I recently published an article on AdExchanger on why CRM was way beyond just a technology or a channel. In fact, I strongly question if CRM is even a capability that can be boxed into any single bucket — Consumer Relationship is an objective and if you do the right things, it’s an outcome. But…

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mayur Gupta, senior vice president and head of digital at Healthgrades.   Marketing has evolved substantially from the witty and creative ads of the “Mad Men” era to processes designed…

Modern marketing is in need of an anti-channel mindset Don’t get sucked in by “channel obsession.” Columnist Mayur Gupta explains why marketers need to move past channels and instead focus on the consumer and the consumer experience. There’s no denying that the consumer has been at the center of marketing’s ecosystem for decades — but…

Need a new lip gloss? Skip the store and download Kik. Sephora became the first beauty brand to make its debut on the messaging app Monday, aiming to drive sales by offering a one-to-one chat experience on mobile. Users will now be able to not only get their beauty product reviews, recommendations and tips instantly,…

Marketers often believe that investing in analytics and digital marketing tools fully prepares them to compete in a data-driven world. These tools are built to quickly and simply help marketers translate data into actionable metrics. But in reality, that’s just half the battle. Keeping pace in the digital age also involves hard decisions about the setup of their…