Category Archives: Strategy

Strategic vs. tactical decisions: How to find the right balance

Are you spending too much time on tactical decisions? Learn the importance of a strategic focus to boost your team’s effectiveness. Ruben Ugarte on November 7, 2023 I am fascinated by the interplay between strategic and tactical decisions. Neither is better than the other, and you couldn’t just adopt one type exclusively. My experience with … Continue reading Strategic vs. tactical decisions: How to find the right balance →

Acxiom CEO Develops Strategies To Protect Company IP Against ChatGPT

Strategy

IPG’s Acxiom Develops Strategy To Protect IP From ChatGPT by Laurie Sullivan @lauriesullivan, March 31, 2023 Acxiom CEO Chad Engelgau, who worked at Dell for more than a decade, sees generative artificial intelligence (AI) technology as transformative for advertising. He says the underlying technology must be understood to create benefits for marketers and brands, as well … Continue reading Acxiom CEO Develops Strategies To Protect Company IP Against ChatGPT →

Preparing For 2023: Strategize Macro, Plan Micro

Strategy

Preparing For 2023: Strategize Macro, Plan Micro by Elise Stieferman , December 9, 2022 The end of the year is both an exciting and anxiety-ridden time for marketers. Planning for the new year presents the opportunity for a fresh start, and yet there’s the sometimes-debilitating weight of not knowing where to begin. For a long … Continue reading Preparing For 2023: Strategize Macro, Plan Micro →

Modeled behavior: A future-proofed new measurement strategy

Strategy

Rather than shying away from modeled attribution, marketers should look to further understand and wholeheartedly embrace it. Nick Yang on November 7, 2022 In the current privacy-centric environment, traditional methods of marketing and analytics measurement are no longer viable. So the urgent question is, what are the key next steps brands should take to be … Continue reading Modeled behavior: A future-proofed new measurement strategy →

Equativ Makes ‘Strategic’ Investment In Video Personalization

Strategy

Equativ Makes ‘Strategic’ Investment In Video Personalization by Laurie Sullivan @lauriesullivan, July 7, 2022 Equativ, an independent ad monetization platform, Thursday announces a strategic investment in Nowtilus, a Germany-based video personalization company helping broadcasters and publishers transition to digital streaming. The move is the latest in a series of acquisitions and partnerships accelerating the company’s … Continue reading Equativ Makes ‘Strategic’ Investment In Video Personalization →

3 Signs You Don’t Have a Real Strategy

Strategy

Dave Wakeman November 24, 2021 allycatfoxtrot / Pixabay I try to set a good example for my clients by doing a lot of market research. This takes many forms that most of us can do with little trouble like ethnography, one-to-one conversations, small focus groups, and surveys. Over the last few years, I’ve noticed a … Continue reading 3 Signs You Don’t Have a Real Strategy →

Where Strategy Begins

Strategy

Natalie Ross July 29, 2021 Some of the most seasoned marketing executives have patted me on the head when I’ve emphasized the importance of digital brand strategy. “Let the experts in social media, etc., take care of it,” they say. “No need to mess around with new online toys and platforms that don’t concern us … Continue reading Where Strategy Begins →

Outreach Strategists Proves Cookieless Identity Improves Performance, Match Rates

Strategy

Outreach Strategists Proves Cookieless Identity Improves Performance, Match Rates by Laurie Sullivan @lauriesullivan, February 4, 2021 Outreach Strategists, a Houston-based public affairs and communications agency, uses an identity resolution and audience platform with help from Adform and Semcasting that relies on a federated ID rather than a cookie-workaround. “In the past we would wait for days … Continue reading Outreach Strategists Proves Cookieless Identity Improves Performance, Match Rates →

The 5 “Es” of Incentive Program Strategy

Strategy

Juan Ortiz February 2, 2021 For decades, incentive strategy has been used to influence positive behaviors in the channel that help drive more sales. Although “more sales” may be the key destination, the road to getting there may be blurry. Too often, channel professionals may find themselves jumping from the broad goal (like “more sales) … Continue reading The 5 “Es” of Incentive Program Strategy →

Strategies to Provide Relief to QA Experts

Strategy

Ray Parker December 29, 2020 Better late than never. We might have seen the signboards with this phrase on the highways. But it’s true to use in our real-world day-to-day scenarios as well. Over speeding is always dangerous. And it’s true in the case of software development as well. Developers are always in a hurry … Continue reading Strategies to Provide Relief to QA Experts →