Your Location-Based Data Practice: To Build or Buy? The Pros and Cons

Your Location-Based Data Practice: To Build or Buy? The Pros and Cons By Mark Ailsworth Leveraging data has become the norm for marketers these days. In fact, there really aren’t

Location-Based Data for Customer, Advertising, and Competitive Insights

Location-Based Data for Customer, Advertising, and Competitive Insights By Mark Ailsworth Today’s modern marketers are expected to be data-driven, with every choice backed by a data component which guides decision

What is Predictive Segmentation And Why Does It Matter

What is Predictive Segmentation And Why Does It Matter By Danny Shayman Summary: Predictive segmentation is a modern approach to grouping customers by their propensity to take action, such as

When the Market Changes and Your Segmentation Doesn’t

When the Market Changes and Your Segmentation Doesn’t By Mark Ailsworth Segmentation. Personas. Targetable audiences. These are all examples of the way a company views its customers. And the way

What is the Right Granularity for Your Segmentation? 

What is the Right Granularity for Your Segmentation?  By Danny Shayman There are two primary reasons that most marketing organizations segment their customers. First, it helps to break down the

Location-Based Marketers: Are You Missing a Key Ingredient to Your Location Data Strategy?

Location-Based Marketers: Are You Missing a Key Ingredient to Your Location Data Strategy? by Danny Shayman Location data intelligence has become one of the most important—if not the most important—data

LEVERAGE ONE-TO-ONE A/B MEASUREMENT TO DRIVE INCREMENTAL UPLIFT

Dynamic Customer Segmentation: The Next Evolution in Marketing The current state of customer segmentation is quite antiquated in an age where customers expect immediate relevant communication from brands regularly.

Uncover Actionable Insights Using XAI

Advertising is more data driven today than ever before. Digital advertising has evolved over the last ten years to define audiences at much greater levels of granularity.

You Don’t Have to Sacrifice Machine Learning Precision for Explainability

Artificial intelligence and machine learning are rapidly on the rise. Having just attended Forrester’s Data Strategy and Insights Conference in Orlando, FL, we heard these terms frequently mentioned in many presentations.

How Machine Learning Benefits Ad Targeting

Ad spend efficiency in online advertising has never been more important.  Frustration has continued to increase with a digital ecosystem challenged by ad blocking, saturation, fraud, and breaks in how audience, campaign, response and sales data can be connected accurately.  The result is poor measurement and ad waste.