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When planning campaigns, marketers must strike a balance between encouraging sales in the short-term, and building their brand in the long term....

With the explosive growth of direct-to-consumer companies in recent years, many retail executives are hoping to imitate the source of these company’s...

Gen Z is a demographic that describes people born after 1995. Members of this demographic are influenced by a cultural, social, and technological...

The prevalence of data in marketing has enabled marketers to create well informed and detailed campaigns that drive success in a measurable way. 

Data is moving to the center of marketing strategies across organizations. It’s no wonder why – it provides the foundation for insights that...

The growth of data-based insights in marketing is a challenge that has disrupted the retail industry. With a wealth of data being acquired from...

One of the key reasons that marketers focus campaign efforts on digital strategies is that they are highly measurable. In today’s landscape,...

For decades, television advertising had a secure, prominent place in marketing campaigns. While print marketing could only engage prospects visually,...

Marketing attribution has come a long way since the 1950s, when marketing mix models provided an early prototype for marketing attribution. With the ...