Making the most of marketing spend as consumer confidence rises Tom Dolan, Executive SVP, Media Services at Valassis, discusses how COVID-19 has impacted consumer trends and behaviors, and the capabilities marketers need to keep up.
ClickZ Daily: July 16, 2020 |
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| Good Morning! Today we have Tom Dolan, Executive SVP, Media Services at Valassis, discussing how COVID-19 has impacted consumer trends and behaviors, and the capabilities marketers need to keep up. He writes: Implementing a custom, multi-touch attribution model can help accurately account for the media touchpoints that occur along the path to purchase; allow marketers to effectively allocate digital media spend; and improve return on ad spend. Also Adolphus Nolan III, Solution Architect at Bottle Rocket, highlights how AI and ML are helping marketers exceed some of the loftier user experience expectations with essentially minimal effort. “Investment in AI and ML should be focused and tied to a single real-world problem such as reducing customer service costs or improving conversion rates,” says Al. “Widespread adoption of ML tools will drive product teams and marketers to rely on AI for decision making and improving the overall customer experience.” Benchmarking Survey 2020 We’re tracking six core marketing trends over the next few months to help you benchmark your response to COVID-19. Please complete this 15-second survey and see how you compare with others in the industry. Your answers will be treated confidentially. |
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Digital Marketing Tom Dolan Tom Dolan, Executive SVP, Media Services at Valassis, discusses how COVID-19 has impacted consumer trends and behaviors, and the capabilities marketers need to keep up. |
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AI & Automation Adolphus Nolan III Adolphus Nolan III, Solution Architect at Bottle Rocket, highlights how AI and ML are helping marketers exceed some of the loftier user experience expectations with essentially minimal effort. Read more |
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| AI & Automation Oz Etzioni AI has enabled marketer’s strategy for better engagement in more ways than we know. Read more |
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| Data-Driven Marketing Daniel Jaye Dan Jaye, CEO of Aqfer, looks at how TV viewership has soared amid quarantine and how the rise of automatic content recognition (ACR) technology in Smart TVs means that the marketers are now swimming in more viewership data than they ever expected. Read more |
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| Digital Marketing Sanjeev Sularia Sanjeev Sularia, CEO & Co-Founder of Intelligence Node, delves into the strategies retailers should invest in to ensure their survival amid COVID and beyond. Read more |
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