Recent Posts by Tara Dezao

Martin’s Super Markets is a 22-store supermarket chain that leverages an advanced audience planning strategy to connect with consumers. In business since 1947, the chain is a digital marketing pioneer in the grocery space as an early adopter of the online “grocery-to-go” model with their homegrown program “click and collect.” We sat down with Amy McClellan, SVP, Retail for Martin’s Super Markets, to learn more about how her organization leverages an audience-first marketing...

Advertising week NYC is an assault on the senses.  An industry event like no other, the action takes place across multiple venues in New York’s iconic Times Square. Detested by some and unimagined by others, the visuals and sounds in this environment reflect the industry itself—sometimes fragmented by contrasting objectives and channels yet connected by threads of creativity, innovation and the desire to join audiences and ideas together. Last year, during this event, we talked...

There’s a wide range in the quality of ID graphs available today. While using a high-quality ID graph can dramatically improve the effectiveness of your marketing efforts, using a low-quality ID graph can result in subpar performance, wasted advertising budgets and misleading analytics leading to erroneous strategic decision making.  When evaluating an ID graph provider’s solution, one of the most critical components is the reliability of their validated data.  Every identity...

If you are a B2B marketer, you already know that your customer’s purchase journey differs significantly from that of B2C buyers. From the longer length of B2B sales cycles, to the higher number of decision makers involved, the B2B purchase path is fragmented and no longer starts with the sales rep.  These differences should impact not just your marketing messaging, but other B2B advertising strategies—essential to executing effective data-driven campaigns.Laying a solid...

Lapsed customers aren’t a new problem and brands have been devising win-back strategies since the early days of consumerism. However, brands didn’t always have the insights or tools necessary to re-engage lapsed or lapsing customers. Lapsed customers demonstrated a need for your product in the past, which means that they are likely a better place to put your resources than brand new prospects who have yet to reveal that need.Also, they are already familiar with your brand,...

As tens of thousands of people descended upon the seaside town of Cannes to celebrate the most creative and innovative content and technologies across advertising, Oracle Data Cloud welcomed guests to the Oracle Deck from across the globe to explore what data is making possible for brands, agencies and platforms alike.  We explored themes around brand safety, creative and content optimization & measurement with leading organizations such as ESPN, General Mills, Hershey’s, RB,...

Flipboard is a platform where users aggregate all their interests and passions in singular feeds with curated content. They reach more than 100MM people around the world each month. They love helping people read amazing content tightly tied to their interests or passions, whether it’s something in their professional or personal lives.  We talked with Cecily Mak, Chief Revenue Officer & General Counsel, Flipboard Inc. to discover the ways in which Flipboard improves the user...

Auto marketers understand that what consumers want is an ever-evolving product. That’s why certain organizations are rebranding themselves as mobility companies and changing the ways they engage and connect to buyers. In February, DRIVE 2017: The Automotive Marketing Summit, brought together the automotive marketing industry’s most cutting-edge brands, agencies and ad-tech companies to talk best practices and the newest trends on the horizon.  “This year’s DRIVE theme was the...

Marketers are now wise to the notion that data drives competitive advantage. Often as new insights, tools and capabilities emerge, more questions arise – and you may uncover holes in your marketing strategy. This is a good thing, because creating a solid data-driven marketing organization is a marathon, not a sprint. It requires testing, training and stamina.    Here are a few tips to help you focus on long-term success. 1) Increase investments in people, not just technology It’s...