Bruce Biegel

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the DMA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York and Marketing Idea eXchange, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

American ad and marketing spending will far outpace GDP in 2018, at $316 billion — up 4.8 percent over 2017, and beyond the expected 2.8 percent growth in GDP slated for 2018, reads recent research.

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.

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.

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