gamble has slashed the amount it spends on celebrity endorsements for products such as Head & Shoulders, but the No. 1 shampoo brand in the world continues to pick up market share, CFO Jon Moeller said.
more...
No comment yet.
Scooped by Emmanuel Klotz
Scoop.it!

Car insurance brands must crack cross-device attribution to remain competitive, says Google, GFK and Nielsen report

Car insurance brands must crack cross-device attribution to remain competitive, says Google, GFK and Nielsen report | Marketing @ work | Scoop.it
Car insurance brands must adapt faster to people’s cross-device behaviours if they are to remain competitive, according...
more...
No comment yet.