Meet DELVE’s Head of Media Planning—and learn the secrets of her team’s success
Karlin McGinness explains what DELVE’s Media Planning team does, the challenges they take on, and their current opportunities for growth. Karlin, what do you do at DELVE? I’m the Head of Media Planning, and my team oversees cross-channel and omnichannel media activations to provide a high-level perspective on campaign performance—which complements the efforts of our SEM, Social, and Programmatic teams. This inclusion in media activations includes Ad Ops functionality, which ensures that all ads are...
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Meet DELVE’s Head of Media Planning—and learn the secrets of her team’s success
Karlin McGinness explains what DELVE’s Media Planning team does, the challenges they take on, and their current opportunities for growth. Karlin, what do you do at DELVE? I’m the Head of Media Planning, and my team oversees cross-channel and omnichannel media activations to provide a high-level perspective on campaign performance—which complements the efforts of our SEM, Social, and Programmatic teams. This inclusion in media activations includes Ad Ops functionality, which ensures that all ads are...
Turning 3 BILLION first-party data records into a $9 MILLION MARKETING OPPORTUNITY
Every insurance company knows the key to driving down customer acquisition costs and driving up retention rates is delivering a personalized, predictive and assistive CX. But with cookie deprecation looming, what does customer-centricity look like now? We’ve put together a four-part toolkit of helpful resources to help motivated marketing leaders drive marketing transformation, starting with a dynamic webinar on how we helped Gerber Life Insurance Company build and execute an award-winning...
Accelerating Your Migration to Google Analytics 4
Gain a competitive edge by following 7 key steps, beginning with Account Structure Review Google put a hard deadline on the shift to it’s next-generation Google Analytics 4 (GA4) with the announcement that it will sunset Universal Analytics in July 2023. There remains some debate around when Google will truly hit the “off switch” on UA and UA 360, but whether it’s 15, 21 or 24 months, it’s clear that every business using UA needs to begin planning for the migration to GA4. Moreover,...
Meet DELVE’s Head of Media Planning—and learn the secrets of her team’s success
Karlin McGinness explains what DELVE’s Media Planning team does, the challenges they take on, and their current opportunities for growth. Karlin, what do you do at DELVE? I’m the Head of Media Planning, and my team oversees cross-channel and omnichannel media activations to provide a high-level perspective on campaign performance—which complements the efforts of our SEM, Social, and Programmatic teams. This inclusion in media activations includes Ad Ops functionality, which ensures that all ads are...
Accelerating Your Migration to Google Analytics 4
Gain a competitive edge by following 7 key steps, beginning with Account Structure Review Google put a hard deadline on the shift to it’s next-generation Google Analytics 4 (GA4) with the announcement that it will sunset Universal Analytics in July 2023. There remains some debate around when Google will truly hit the “off switch” on UA and UA 360, but whether it’s 15, 21 or 24 months, it’s clear that every business using UA needs to begin planning for the migration to GA4. Moreover,...
Data Collection at DELVE: An Insider’s View
Dmitry Zelenko, DELVE's Team Lead of Web Analytics, offers his insights about careers, technologies, and clients in our rapidly changing industry. Dima, please tell us more about your team. What do you do? The Data Collection department works (most of the time) with Google Marketing Platform products such as Google Analytics, Google Tag Manager, Google Data Studio, Google Optimize, Google Search Console, and Google Surveys. We run different kinds of audits to help our clients improve their data quality by...
The Chief Digital Officer, first-party data and customer obsession: 3 keys to marketing success
“More” is the word CMOs and marketing leaders hear most today. The C-Suite is calling for more RoAS, more revenue, more growth — while customers are demanding more frictionless interactions, more personalization, and more value from brands. At the same time, the shift toward privacy threatens to create more complexity, more cost, and a much more difficult task of finding, targeting and nurturing audiences. It’s easy to get overwhelmed by the variety and magnitude of these demands. But we believe there...
A Senior Data Scientist on Daily Life at DELVE—and Cooperation with Google
Michał Wrąbel gives us an inside look at his duties as a DELVE Senior Data Scientist, from everyday tasks to technologies used—and how it all helps drive client ROI and revenue growth. Michał, what do you do at DELVE? I work as a Senior Data Scientist developing various machine learning models. These models can help predict, for example, which consumers are likely to start resigning from a client’s services, or which recently acquired consumers are long-term prospects. Just knowing that some...
A Blueprint for Successful Marketing Transformation
How Gerber Life Insurance Company converted billions of first-party data records into millions in marketing value Just about every marketing leader I talk to today understands that their first-party data is a huge, largely untapped asset. Now, as third-party cookies phase out, they’re feeling intense pressure to do something around first-party data. The challenge is figuring out where to start. Too many marketing organizations are spinning their wheels because they’re focused on the...
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