A Recipe for Building a High-Performance Marketing Revenue Engine

How UNICEF USA boosted donations by 300% with mission-aligned, micro-targeted marketing The most successful marketing leaders I know naturally want to go, to do, to act. They’re instinctively ambitious and they’ve honed their edge by being productively impatient — leading instead of following, proactively chasing opportunities instead of reactively dealing with challenges. But in the most successful marketing transformations I’ve been a part, I’ve seen marketing leaders harness their impulse toward...

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July 1, 2022
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Technology
Industry
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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...

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May 17, 2022

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...

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May 5, 2022

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...

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April 26, 2022 |

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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April 21, 2022

Why smart marketers are fast-tracking the migration to Google Analytics 4

A 7-step guide to a successful transition from Universal Analytics to Google Analytics 4 Roughly a year after introducing its next-generation Google Analytics 4 (GA4) platform, Google officially announced it will sunset the widely used Universal Analytics (UA) platform in July 2023. The UA sunset gives a definitive urgency to the migration to GA4. But as GA4’s next-generation capabilities for cross-channel, cookieless measurement advance, savvy organizations are fast-tracking the transition to build...

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April 15, 2022

5 Media Trends Shaping 2022

What advertisers need to know for smart planning in 2022 and beyond Key trends to help advertisers confidently plan for 2022: OTT and CTV lead surge in digital ad opportunitiesConnected commerce growing as big names introduce new solutionsQ4 rush spreads into Q3 as consumers shop earlierShifting to awareness-focused advertising to beat supply chain disruptionsPreparing for three paradigm shifts looming on the horizon The last two years proved all of the cliches about unpredictability and the...

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April 12, 2022

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