Marketing used to rely a lot more on gut feeling. Creative directors would dream up campaigns over long lunches, and my team and I would blast messages to anyone who'd listen. We called it ...

Marketing is built on one essential element: accurate information. As marketers, we're always collecting and analyzing data to understand customer behaviors, preferences, and trends. That information ...

Paula Chiocchi is CEO of Outward Media, Inc., a provider of B2BC contacts, with email and digital IDs, that drive business growth. B2B marketers are swimming in data, yet many still struggle to ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...