Last week, Bruce Biegel, senior managing director of Winterberry Group, led a Direct Marketing Club of New York discussion on “customer data onboarding.” It's the process of linking offline data with online attributes (cookies, IP address, device IDs, non-cookie identifiers, among other identifiers) in order to perform any number of marketing use cases, what often is referred to as “data activation.”
Marketing today is a team sport. All the game-changing technology and techniques look great on paper, but they’re just scribbles without the people to make it happen. Building the team to use them to peak effectiveness means finding a more diverse and highly skilled roster than ever before.
Our January/February 2017 issue was our best attempt to answer the questions on everyone’s minds: What is 2017 going to bring, and what should I be doing about it?
When the nation’s largest ad buyer tells you to clean up your act, you do it. At least that’s what Facebook did after Procter and Gamble had had enough of the social media giant’s ad metrics snafus.
Marketers are always looking for a silver lining, but what they get from Bruce A. Biegel, senior managing director of the Winterberry Group and a Petsky Prunier advisor, is the truth — in the form of his forecast for the year in marketing.
Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example, list rentals and exchanges are filled with data cards (once print, now electronic) rich with audience measurements—the very attributes marketers need to intelligently target their offers to would-be buyers.