Decoding Your Superfans and Antifans To Unlock an “Unfair” Marketing Advantage

Do you have some customers who not only adore your brand but also make outsized contributions to your bottom line? And who always want more of your products?  On the other hand, are there customers who end up being a financial drain on your business? Who buy only your loss-leaders, have continuous inquiries that tie up your support team, and always expect you to cover shipping costs?  I’m convinced that just about every brand will answer a resounding “yes” to both questions. I categorize these...

Read Article

August 18, 2023
Content Type

Independent Digital Agency DELVE Joins Worldwide Partners to Expand Global Footprint

Boulder-based shop adds expertise and consistent track record to expanding network BOULDER, COLORADO (July 10, 2023)—Expanding its scope and remit, independent performance agency DELVE has joined global agency network Worldwide Partners, Inc. (WPI) as its newest partner. With over 80 agencies in more than 40 countries, WPI’s model matches brands and campaigns around the globe with specialized expertise drawn from across the network. “We were founded in the US but have deep roots globally, especially in...

Read Article

July 10, 2023 |

AI Set to Revolutionize Paid Search Marketing: 3 Pre-Game Tips for Playing to Win 

As presented during this year’s I/O developer conference, Google will be using generative AI to radically overhaul the search experience. Instead of 10 blue links, users will get something more like a "cockpit" displaying content pulled from all corners of the web and structured to address the user's search query. For example, a search for a product would result in a summary of top purchase considerations along with a list of products ranked according to these considerations. Even if not yet fully...

Read Article

June 7, 2023

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...

Read Article

May 31, 2023

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...

Read Article

May 29, 2023

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...

Read Article

May 12, 2023

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...

Read Article

May 10, 2023

Go Deeper with DELVE

Stay up to date on the latest data, analytics, and media best practices.