• Tag: marketing

Unlocking Customer Why

Unlocking the Elusive Consumer WHY

A look at how marketers can move beyond basic demographics and behavioral data to explore the human elements of their customers & prospects and create superior brand experiences.  Do you know your customers and prospects? You’re probably nodding your head yes. And to a certain extent, you’re right. We as marketers have come pretty far […]

MarketingCarnival

Data Provider Carnival Games

Episode 1:  Step Right Up “Step right up and try your luck,” is a phrase employed by carnival barkers everywhere. It’s the ultimate call to action, suggesting your skill and luck can bring you stuffed animal victory. These games of “chance and skill” remind me of the data providers in our digital industry, in a […]

Data Accuracy

3 Steps to Data Accuracy Done Right

Not all data is created equal. Earlier in this blog series, we highlighted the prevalence of dirty data and some of the inconsistencies and inaccuracies that exist on even the most basic of consumer data points within DMPs and 3rd party data providers. Remember, this is the data you’re placing your trust in to help […]

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Facing the DMP Data Marketplace Yard Sale

So many choices, so many sellers and you never know if what you picked is any good… Have you ever been to a neighborhood yard sale? Wandering aimlessly from house to house, wondering what enticing things await you as you pick through endless tables of the same old odds and ends. You may be wondering […]

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Putting 3rd Party Data Providers to the Test

I was surprised to learn I could be so many people at one time! Disclosure: This is an actual experiment you can try for yourself. We’ll give you some links at the end of this blog. Take a peek – you might be surprised/amused/horrified at who marketers think they really are targeting.  DMPs and 3rd party […]

Dirty Data

Deloitte Study Reveals Consumer Marketing Data’s Dirty Little Secrets

Take it from Deloitte: What 3rd Party Data Providers & Exchanges Aren’t Telling You Unless you are in direct response advertising, one could argue that “Precision” should be one of the many marketing “P’s.” We are all taught in Marketing 101 that we should be operating from accurate data in order to effectively target our […]

It’s Time to Look Beyond Demographics When Targeting Millennials

Marketers who have based their messaging strategies on demographic data alone are wasting millions of dollars trying to reach Millennials like my friend Arnold and me. Today most marketers treat us exactly the same when messaging to us instead of trying to reach us as individuals and that’s a big mistake. Because of my role […]

Advertiser’s Mandate In The Age Of Ad Blocking: Blend In

This column, written by Pat LaPointe EVP at Resonate, originally appeared in MediaPost – Media Daily News September 9, 2015.  Consumers are increasingly constructing their own digital “content cocoons.” From their Facebook network to apps for their favorite stores, consumers exert more control over the content and messages they are exposed to than any time in […]

Behind the success of the winning 2015 Super Bowl Ads

The Super Bowl is well established as the most anticipated event of the year, but 2015 took its popularity to a new level – with over 114 million people tuning in, Super Bowl XLIX was the most watched TV program in history. Clearly the stakes are high for brands featured in highly anticipated and very […]

Coffee Competition: The real difference between Seahawks and Patriots Fans

As America gears up for Super Bowl Sunday, team banter has flooded our newsfeeds, airwaves, and living rooms. From “Deflategate” to Seattle’s winning streak, there is no shortage of speculation and prediction. But besides their choice of football teams, what really separates New England and Seattle fans? It turns out that the biggest difference between […]