Driving Better Segmentation With Behavioral Data

June 30th, 2016

In an interview with Marketing ID, LiftPoint Consulting’s Mark Price discusses the challenges marketers still face with leveraging marketing analytics to effectively segment their database. Also, Price dives into how data-driven segmentation can drive more personalized messaging and experiences for their target audiences.


Enhancing Marketing Efficiency With Intent Data

May 26th, 2016

In an interview with Marketing ID’s Brian Anderson, Madison Logic’s Sonjoy Ganguly discusses the value of intent data and what it brings to the table in marketing initiatives. Ganguly also shares tips and best practices for leveraging that insight to meet the needs of your customers through your marketing efforts.


Fueling Content Production With Data-Driven Insight

April 28th, 2016

In an interview with Marketing ID’s Brian Anderson, Bombora Co-founder and SVP of Data Sales Mike Burton discussed the growing role marketing analytics has in the content creation process. The pair also discuss how data-driven marketing impacts every stage of the content lifecycle — everything from targeting and segmenting to the nurturing process.


Data-Driven CMOs Require Tech, Expertise And Communication To Prove ROI

March 24th, 2016

In a discussion with the Marketing ID team, Ken Wincko, SVP of Marketing at PR Newswire, discussed several topics from a recent white paper the company published — titled Meeting Demand: A Guide To Becoming A Data-Driven CMO. Wincko discussed the importance for today’s CMOs to develop a data-driven strategy, including the cultural shift needed to get everyone within the organization on board with taking a data and measurement oriented approach to sales and marketing. Wincko also discussed the growing impact of marketing technologies and the expanding skill sets marketing teams need to have in order to maximize productivity.


Carlos Hidalgo: Data Needs Context To Drive Demand 

February 25th, 2016

Carlos Hidalgo, CEO and Principal of ANNUITAS, points to a huge push toward data to drive demand throughout the buying process. However, Big Data and predictive analytics need context, Hidalgo said, citing companies such as PR Newswire that are doing an exceptional job of using data to track content performance and help drive their content creation.


Looking Beyond Volume Metrics To Effectively Measure Content ROI

January 28th, 2016

When it comes to measuring the impact content has on a campaign, marketers are beginning to hone in on more ROI-focused metrics that demonstrate the content’s contribution to the bottom line instead of the “volume metrics” that don’t necessarily indicate sales results. In this podcast, Kim Zimmermann sits down with analyst and author Rebecca Lieb to discuss how marketers are looking to go “beyond the likes” when measuring content marketing initiatives.