A/B Testing in Marketing: The Customer’s Always Right

By Anna Maria Virzi | February 08, 2018

A/B and multivariate tests are designed to let marketers know what messaging, content, offers and visual elements contribute to a lift in...


Super Bowl LII Ads: Multichannel Campaigns Make Progress, But…

By Anna Maria Virzi | February 05, 2018

Brands advertisers on the Super Bowl are slowly coming around to making their $5 million investments part of an integrated multichannel...


User Research: Marketing’s Workhorse

By Anna Maria Virzi | November 16, 2017

Marketing leaders have many tools and approaches to understand users and improve customer experiences. One unsung hero is user research, a...


CMO Spend Survey 2017-2018: Spotlight on Marketing Analytics

By Anna Maria Virzi | November 13, 2017

According to Gartner’s annual CMO Spend Survey, marketing analytics investments is the single biggest area of spend, representing 9.2% of...


Make 2018 the Year of Marketing Measurement

By Anna Maria Virzi | October 05, 2017

Marketers have moved past the long-running declaration, “This is the year of mobile.” Some are riding high today on the native advertising...


Native Advertising Heats Up

By Anna Maria Virzi | September 08, 2017

What’s native advertising? It’s a question that confounds even the most seasoned marketers, even though the Federal Trade Commission has...


The CMO’s Dilemma: Focus on the Customer, But at What Cost?

By Anna Maria Virzi | August 24, 2017

For this year’s CMO Strategy Survey, we set out to learn about the current state of marketing organizations, including the scope of...


Social Marketing Wallflowers

By Anna Maria Virzi | June 30, 2017

Social marketers hold a unique role in business. In the external world, they engage with their brand’s supporters and detractors alike....


When Email Marketing Misses Its Mark

By Anna Maria Virzi | April 14, 2017

“Oral Surgery Appointments Available: Friday, May 19, 2017” read the ominous subject line of an email sent from my dentist’s office. I...


Marketing Data: Getting to the Right Stuff

By Anna Maria Virzi | April 06, 2017

Have you noticed: The more data you collect, the less valuable it seems? It’s no wonder. Digital marketing activities give marketers access to...