Multichannel Marketing

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Marketers Need to Stay in Control of Reach and Frequency Across Their Targeting Efforts

Marketers Need to Stay in Control of Reach and Frequency Across Their Targeting Efforts

Jul 20, 2018

Greg Bayer, senior vice president of product at Nielsen Marketing Cloud, talks about how marketers can blend their targeting efforts to control reach and frequency and, therefore, avoid overspending on ads.

When People-Based Targeting Is Too Difficult, Household-Level Targeting Is the Effective Alternative

When People-Based Targeting Is Too Difficult, Household-Level Targeting Is the Effective Alternative

Jul 20, 2018

Michael Hayes, chief revenue officer and CMO of UberMedia, discusses how individual-level targeting is still in its infancy, and why’s that’s not necessarily a bad thing.

Understanding Customer Engagement

Understanding Customer Engagement

May 22, 2018

This report contains a framework for making sense of customer engagement metrics at one’s organization. It shares requirements for putting that framework to use and gives examples of companies successfully navigating customer engagement efforts.

For US Marketers, Attribution Remains a Major Priority

For US Marketers, Attribution Remains a Major Priority

Feb 13, 2018

Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it’s early days for those actively pursuing it.

Attribution Beyond Marketing

Attribution Beyond Marketing

Feb 08, 2018

For a customer-centric view to work, marketers need to account for all touchpoints in the customer journey—not just those they track themselves. This report looks at select nonmarketing touchpoints companies must consider to approach true holistic attribution.

Attribution Won’t Work Without Putting the Consumer at the Center

Attribution Won’t Work Without Putting the Consumer at the Center

Feb 07, 2018

Rolf Olsen, chief data officer of Mindshare North America, discusses how marketers are structuring holistic attribution to focus on the consumer.