Six essentials to doing paid search the right way

By | People-Based Marketing, Targeting

Let’s assume for a moment that you’re not running a paid search marketing campaign for yourself or a client. But you’re doing some other things very well, especially at the top of the funnel. You’ve built an audience and are running highly-successful display campaigns. You’re killing it on Facebook. Ditto for email. Things are running on (almost) all cylinders. Your creative is great. Your team is happy. Your boss is impressed. Because of all of…

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The secret sauce in identity resolution? Location-based data

By | Geofencing, Mobile, Targeting

Location data: it’s useful. C-suite execs use it to identify new markets and improve customer service. Retailers use it to understand who comes to their store. Car dealers use it to know if you’ve been near one of their lots lately. It’s an essential tool in any marketer’s arsenal, providing insight into user behavior, consumption habits, and identity. That last one is key: location-based data is an essential tool in identity resolution, one of the…

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PII vs. non-PII data: what the heck is the difference?

By | Data, Privacy, Targeting

There are two types of data in this world: the data that can identify an individual, and everything else. When it comes to data that can identify people, think things like postal addresses and phone numbers. When it comes to “everything else,” think IP addresses and location. One data set identifies an individual. The other doesn’t, but still provides information that’s useful for a marketer, an app developer, or a news website looking to optimize…

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This is the terrifying question keeping marketers awake at night

By | Multi-Channel, Targeting

You want to reach someone. The problem is, they consume media in more places than ever. They watch Netflix on an iPad. They read the Washington Post on an iPhone. They use a desktop for work, but only some days, because one day a week they work from home and use their laptop. Pretty cool for them. Not as cool if you’re a marketer trying to deliver a message to them. And we haven’t even…

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