Here Comes the AI Cavalry: Highlights from Google Marketing Live 2023
Picture this: a gathering of brilliant minds, industry leaders, and an abundance of acronyms like SEM, P-Max, ROI, ML, and AI as far as the eye can see. Now, add a ton of futuristic AI advancements into the mix, and you've got yourself Google Marketing Live 2023. In this edition of the company’s annual event showcasing their latest innovations and thinking around digital marketing, Google kicked off with a reality check. Today’s customers are smarter, exhibit increasingly sophisticated shopping behavior, and...
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Here Comes the AI Cavalry: Highlights from Google Marketing Live 2023
Picture this: a gathering of brilliant minds, industry leaders, and an abundance of acronyms like SEM, P-Max, ROI, ML, and AI as far as the eye can see. Now, add a ton of futuristic AI advancements into the mix, and you've got yourself Google Marketing Live 2023. In this edition of the company’s annual event showcasing their latest innovations and thinking around digital marketing, Google kicked off with a reality check. Today’s customers are smarter, exhibit increasingly sophisticated shopping behavior, and...
Data-Driven Marketing Transformation Guide: 10 Steps to Build a Winning First-Party Data Marketing Strategy
Our 2022 DELVE CMO Survey Report showed some promising — and troubling — trends among top marketing leaders around the globe. One thing is clear: Leading brands are accelerating their digital marketing transformations and rapidly activating first-party data to drive next-generation marketing strategies. No matter where your organization is at today in terms of marketing transformation, there are clear best practices for building and executing winning first-party data strategy. Here are 10 tips that DELVE has...
3 Mindset-Shifting Recommendations for Turning Personalization Pressure to Your Competitive Advantage
Today, there’s a lot of talk about consumers wanting hyper-personalized experiences at every step of their journeys with brands. It isn’t hype. Almost 1,000 consumers we surveyed in our 2022 Digital Friendly Brand Index told us so. They said they expect brand communication to be relevant to their needs and delivered as often as they like via their favorite channels. If you’re a marketing leader, this means the pressure to personalize is indeed on. According to our in-house research, you're likely...
Here Comes the AI Cavalry: Highlights from Google Marketing Live 2023
Picture this: a gathering of brilliant minds, industry leaders, and an abundance of acronyms like SEM, P-Max, ROI, ML, and AI as far as the eye can see. Now, add a ton of futuristic AI advancements into the mix, and you've got yourself Google Marketing Live 2023. In this edition of the company’s annual event showcasing their latest innovations and thinking around digital marketing, Google kicked off with a reality check. Today’s customers are smarter, exhibit increasingly sophisticated shopping behavior, and...
Data-Driven Marketing Transformation Guide: 10 Steps to Build a Winning First-Party Data Marketing Strategy
Our 2022 DELVE CMO Survey Report showed some promising — and troubling — trends among top marketing leaders around the globe. One thing is clear: Leading brands are accelerating their digital marketing transformations and rapidly activating first-party data to drive next-generation marketing strategies. No matter where your organization is at today in terms of marketing transformation, there are clear best practices for building and executing winning first-party data strategy. Here are 10 tips that DELVE has...
3 Mindset-Shifting Recommendations for Turning Personalization Pressure to Your Competitive Advantage
Today, there’s a lot of talk about consumers wanting hyper-personalized experiences at every step of their journeys with brands. It isn’t hype. Almost 1,000 consumers we surveyed in our 2022 Digital Friendly Brand Index told us so. They said they expect brand communication to be relevant to their needs and delivered as often as they like via their favorite channels. If you’re a marketing leader, this means the pressure to personalize is indeed on. According to our in-house research, you're likely...
Why Google is Emphasizing Data-Driven Attribution Modeling and How You Should Respond
What to Do After Google Analytics First-Click Attribution Models Go Away in June 2023 Starting in June 2023, in Google Analytics you will not be able to select first-click, linear, time-decay, or position-based attribution models for Google Ads conversion actions not already using one of these models. After that point, you will be able to select only data-driven attribution (DDA), last-click, and external attribution models for new Google Ads conversion actions. Any conversion actions still using...
Recent Improvements to Google Analytics 4 You Should Be Leveraging
Google Universal Analytics is currently being phased out in favor of Google Analytics 4 (GA4). As this transition takes place, GA4 features are being continuously introduced and upgraded. In this article, I’ve identified three of the most important recent improvements to GA4 that you should be taking advantage of: new ecommerce item-scoped dimensions and metrics allowing you to better analyze your products and services, enhanced Google Analytics search functionalities enabling easier access to...
How CMOs can lead the digital transformation as third-party cookies go away
Think small. A number of Chief Marketing Officers surveyed in DELVE’s new, global survey are overwhelmed by the sheer amount of customer data available to them — and uncertain how to effectively use it. And it’s only getting more complex as companies are being forced to shift away from reliance on third-party data within the next few years. Google is phasing out trackers on Chrome, likely by the second half of 2024, and Safari and Firefox have already restricted such third-party cookies. Take a...
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