Powering Content Marketing And Creative By Leveraging The Power Of Big Data

Test, test, test. Experiment with word order, word choice, images and others to drive the most conversions, regardless of what your purchase funnel may look like. Recently, we launched a live test to see which “HERO” creative and content from our latest campaign stood out and drove the most recall and lift. Leveraging the power of Adobe Target for onsite personalization and A/B experimentation, we split audiences into a 50/50 control and experimental group. We were then able to recruit the populations by automatically creating two audience groups: 50% of unique visitors saw one advertising spot and the other 50% saw the other advertising spot. From there, the software quantified and qualifie

How tech and data analytics are being used to end smoking in young adults and teens

"And so, while we've always been an analysis-focused organization, we've always done metric studies, attitudinal studies and qualitative studies in-field, which really helped shape the creative and the broadcast strategy. As we've become more and more of an online player because we need to reach eyeballs where they are, it's a necessary requirement not only to have a tech staff that can support delivery, but also a staff that can help us analyze real-time data, then synthesize real-time data from multiple different sources," Favatas said. "So, between walled gardens and unwalled gardens, between our own analytics production, which is Adobe Analytics, and our CRM, with our ad servers, DSPs su


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