Innovation You Can Use. Exclusively for Alliant DataHub Members.
Q 3 | 2020
Adapting to the New Normal
By JoAnne Monfradi Dunn, President & CEO
One interesting observation I’ve heard about COVID-19’s impact on our lives and businesses is the accelerated adoption of new “norms” that otherwise might take five to ten years to come about naturally.
The Holiday season is a natural time to count blessings, give thanks and plan for the future. With the unbelievable challenges in 2020, many of us are probably more focused on looking ahead rather than looking back. Yet, as a marketer contemplating the lengthening shadows of 2020, it makes sense to revisit the lessons learned over the year — and consider how they might form the foundation for 2021.
We can all agree, consumer behavior has changed — and many of those changes are likely to be with us for some time. You know the trends: more time at home; more time to consume media in every channel; and more time and money being spent on creature comforts.
Digital marketers and ad buyers invest copious amounts of time to plan, optimize and measure all stages of digital marketing campaigns. In planning stages, strategists pay particular attention to defining their target audiences. Yet despite the initial investment in an audience-first strategy, all too often test audiences come and go from a campaign without the same level of consideration that was given upfront, and campaigns suffer…
Analytic and modeling features are pervasive throughout the multitude of SaaS platforms in the marketing industry and advances in technology have made machine learning tools widely accessible. As the industry has leaned into data-driven marketing and predictive modeling, marketers can often find themselves relying too heavily on automated analytic tools without realizing the potential hazards. Whether starting off with a “magic box” look-alike modeling solution, or implementing advanced analytic workflows leveraging multichannel data, maintaining a human touch is critical to success…
Originally published by Street Fight Magazine, this commentary from Alliant’s compliance expert introduces the the importance of a Data Governance for brands. You may know Nick from CCPA and other compliance related conversations with Alliant. Here he offers the what, why and who that every brand should consider when building a Data Governance Team in their organization.
Modern marketing has increasingly become a data-driven practice by necessity. Any organization lacking a data strategy is lagging behind its technologically advanced competitors…