• Hershey Finds First-party Data With Quality
    Ashlee Carlisle, Media Audience Strategy & Activation, Hershey, said that, in thinking like a DTC, her new planning process puts audience insight first. "The marketer of the future has to have great cross-section of experience to bring holistic solutions to the table."
  • LifeExtension Shares Journey To Personalization
    Farrah Interdonato, Senior Manager, Customer Lifecycle Marketing, Life Extension, said that many customers were making a purchase and then leaving. "We had a huge opportunity to drive more conversion."
  • Chobani Leans Into An Audience-first Strategy
    "We were hungry to learn more about why consumers engaged or didn't with an ad," said Sydney Friedkin, Digital and Marketing Analytics Manager, Chobani. "We were operating like a large company but it was not who we were."
  • Avis Budget Lines Up Its Channels For Consistency
    Michael Martyniuk, Manager, Digital Acquisitions, Avis/Budget pointed to the brands' cross-channel messaging strategy that switched things up in the first quarter this year with a spring sale. See what more he has to say about their hypothesis.
  • Thrive Market Aligns Search And Shopping
    Thrive Senior Marketing Manager Killian Aubert said, "Search helps us because of our positioning. Paid shopping makes perfect sense. We're cheaper than most of the competition," allowing the brand to achieve a "giant reach right off the bat. Find out why here.
  • How Search Moved To Audiences From Keywords
    Moderator Monika Doyle, director of digital media for Chacka Marketing, noted that search is moving toward audiences rather than keywords and that there is synergy between or among channels. She invited panelists to speak on best practices for that media plan in the consumer journey.
  • Georgia-Pacific's Mike Feldman On Retailers As Media
    Retailers want us to invest in their media properties, which GP does, he said. But the scariest area for Feldman is the video space. For example, Amazon is now bidding to sponsor the "NFL Sunday Ticket." What would that mean for retail?
  • Planning For A Future Of Search That Is Silent
    Rob Pavacic, SEO Lead, Verizon, noting that trends point down for search, said his company relies on clickstream data to better answer the question whether it is winning in search or not. See why it does.
  • Vitamix Gets Product Reviews Out Early On Amazon
    "Reviews are huge for us," said Joel Milani, Vitamix copywriting manager. One strategy it uses is taking part in Amazon's Vine Program, in which a number of approved product reviewers receive a product ahead of launch so that reviews are posted immediately after. Pretty cool, huh.
  • SAP Shares Adventures In Cross-Channeling
    With multi-touch attribution, said Crispin Sheridan, VP digital and social optimization, SAP, think of media as a relay race. "Give appropriate credit to all your runners. Or you have last-click value that goes only to the last runner." Hear what else Crispin had to share right here.
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