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    California Consumer Privacy Act: The Challenge Ahead – The Impact of the CCPA on Data-Driven Marketing and Business Models

    ... for data-driven businesses–the rapidly increasing number of businesses that rely heavily on consumer data, whether for marketing, gaining marketplace insights, internal research, or use as a core ...

    Data-Driven Marketing Platform Interactive Offers Tackles The Challenges Of Deliving Safe And Effective Advertising Analytics

    With the second annual Benzinga Fintech Summit in the books and another year of events brining together luminaries from across all aspects of finance, we're taking the opportunity to debreif with a fe...

    How to Heat Up Marketing Impact With Data-Driven Personas

    This article is part of an occasional series from leading voices about key issues facing marketing today. When someone has a hot-sauce habit, he knows when that extra zing of impact just isn't there. ...

    Marketers: How To Trust Your Data Again

    Data is foundational for businesses, and this is especially true in marketing. When collected and measured effectively, data can be credited for increased return on investment (ROI) and authentic bran...

    Martech is a mainstream marketing profession, latest Gartner data confirms

    As 2018 comes to a close, we can affirm that this was the year that the martech profession crossed into the mainstream. Marketing technologists are no longer unicorns. I was struck by this anecdotally ...

    Data Science for Marketers (Part 3): Predictive vs Prescriptive Analytics

    While the concept of advanced forecasting isn’t new – the airline industry has been analysing their flight data for years to minimise late arrivals and optimise routes – it is now starting to reach it...

    Alliance Data explores possible sale of Epsilon marketing services unit

    Major ad holding companies will be keeping an eye on the possible Epsilon sale and could consider making a bid, as many are striving to bolster their own digital marketing offerings, where a lack of d...

    Event Marketers Harness the Power of Data

    Event marketers aren’t alone in their desire to optimize their use of data. A new Freeman Data Benchmark Study of more than 650 leading marketing executives found two-thirds of corporate marketers pla...

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