Intent Analysis is all about guesstimating the intention behind the information. The intention can be anything from wanting to buy, sell, complain, or the intention to cancel the purchase
Customer Data Platforms (CDP) and Data Management Platforms (DMP) sound quite similar and might even share a few common attributes. However, these platforms are vastly different. World over, marketing and advertising industries now focus on only one thing – customers. To put customer first, brands really must build good relationships with them. To do that […]
Changes in privacy regulation, as well as updates from internet browsers, means that online marketing is facing one of the biggest shifts in digital marketing for over 20 years Third-party cookies, for 20+ years the fuel of online marketing campaigns, are gradually being phased out. A change with a lot of impact, but also one […]
Ad fraud is costing marketers approximately USD 20 billion per year. From fake audience to fake traffic, and fake clicks, to fake installs; advertisers are paying for clicks and exposure that never happens. In October 2018, Buzzfeed News uncovered a massive mobile ad fraud that affected over 125 android apps and websites, including Facebook, Lyft, […]
David Raab needs no introduction. The marketing technology consultant was recently in Dubai to speak at Middle East’s first and largest marketing technology summit – Vibe Marketers Fest 2019. Raab, known for his extensive knowledge on marketing technology, coined the word Customer Data Platform in 2013. He spoke about the mistakes marketers make when choosing […]
With more channels, and touchpoints available for customers to interact with a brand, marketers’ task has never been more complicated. Vikram Krishna, Executive Vice President, Head of Group Marketing & Customer Experience, explained how marketers can resolve these complex issues. “What do we need to do differently to win market share while dealing with the […]
At the end of the workday, you jump in your car and get hit with a notification from Apple Maps: “15 minutes to Home. Traffic is normal right now.” This is personalisation in a nutshell. Your phone knows your daily routine and gives you a heads up before you even have a chance to buckle […]
According to Scott Brinker, the MarTech guru behind the widely popular Marketing Technology Landscape Supergraphic, marketers must follow five cardinal rules – centralise and decentralise everything, and automate and at the same time humanise everything. And lastly, embrace the change. In his keynote session at the recently concluded Vibe Marketers Fest (VMF) 2019 in Dubai, […]
Despite continued efforts by the advertising community, ad fraud continues to plague advertisers and technology platforms. A report released by cybersecurity company Cheq states that advertisers will lose more than $23 billion globally to ad fraud in 2019. There are very few steps like ads.txt taken to ensure ROI for marketers who are spending billions. […]
Machine learning is helping marketers to go beyond existing marketing strategies and make precise decisions based on data. The collection, processing, and use of data have become strategically imperative that drives better businesses. This data has allowed machine learning to minimise the gap between strategic models and the actual outcomes of marketing campaigns. According to […]
