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Focus on travel: Webinar illuminates the complex shopping journey

We recently hosted a webinar in partnership with PhoCusWright called “Connecting With Today’s Online Leisure Travel Shopper.” More than 400 people registered, and I enjoyed reading some of the pre-event questions that were submitted by participants. What those questions tell me is that travel organizations are mature in their understanding of measurement and optimization of […]

New technologies are changing the face of personalization

Recently, I presented at Marketo’s Marketers First virtual conference on the topic of new opportunities for marketers to provide integrated digital experiences. My session discussed the evolution of digital marketing and how new technologies have opened the door to real-time access to the customer journey across digital channels and devices – allowing for the creation […]

My top tip: Avoid the tradeoff

Your customers are always on – crazy-connected, thumbs blazing and very social. During their buying journeys, they’re shuttling across channels and platforms before making that final decision of whether or not to purchase. As a marketer, your challenge is more than just capturing this avalanche of cross-platform, cross-channel data – it’s making sense of it […]

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Cross-channel attribution is about more than campaigns and touch points

First-touch. Last touch. Everything in-between. Historically, attribution has been all about touch points. You ran a campaign across ad networks, affiliate sites, email sends and branded sites or apps. Then, you looked at the data to see which channels drove more conversions and which demographics were more responsive within each channel. If you were more […]

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