machine learning vs. human optimization

Google has a stated goal of “putting machine learning in the hands of every advertiser.” And at a Google Marketing Live event in June 2018 a spokesman noted machine learning is “key to delivering helpful and frictionless experiences consumers expect from brands.” As true as that might be, machine learning also makes it easier for advertisers to spend on the Google network.

a platform for organizational alignment

Are you a marketing leader considering a new or updated marketing automation tool? If you said yes, you aren’t alone. Spending on these tools is expected to grow 120% from 2017 to 2023, reaching $25.1 billion globally. In fact, 37% of marketing leaders at B2B organizations have a short-term goal to implement a new marketing automation tool. Many fail to see the true value.

proving marketing ROI from patient acquisition efforts

Proving direct return on investment is a challenge for many marketing leaders. In healthcare, this is especially true. Consider the patient journey and its rapid and continuing evolution towards consumerization. Over the past three years, the number of healthcare consumers searching for cost information online almost doubled from 14% to 27%.

Demystifying the Customer Experience

It can be easy to get lost in the excitement and possibility presented by MA – resigned to dream of some mix of cutting-edge technology and technical wizardry just beyond your grasp. For all the bells and whistles, it’s important to recognize the foundation for what it is, for what it’s always been: marketing.

How to Close Your Marketing Skills Gap

The number of marketing leaders that are having difficulties finding the talent they need has risen 320% since 2014 according to the American Marketing Association. As consumer behavior, technology, and burden of accountability facing marketing leaders evolve, how do you find the talent necessary to help you stay ahead of the curve?

Keeping Up with the Algorithms

Google changes its search algorithm upwards of 500 times a year. Search engines are so focused on giving users the best, most relevant content that an effective SEO strategy must now account for more than 200 variables in the Google Algorithm.

Applying Business Model Frameworks to Marketing Strategy

The goal of the customer-first strategy map is to help marketing leaders set goals and document their strategy with a specific focus on the audience. It’s not another persona template or content strategy. It’s a foundational piece that combines elements that can help you better understand and navigate strategic decisions as you build your roadmap.

Lead Like a Marketer, Think Like a CEO

You serve two key stakeholders as a marketing leader: your end consumer (customer experience) and your CEO (business results). These stakeholders at times may appear to be in opposition.