Scanning the faces that scan the mobile screens
Emotions expressed by facial expressions can diagnose user reactions to mobile ads.
William Terdoslavich is a freelance writer with a long background covering information technology. Prior to writing for MarTech, he also covered digital marketing for DMN. A seasoned generalist, William covered employment in the IT industry for Insights.Dice.com, big data for Information Week, and software-as-a-service for SaaSintheEnterprise.com. He also worked as a features editor for Mobile Computing and Communication, as well as feature section editor for CRN, where he had to deal with 20 to 30 different tech topics over the course of an editorial year. Ironically, it is the human factor that draws William into writing about technology. No matter how much people try to organize and control information, it never quite works out the way they want to.
Data plus analytics is the route to the truth
Data can only steer you right if you apply analytics to understand what it's trying to tell you.
Don’t apply wishful thinking to your data
Good data can be used to generate bad insights if users don't guard against bias and adopt sound measurement techniques.
So how is this Web3 supposed to work?
How NFTs, crypto and blockchain will one day work together to propel Web3.
Web 3? It’s the web we hope for, not the one we know
Web 3 hopes to bring together many existing, cutting-edge technologies, but it is still long on concepts and short on implementation.
How to build a customer value squad — and why
A small, cross-functional team copes best with volatile, uncertain, complex and ambiguous environments — in the operating room or in marketing.
Claus and effect
Despite the supply chain crisis, the after-effects of COVID and the threat to coal as an energy source, Santa was determined to make Christmas happen.
How web scraping can be a valuable data source
Web scraping offers another opportunity to gather public data relevant to your business and can work as an adjunct to other data sources.
Market research focus groups get new lease on life
Big troves of customer data still don't trump small focus groups. Quantitiative and qualitative approaches need to work together.
How marketing campaigns can go wrong
It seemed like a great marketing idea. Then it backfired. The reasons can be studied, interpreted, and used to improve.
Marketing artificial intelligence (AI)
Artificial intelligence is getting even smarter
AI for marketing is getting better at content creation. But caution is needed.
Managing the unpredictable: Getting marketing, sales and operations aligned
Supply chain uncertainty requires marketing, sales and operations to align despite differing goals and incentives.
Managing the unpredictable: The inventory conundrum
Too much inventory or too little? What matters is striking the balance that will keep the customer satisfied.
AR/VR: Marketing in three dimensions
It's early days for volumetric storytelling, but it's at the heart of AR and VR.
Today’s B2B buyers are calling the tune
And it's different from yesterday's tune. B2B marketers need to understand that the tempo is different and the dance steps are faster.
The power and limitations of universal IDs
Universal IDs show promise as an alternative to cookies, but the space remains immature and confusing.
How to make the most of cohort analysis
Cohort analysis is becoming a competitive necessity, especially as tracking and targeting individuals becomes more difficult.
How to get the best out of creative talent in a data-driven world
Creative work begins where numbers end but must never lose touch with the data.
How marketers can measure success
Marketers can show how their actions contribute to certain outputs as long as they're committed to measuring their work.
Getting back to basics: Marketing ROI
CMOs need to be accountable. That means knowing how to measure the outcomes of marketing spend.
Customer journey orchestration
How much does acquiring a customer cost?
Using the right strategies for tracking and optimizing cost-per-acquisition will improve ROI.
Static ROI metrics, meet dynamic marketing situation
Tear down the illusory predictability and control of traditional marketing spend analytics. Replace them with perception and reaction.
Return on investment is missing in action
Forget about predicting ROI in today's lightning-fast digital environment. Instead, develop agile, reactive response systems.
Let consumers tell you how they want to be contacted
Preference centers can be a great tool for building engagement and trust between brands and their customers.
How to extract value from zero-party data
Learn a set of strategies to encourage your customers to voluntarily deliver data about themselves and their preferences.
To know your customers, ping their phones
Use cases for privacy-sensitive geofencing.
Build trust, gain sales
Brands can just play the compliance game. Or they can turn customer trust into a powerful asset.
Why keeping the customer beats finding a new one
Move from a hard sell to a soft relationship-based approach, founded on data, to retain loyal customers
Turning data into gold with the right data strategy
Data is worth its weight in gold to marketers, as long as it is managed and activated right.
When it comes to women, marketing is behind the times
Women are not a niche market, but much of today's marketing and advertising is only just starting to recognize this.
Let’s chat about this product
Conversations should be at the heart of today's B2B marketing strategies.
Balancing risk and reach: The brand safety dilemma
Is it worth risking reputation to reach a large audience? Is that audience human anyway?
The Tao of UGC: Doing something by doing nothing
The path to wisdom dictates a light curatorial touch when dealing with UGC.
How anthropology can drive insights from your customer data
Marketing is human. The data says so. And that means you need more than data science to understand your customers.
What are you thinking? Brands would like to know
Opinion mining, sentiment analysis and the indispensable human touch.
You smiled, so we think you like this product
How getting in touch with your customers' feelings is getting automated.
How to know when it’s time for a website refresh
Digital marketing agencies weigh in on what to consider
A guide to visual storytelling Part 2: NFTs, ‘new’ social and the future of brand content
Companies are evolving away from interruptive marketing to storytelling that is not perceived by viewers as ads
How e-books can provide actionable value to B2B buyers
People now have time to digest long-form content. Here's how e-books can be central to a B2B content marketing strategy
For data storytelling, start with the story
Actionable insights into putting data-based narratives together.