Programmatic buying: 5 tactics to go beyond the Google Display Network
Display marketing is changing rapidly with the growth of programmatic buying . Google has contributed to this growth with the Google Display Network, but this platform remains limited in terms of control, targeting possibilities and variety of sites available.
Content Marketing: how to create a solid content brief
In recent years, content marketing has begun to receive more and more attention, as classic online and offline forms of advertising have lost buyer confidence points. Consumers are becoming more selective as their needs shift towards more time-saving, relevant and accessible resources.
Marketing transformation: the importance of culture, leadership and talent
This first article in this series on marketing transformation, published a few weeks ago, covered the importance of data for effecting marketing transformation, while the third installment, soon to be published, will draw everything to a close by discussing what technology can bring to this process. This second article will focus on three aspects: culture, leadership and talent. As early as 2010, in Analytics: The New Path to Value published in the MIT Sloan Review, Steve Lavalle and Michael S. Hopkins listed what was in their estimation the three biggest obstacles to the adoption of analytics within organizations: a lack of understanding of the way analytics should be used to improve a company’s business performance; a lack of focus on the part of management due to multiple, divergent priorities; and an internal lack of skills. Unfortunately, after almost twelve years, these three organizational barriers continue to hinder the success of analytics projects. Thomas H. Davenport wrote t …