Dave Birckhead

Care and Feeding of Machine Learning in Marketing

“Artificial Intelligence, deep learning, machine intelligence—whatever you’re doing if you don’t understand it—learn it. Because otherwise you’re going to be a dinosaur within three years.” – Mark Cuban If you work in marketing, chances are you’re hearing a lot about machine learning these days. The big...

MIND THE (digital) GAP

Digital means different things to different people. Social. Mobile. Cloud. The Internet of Things. Big Data. All of the above. Ask five executives and you’re likely to get five different answers. But no matter how you define it, interest in all things digital has...

Tales from the Crypt: What Keeps Data-Driven CMOs Awake At Night

Data has revolutionized marketing. Using data, marketers today can better understand their customers, deliver personalized one-to-one experiences, and drive significant bottom-line results. But along the path to data-driven marketing nirvana, most CMOs will encounter at least a few monsters. Here are some of the most...

Humanizing Big Data

When most people think of advertising and marketing, an image of the “Mad Men” era agency comes to mind. But with surprising speed, the rise of digital–and the accompanying explosion of customer data–is reshaping marketing. Using big data, marketers today can better understand their customers, deliver...

Play Ball: Why Data-Driven Attribution Is a Home Run

One of the best kept secrets in online marketing is that most campaign attribution data is completely wrong.” – Eric Peterson, CEO Web Analytics Demystified There’s an old joke about marketing. A CEO looks across the boardroom table, frowns, and says, “I know that half the...

5 Keys to Getting Value From Big Data Marketing

We want to know what consumers are looking for, what their values are, and how can we meet their needs. It’s not just about Big Data; it’s about translating that into the truth.” — Gayle Fuguitt, President and CEO of the Advertising Research Foundation Marketing leaders are...

When Adtech Meets Martech

It’s no secret that new technologies—along with an explosion of digital data—are disrupting traditional approaches to advertising, marketing and sales. In a survey conducted by Adobe, most marketers agreed that marketing has changed more in the past two years than in the past 50....

Big Data Marketing: Lessons from Top Gun

I feel the need…the need for speed.” – Maverick and Goose Personalized, one-to-one marketing has long been represented the “holy grail” for marketing. For years, marketers have sought to present the right offer and message, to the right customer, at the right time, in the...

Here Come The Hybrids

The test of a first-rate intelligence is the ability to hold two opposed ideas in the mind at the same time, and still retain the ability to function.” – F. Scott Fitzgerald In their book, Built to Last, Jim Collins and Jerry Porras coined the...

Customer 360: Understanding Your Customers in the Digital Era

Information is the oil of the 21st century, and analytics is the combustion engine.” – Peter Sondergaard, Gartner When most people think of advertising and marketing, an image of the “Mad Men” era agency comes to mind. But with surprising speed, the rise of digital–and...

Why Personalization Is Set To Explode

Personalization techniques are now essential for success in both B2C and B2B e-commerce. This post will describe the need for personalization, explore how personalization approaches have evolved, and share recommendations for implementation that help avoid common pitfalls. As the amount of spending via e-commerce channels...

Is Rebranding A Waste?

Evidence Mounts That Traditional Rebranding Is Ineffective and Irrelevant There is a growing body of evidence that spending money on “rebranding” as a separate business activity is ineffective at increasing revenue and profit. While it is true that a brand can help sell products and...

Big Data Marketing In The Cloud

The trend towards data-driven marketing in being accelerated and enabled by rapid advances in analytics approaches, big data technologies and cloud computing. Many business people are surprised when they learn just how much technologies have advanced, how much the cost has dropped and how...

Marketing Metrics That Matter

How to Become a Marketing Hero Imagine the following scenario. A CMO presents the results of the latest marketing campaign to the CEO and other members of the executive team. Their expectations for the presentation are remarkably different from what they may have expected 10...

The Customer Lifecycle: Putting the “Me” in Marketing

The way consumers are researching and buying products has shifted significantly in recently years. Consumers have taken control of their purchase process. With websites, blogs, Facebook updates, online reviews and more, they use almost twice as many sources of information to make decisions as...

5 Digital Marketing Trends to Watch

As we look ahead to 2014, we expect the pace of change in marketing to only continue to accelerate. It seems like you can't leave your desk these days to grab a cup of coffee without coming back to another change–a new marketing software...

The Power Combination of Creativity and Analytics

"If we look back just ten years, the CMO's job was 90 percent creativity and 10 percent science. I think now we're at 50-50." - Michael Lazerow, CMO of Salesforce Marketing Cloud As marketing becomes increasingly data driven, the landscape and the types of professionals...

5 Classic Signs Your Marketing Infrastructure Is Overbuilt

One of the interesting developments that we've noticed recently is that more and more companies are making significant investments in their enterprise marketing technology stack. It's no secret that direct, digital relationships with customers are now more critical to company success than ever before....

Top 10 Summer Reads for Marketers

Summertime is here. As the pace of work slows a bit and you escape to the beach or the mountains, it's a great time to catch up on some reading. So, what will you bring with you? We've complied the following list of great...

The Case for Tag Management

A Digital Marketing Essential The problem of managing tags, bits of code marketers use on webpages for measurement purposes, has become a growing challenge. As the number of digital assets, marketing campaigns, and marketing technologies increases, manually adding, modifying and removing tags is no longer...

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