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Showing posts from February 11, 2019

IAB names direct-to-consumer brand to board seat for first time

For the first time, a brand leader will sit on the Interactive Advertising Bureau (IAB) board of directors, the industry trade group announced Sunday at its annual leadership meeting.Jesse Horwitz, co-founder and co-CEO of contact lens subscription company Hubble, is the first representative of a brand to be elected to the board.Up to now, the organization’s board has represented a perspective from just about every quarter of the digital marketing landscape, including publishers, platforms, data management and tech.“I am excited to welcome this key group of innovators who are redefining how brands engage with their customers to join our efforts to grow the interactive media and marketing industry,” said Randall Rothenberg, CEO of IAB. “We look forward to working and learning together inside the IAB.”Why this mattersIAB, which provides analysis and perspective on a wide variety of issues facing digital marketing, has taken a deep dive over the past year into how direct-to-consumer (DTC…

Know your options: Identity resolution beyond the walled gardens

The first rule of business is “know your customer.” But, these days, it’s also one of the most difficult problems for brands.The big walled gardens — Facebook, Google and Amazon — have a kind of identity resolution nirvana. They can approach each user as a single identity, since those users are usually logged on.But that has made many brands and data providers outside the gardens envious, leading to a variety of approaches to come up with unified identities for customers and prospects.Studies bear out that customers desire consistent identities with brands. A 2018 Personalization Pulse Check from Accenture Interactive, for instance, found that 91 percent of consumers “are more likely to shop with brands who recognize, remember and provide relevant offers and recommendations.”Persistent ID mappingThe problem, according to Richard Foster, UK managing director at identity resolution provider LiveRamp, has been that “marketers must either target audiences in the same walled gardens where …

How to Prepare for a Successful Marketing Analytics Implementation

Analytics are critical to fuel the success of your marketing investments. Whether you are taking a hard look at your current deployment, or a new deployment is in the works, this non-technical webinar highlights the 5 most common issues that can prevent you from realizing value from your analytics implementation.Join us to learn best practices that will pay dividends in the long run. Save time and money by going into your next analytics implementation with eyes wide open. Attend this webinar and learn ways to:Simplify the implementation process.Ensure business stakeholders are set up to drive decisions from data.Apply best practices for governance.Register today for “How to Prepare for a Successful Marketing Analytics Implementation,” produced by Digital Marketing Depot and sponsored by Cardinal Path.The post How to Prepare for a Successful Marketing Analytics Implementation appeared first on Marketing Land.

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Facebook is a local search engine. Are you treating it like one?

As soon as Facebook launched its Graph Search in 2013, it was only a matter of time before it became a big player in the search engine game.But Graph Search was limited as far as optimization was concerned. The results it returned focused on providing an answer on the relationships between people, places, and things on Facebook rather than a link that contained what was likely the answer to your query like Google.It was an IFTTT statement on steroids that never missed a workout.It wasn’t until 2015 that Facebook became a major player in keyword search.A brief history on Facebook Search2011, August: Facebook beta tests sponsored results in search featureSince Facebook’s search was in its infancy at this time, testing sponsored results may have been too soon since search functionality was limited to page titles, profiles, games, etc…So you couldn’t target based on keywords quite yet, nor could you take advantage of a searchers affinity. Which means the only way to target was by targetin…

Cybersecurity for marketers: Teamwork is key to protect data

There was a time when network security was merely a concern for security professionals and CISOs. But after serious, ongoing high-level breaches across multiple industries, it is now a significant concern for corporations and smaller businesses alike.From 2017 to 2018 alone, the number of cybersecurity merger and acquisition deals rose by 12 percent, thanks to acquisitions by some big names in tech.For instance, last January, cybersecurity startup Sqrrl was acquired by Amazon Web Services. Web security company Sucuri was acquired by hosting giant GoDaddy. Zenedge, a security provider using AI to detect malware and bots in the cloud, was acquired by Oracle in April. Secdo, known for their sophisticated threat detection methodology, was acquired by Palo Alto Networks. And the list goes on.Each new merger or acquisition can create or expose new vulnerabilities. For digital marketers relying on these companies’ products and services, it should raise some eyebrows.Acquiring companies can u…