Ariella Brown

techopedia

Occupational Hazard: The Pitfall of Automation

Takeaway: In order for automation to work with and for humanity rather than against it, we need safeguards and informed humans empowered to stop or fix a system error.
“To err is human; to really foul things up requires a computer.” William E. Vaughan made this observation back in 1969. Giving control over to an automated system carries potential for the system to go awry and cause serious harm before it is checked.
Automation is not new, but it is becoming a lot more widespread thanks to the...

DirectMarketingNews

Beyond Click-Through Rates: Metrics That Matter

Anthony Coleman, senior director, search and social, Digital Remedy, believes that easily-accessible metrics are not as useful as some people think
Click-through rate (CTR) has long dominated as a core marketing metrics because it is so easily tracked. With video, new metrics, like engagement rates and completion rates (VCR), are also taken into account.
However, these metrics don’t necessarily prove the campaign is working toward the marketing goal if it isn’t defined properly.
Anthony Colem...

DirectMarketingNews

How USA Today Reaps the Benefits Of Live Events

Even in our high-tech, hyper-connected world, people crave the type of human connection that only comes through live events. According to EventMarketer's 2018 Event & Experiential Marketing Industry Forecast & Best Practices Study, 84 percent of marketers surveyed consider events integral to their marketing operations.
Among the brands tapping into the power of live events are the local journalism outlets under the USA Today Network umbrella.
“We’ve focused on a couple of key areas, that are ...

techopedia

Blockchain Can Change the Recruiting Game

Takeaway: Blockchain enables the creation of a tamper-proof trail that establishes trust that things are what people claim them to be. Applying the same principle to people’s credentials and work history changes the recruiting game.
The Problem with Candidates’ Self-Representation
It’s quite common for recruiters to identify likely candidates from their LinkedIn profiles. In fact, many online applications offer the option of using that rather than manually filling in all the fields; it can ev...

DirectMarketingNews

What to Expect on Labor Day

Holidays aren't just about offers and discounts. They should be about intelligent, emotional engagement with customers too
Every holiday occasions sales, though some have greater effects than others, and Labor Day is anticipated to be one of those bigger days. According to Adobe’s Digital Dollar Report, this year’s Labor Day is expected to reach the $2 billion mark in sales.
What marketers can do to capitalize on these occasions is not just to offer the usual promotional pricing but to engage...

DirectMarketingNews

Back-to-School Marketing Trends: It's All About Gen Z

The National Retail Federation (NRF) estimates spending for back-to-school shopping to hit $82.8 billion this year
While the heat of summer draws us to the beach, marketing campaigns pull us in another direction – back-to-school season. Yes, it’s that time of year again, and today’s marketing campaigns must work with the expectations of parents -- and students – to be successful.
The back to school shopping season is a big deal for retailers. The National Retail Federation (NRF) estimates the...

InformationWeek

Smartphones Open Doors, Literally

Hotel chains are moving toward enabling guests to open their room doors and gain other benefits through smart phone apps.
In the future, hotel keys may be regarded as quaint, as guests will open doors with their own smartphones.
On August 11, Hilton Worldwide added a new feature to its Hilton HHonors app, the Digital Key. The hotel anticipates rolling it out to 250 Hilton properties in 2016, a brand that includes Waldorf Astoria, Contrad, and Canopy. The hotel chain had already offered digita...

DirectMarketingNews

Redefining Lookalike Strategies For GDPR Compliance

Are marketers going to step back or take a step forward with a new paradigm of lookalike data?
Privacy concerns, and the need for GDPR compliance for any company that is globally connected has made it necessary for brands to find ad targeting alternatives.
The question is: are marketers going to step back, or take a step forward, with a new paradigm of lookalike data?
The trend in programmatic advertising has been to tap into more -- and more -- data about individuals, to deliver more persona...

DirectMarketingNews

Using Blockchain to Beat the Bots

Some see blockchain as the most promising solution to the ad fraud problem
Digital ads have the advantage of scaling personalization effectively. But with the rise of ad fraud pushed forward by “bots,” numbers can appear inflated way beyond true human audiences. Some see blockchain as the most promising solution to this problem, given its function to act as an immutable ledger,
Blockchain has the potential to play a significant role in marketing and advertising. That vision is now being reali...

DirectMarketingNews

Luxury Marketing For The Digital Age

According to the Deloitte report, “The Great Retail Bifurcation,” premier retailers are also digital retailers, offering their “premier or highly-differentiated products, or experience offerings” online. The report found also that luxury sellers saw the most revenue growth over the past five years.

When it comes to summer vacations, most begin planning online – including those in the luxury market. What many of us do is compare prices for various flight and hotel options on sites like TripAdv...

techopedia

How Crypto Can Help Women Gain More Equal Footing in Business Leadership

Startups are still largely male dominated, and men consistently draw the lion’s share of funding. Drawing on Pitchbook’s figures, Fortune reported that “Female Founders Got 2% of Venture Capital Dollars in 2017.” A shift in the funding paradigm could effect a shift in that ratio, and cryptocurrency may be the way to achieve it.
In an emailed communication, Natalia Karayaneva, the CEO and founder of Propy, a blockchain-powered real estate startup, explained how crypto opens up opportunities fo...

DirectMarketingNews

How AI Models Advance Targeted Marketing

Targeted marketing campaigns need to work with customer sentiment in real-time
In a rapidly moving world, targeted marketing campaigns need to work with customer sentiment in real-time. Marketers need to work with incoming data and adjust their messages accordingly. Data science and machine learning can help marketers make more targeted decisions.
“From building and deploying AI models in near real-time frameworks, to doing something as complex as A/B testing with a number of different AI mod...

adweek.com

How Live Events Can Boost Digital Marketing

The positive impression a brand builds in a live event carries over into more effective digital communication. In this way, the off screen and on screen complement each other perfectly, and the whole marketing strategy becomes greater than the sum of its parts.

techopedia

With Great Progress Comes Great Responsibility

Takeaway: Media consumption is evolving alongside technological advances like artificial intelligence (AI). While we generally embrace progress, we have to also be aware of the downsides of some forms of technology. There is a dark side to AI’s capability when it is used in promoting fake news.
The dark side of technology was among the topics explored at NYC Media Lab’s second Machines + Media conference, which was sponsored and hosted by Bloomberg at its global headquarters in the city on Ma...

allanalytics.com

Driverless cars present ethical challenges

This was the most commented on blog to ever appear on the All Analytics site.