Category: Uncategorized
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Always On – Marketing Use Cases for Streaming Data Apps
Marketing Cloud maturation means your Databricks, Snowflake, AWS, Azure and GCP instances are going to be more connected to real-time data streams and apps. For brands this data flows in the form of precious first-party data and unlocks a new world of marketing possibilities. Data modeling, machine learning and real-time algorithmic decisions will become the…
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The TikTokization of Media – Understanding Who We Are
The Real Me The algorithm wars started in Search. One of the key takeaways from that time was made by the great technologist Vint Cerf who famously said Google didn’t have better algorithms, they just had more content. Algorithms becoming ingrained and habit forming in our content discovery process may have started with Search but…
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Differential Privacy: The Future of Advertising & Marketing
The pressure of responsible data privacy in marketing and advertising is certainly the most important sea change in media since the beginnings of social. Interestingly, social media is probably most responsible for the awareness of data practices, some malicious and some unfortunate that began the swell of consumer data regulations. We know now we are…
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Google Cookie Apocalypse Now Redux
It’s not often I get three people reaching out to me the same day to get my POV on a webinar but that happened last week after Ari Paparo’s quite informative “Cookie Apocalypse” briefing on the Google Chrome announcement. Why were people reaching out to me? The timing of Google’s announcement killing third-party data is…
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Where are the Chief Marketing Technology Officers?
Scott Brinker posted last week about the rise and diversity of ‘marketing technologists’ over the past decade. I remember when he coined the term because nine years ago this week, I was the first marketing technologist he interviewed on his blog. This got me thinking about current org roles, titles, responsibilities and as Scott puts it,…
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How Google Tag Manager Destroyed a SaaS Vertical and Maybe the Future of Martech
Tag management may be the single most important piece of marketing technology. However, very little is widely known about tag management since it is seen as a solution to a technical issue rather than a marketing problem. That they have turned out to be the same thing as we move into the next decade is…
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Do You Have a Customer Data Moat or Lake?
There may be no more important business challenge in the future than data commoditization. Brands must begin setting data strategies to ensure customer data, especially the constant stream of behavioral data, will maintain business advantage over time. This is a difficult and hugely important problem to solve. Without data advantage in the future, is there…
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Actionable Data on CDPs
For the last 1.5 years I’ve spent my time working with enterprise consumer brands on their customer data strategy and execution. For many large brands this is a key workstream as they move data to the cloud. Naturally, the topic of Customer Data Platforms (CDPs) is always in the conversation. If I had to boil…
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CDPs: thank you, next?
It has been six months since sharing 2019 CDP Thoughts and Projections so I thought it might be time for a CDP check-in. I’ve now spent the last year and a half looking at Customer Data Platforms (CDPs) and working with Enterprises around their needs and processes for customer data strategy and instrumentation. I’ve known…
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Web Analytics Are Not Modern
Same As It Ever Was As you read this essay, keep in mind the importance of web analytics. Most business on the web are built from these measurement tools. Publishers with page views. Advertising with impressions. Maybe most important of all, e-commerce with conversion rate. All the apps, sites and stores are built on top…
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