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…