Data, Shmayta: Marketers Pull Back from Analytics

Ignoring data is another trend, and it’s not just for politicians.  PAN Communications found marketers have shifted their content goals to emotional connection, are less likely to measure performance against revenue, and are more likely to feel they don’t need analytical skills.  Similarly, Veritone reports that just 33% of marketers say data is critical when selecting content and that Return on Ad Spend is dead last on their list of metrics. The Forrester study we covered yesterday similarly found marketers rating content development above analytics as the most important skills for new hires.

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IBM and Nielsen Enable Real-Time Weather-Based Ad Targeting

September 18, 2020

IBM’s The Weather Company is joining with Nielsen to offer Zip code-level advertising triggers based on local weather and Nielsen’s product sales data. The magic of artificial intelligence has let IBM develop more than 500 triggers with up to six variables per trigger. These will be available to target ads across programmatic, display, social, search, video, email, and digital out of home media.

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Pandemic Has Accelerated Marketing Innovation: Forrester Study

September 16, 2020

Here are two studies that agree the pandemic has accelerated digital transformation but disagree on how. A Forrester study for MediaMonks found that marketers have become more innovative: their new top priority is accelerating digital experience initiatives (61%) and their next phase of digital transformation will focus on virtual experiences (72%). Meanwhile, Spiceworks Ziff Davis found that IT managers have pulled back investments in advanced technology to focus on immediate needs including security, cloud migrations, and remote worker support. Could be a marketer vs IT thing.

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