Analytics & Data Science

Location Analytics Improve Bank Marketing Strategies

  • V. Marastoni-Bieser, VP, Marketing, Cuebiq; J. Cheris, VP of Business Intelligence, Sterling National Bank; C. La Sala, Director, Retail Bank & Mortgage Decision Mgt., Citibank

Location analytics can help banks better map and measure the consumer journey. But how many banks – and other marketers – capitalize on them? Research from mobility and location intelligence company Cuebiq offers suggestions that can power bank marketing to a new level and provides guidance to all who seek to cash in on using location analytics to improve marketing outcomes.

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How AI & ML Are Being Used Now

  • Joan FitzGerald, Data ImpacX; Hillary Haley, RPA; Anita Lynch, Disney|ABC Television Group; Alice Sylvester, Sequent Partners; and Audrey Thompson, Oracle Data Cloud

Hot terms or hotly contested terms? Although “artificial intelligence” and “machine learning” (aka AI and ML) are increasingly part of the marketing conversation, experts debate about how extensively they are being used today. See how leading marketers, agencies and researchers define AI and ML and how they are currently applying these concepts to drive business.

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Improving Consumer Profiles with Data Signals

  • John Gim – SVP, Advanced Analytic Solutions, RAPP; David Popkin – Head of Data Strategy for Brands, LiveRamp

Addressable consumer profiles across media. Actionable data. Connected technology. LiveRamp and RAPP offer suggestions on how to leverage these inputs, using signals from a range of sources including location, transactional and online behavioral data to create more robust consumer/customer profiles and segments that lead to better outcomes.

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Improving Targeting with Data-Based Advertising

  • Mike Rosen, EVP, Advanced Advertising and Platform Sales

What did NBCUniversal do to leverage data that will inform targeting and encourage better buying decisions? See the steps they took to change the game, which involved using set top box and other relevant data, upending internal practices, incorporating an optimization tool and more … and illustrated with a financial services client case study

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How Amazon Uses Data to Make the Cash Register Ring

  • Gian M. Fulgoni

What data tactics does e-commerce giant Amazon use to satisfy customers and set itself apart from other digital and traditional retailers? This JAR article examines the data analytics Amazon employs to fuel its growth, noting the possibilities such approaches hold for other retailers, and speaks to the changes on the horizon.

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Data Ethics: How Can the Ad Industry Address Concerns?

The complexity of issues surrounding data ethics and advertising were front and center at the ARF’s first Town Hall on the topic, held on April 26. With probing questions such as “Who owns your data?,” “How will GDPR affect U.S. practices?,” and “What are the merits of new laws vs. self-regulation?,” the session surfaced a range of views and generated healthy discussion.

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