Reporting. Every executive demands it. Every marketer produces it. Almost no one loves it. Why? Reporting is in a confused, bad state today. We drown in data daily. We create reports of stunning complexity and detail. Yet when we talk to our stakeholders and fellow marketers, very few people love the reporting they receive or…
Digital marketing is at a crossroads. Thanks to dark traffic, we can no longer rely on our software alone if we want clean, clear analytics and true, verifiable attribution in our marketing analytics data. Tackling dark traffic will require significant resources just to keep the attribution we have. What is Dark Traffic Dark traffic is…
Spot the trend below: Facebook announces it’s prioritizing long form video content and releasing a TV app for Apple TV and Amazon Fire TV Google announces a partnership with TV networks to show live TV on YouTube Microsoft announces a bigger expansion into movies and TVs with its Windows 10 app Apple’s TV OS most…
As we talked about briefly in the 7 Trends of 2017, curated audiences are vital to marketers. We simply can’t afford to reach everyone all the time. We’re drowning in media, in inventory, in impressions and there’s no way for us to be everywhere. Just in news media alone, we saw 72.9 million news stories…
At a recent dinner, I was asked, “how could a marketer get started with machine learning and AI?”. Plenty of vendors offer specific solutions, but what if we just wanted to dip our toes in the water? What if we even just wanted to know where the water is? Let’s look at how to plan…
Many marketers are dipping their toes into machine learning and exploring the possibilities of what artificial intelligence can do for them. This curiosity, vital to their growth, belies an important fact: most marketers aren’t ready to embrace machine learning and AI yet. A critical piece of the puzzle is missing: mastery of algorithms. What is…
The last marketing trend for 2017 I covered to some degree in this post about account-based marketing (ABM). ABM is likely to become the dominant form of marketing for complex sales as marketing automation software becomes more impactful and less expensive than ever. Companies whose sales process is even marginally complex will either jump on…
In 2017, marketers will be using artificial intelligence and machine learning as the norm, not the exception. While not every marketer will be making direct connections to AIs such as Google Deep Mind or IBM Watson, more and more of our toolsets will have connections into at least one machine learning or artificial intelligence system.…
