After years of collaboration, Amie and her team at E29 Marketing tossed a curve ball my way. They requested I write a blog on an enticing and enigmatic topic as mystical as a unicorn: marketing mix modeling. In today’s data-driven world, brand marketers need to grasp the how, what, and why of this concept so…
How we learned to stop worrying and love AI. The industry’s response to the emergence of Generative AI has been wide and varied, from welcoming our robot overlords to fears that sentient computers will replace us all. Or, you know, Terminators. But what’s it really like working with these tools and platforms? Join us on…
Retail media networks are the way that retailers and brands collaborate to create excellent customer experiences. Retail media now accounts for 11% of all ad spending, and is expected to grow another 60% by 2027. RMNs offer an unprecedented combination of contextual ad placements and consumer data that no other channel can compete with. Not…
If you’ve looked at your Google Analytics (Universal) account lately, you may have been surprised to see a scary countdown timer that looks like this: You have two options and Google is pushing you to “Go to Setup Assistant,” however, if someone on your team has already started GA4 configuration, you don’t want to overwrite…
The retail media advertising experience is changing rapidly. Today’s customers have more access to relevant ads, contextual sales, and promotions from their favorite brands. Retailers also have a new tool to utilize, that being retail media networks (RMN), which allow them to facilitate these types of highly personalized advertisements. How do brand marketers fit into…
Consumers everywhere are cutting back on purchases. The most recent consumer price index, the standard measure of inflation, found that the cost of food is up more than 11% since this time last year. This represents the largest one-year increase since May 1979. Unfortunately, there is little hope things will improve soon. A confluence of…
Customers are choosing personalization over generic advertising. The deluge of information online about any product you can imagine is not only overwhelming to customers but also prone to be ignored unless there’s something about it that demands their attention. This change in customer priority and expectation creates problems for brands and retailers alike. Customers trust…
Customers today expect a personalized experience. If you can give them what they want, you’ll be able to create a loyal customer base that will continue to support your business. Conversational marketing can help you create these experiences by engaging customers in a conversation rather than just bombarding them with messages. When done right,…
By mid-2024, Google (the last major holdout) will begin phasing out third-party cookies from Chrome. Opt-in, first-party cookies will remain for direct tracking of campaign results but will lack the multi-touch attribution of digital impressions leading up to the tracked engagement. Soon all the cookies will have crumbled, and marketing attribution models based on their…
Influencer Marketing Agency Predictions for the 2022 Influencer Economy The 2020s could be a defining decade for the influencer economy. Brands played a significant part in driving the growth of influencer marketing. However, it seems the tides have turned, and now brands have come to rely on creators and influencers – boosting the influencer economy…