There are two main types of identity data that marketers access. For some time, deterministic and probabilistic identity data have been popular in the digital advertisement circle. In the cookieless era, identity data plays a significant role in building customer profiles for marketers. Do you use the right approach? Building customer profiles is not […]
Ahead of her session at VMF South Africa, Marketing Science expert Dimple Dinesh talks about the importance of data culture and measurement techniques “It is essential for marketers today to determine the success of their business based on the right business KPI, such as return on investment, as opposed to using proxy metrics, such as […]
With the loss of cookies and identifiers, advertisers expect reduced marketing effectiveness. Did you know that 85 per cent of advertisers believe that the industry needs to do more than just the bare minimum to embrace a privacy-first age? Advertisers are understandably concerned about the impact of privacy-related disruption. From cookie deprecation to ongoing privacy […]
Prepare for everything you know to change and put processes in place so that your teams stay agile The Saudi economy has shown quick recovery from the adverse business impact of the coronavirus pandemic. The Kingdom posted a 1.8 per cent annual growth in the second quarter of this year. As marketers prepare for this […]
There is a growing divide between data analysts and marketers when it comes to trusting their data. Almost a third of marketers don’t trust the data they are given to inform campaigns, according to the latest research from marketing data analytics platform Adverity. A number that rises to 41 per cent among their data analyst colleagues—posing […]
The name is Generative Pre-trained Transformer 3, but it’s more commonly called GPT-3. Since its release in May 2020, the AI, language generation model created by OpenAI has received substantial attention. This is a third-generation Natural Language Generation model that produces human-like language at scale, and is available as an application program interface (API). In […]
In keeping with the changing privacy landscape, Google Ads has introduced a data-driven model as the default attribution model. Now, marketers can observe how much credit each ad interaction is responsible for in leading to conversions. Marketers need new measurement approaches that meet their objectives and put users first, especially in the changing privacy landscape. […]
Nostalgia triggers happy conversations and warm thoughts. And of course, brands are listening. For years, marketers have used nostalgia to create a stronger relationship with customers who soak in the memories of the ‘90s, with perhaps a bottle of Areej in their hands. Why the Sudden Interest? Cable TV entered the living room after the […]
The new phase for marketers is about delivering an experience that encourages brand loyalty. This can be achieved by creating moments that are carefully curated and informed by data. Marketers must deliver contextually relevant interactions that are seamlessly assimilated into the consumer’s lifestyle and build emotional connections. According to a recent McKinsey report, the pandemic […]
Consumer behaviour trends are driving marketers and product managers to rethink the way they use to do business. Companies ahead of the game aren’t simply looking at driving sales, they are working towards driving the entire industry forward. Martechvibe looks at companies that are establishing patents, moulding best practices and solving emerging marketing challenges. Here’s […]
