The challenge for most marketers in approaching a Data Lake as a potential solution is not just understanding what it is, but knowing if it’s right for your company. Before diving in, take a look at a few key questions you should ask yourself when considering a Data Lake platform.
Multi-touch attribution is more effective than last-touch attribution, but it’s also harder to implement. However, Viant’s CMO, Jon Schulz, explains in Digiday how data lakes are now helping advertisers successfully bring multi-touch attribution data together.
Marketers know millennials have moved past the selfie stage of life and into parenthood, and that they’re a lucrative demographic that’s worth studying. Check out new insights from Univision and Viant in this infographic to see how marketers can reach the highly coveted group of Hispanic Millennial parents.
Marketers know millennials have moved past the selfie stage of life and into parenthood, and that they’re a lucrative demographic that’s worth studying. But there’s a rapidly growing sector brands should be paying attention to: Hispanic millennial parents. Read on for more insights from Univision and Viant into how marketers can reach this coveted group.
Viant’s CMO, Jon Schulz, discusses how the Viant Data Lake helps clients customize data to better understand true attribution in eMarketer’s new report.
Multi-touch attribution (MTA) is all the buzz among marketers because it offers a tantalizing opportunity to determine how ads are working across the customer journey. So what’s keeping marketers from adopting it? Viant’s CMO, Jon Schulz, reveals the biggest obstacles facing multi-touch attribution and how to overcome them.
The US Hispanic population includes 59 million Americans, and more than 40 percent are millennials. That means that a wide margin of the $1.5 trillion purchasing power of US Hispanics is controlled by young adults ranging in age from 18 to 32 years old. “Hispanic Millennials are no longer a small sub-segment of the US economy, they are a driving force,” said marketing technology company Viant in a new report.
Viant, a Time Inc., people-based advertising technology company, announced an expanded partnership with Urban Science, a global automotive performance improvement consultant. For automotive marketers, this deeper collaboration solves the challenge of targeting in-market customers while enabling them, for the first time, to quickly and accurately attribute a sale to those consumers who were exposed to ads across multiple formats and channels.
What’s keeping marketers from adopting multi-touch attribution? Viant’s CMO, Jon Schulz, reveals the biggest obstacles and the ways to overcome them in MediaPost.
Time Inc.’s Viant is expanding its year-old partnership with the automotive consultancy Urban Science. Automotive marketers will be able to attribute a sale to customers exposed to ads across multiple formats and channels in under 24 hours, as opposed to 3 to 4 months. This will enable automakers to better understand how their marketing efforts are impacting dealership sales, and better gauge their return on ad spend.
Partnership solves the challenge of targeting in-market customers while enabling them, for the first time, to quickly and accurately attribute a sale to those consumers who were exposed to ads across multiple formats and channels.