Be honest with your users about how you use their data. They’ll love you for it.

Privacy matters. All you have to do is look at the recently-launched “Privacy Project” from The New York Times. It’s an ambitious — and ongoing — examination of privacy in an increasingly digital world. The Times is dedicating enough resources to the project that they’ve given it its own website and Twitter account. Or look at Apple's most recent marketing campaign ("Privacy. That's iPhone."). In a series of humorous quick-cuts in bathrooms, cars, and any…
May 23, 2019
DataPeople-Based Marketing

How to segment your audiences, attract new users, and make more money

You’ve got data. That’s good. You know how people use your app. Or maybe you know what articles they enjoy on your website. Or the levels in your online game they like playing the most. But now you want to do more with that data. Maybe you’re Instagram, and want to increase engagement on live video. Or you’re the Washington Post, and want to get articles about “Game of Thrones” in front of people who…
May 23, 2019
Audience TargetingDataPrivacy

PII vs. non-PII data: what the heck is the difference?

There are two types of data in this world: the data that can identify an individual, and everything else. When it comes to data that can identify people, think things like postal addresses and phone numbers. When it comes to “everything else,” think IP addresses and location. One data set identifies an individual. The other doesn’t, but still provides information that’s useful for a marketer, an app developer, or a news website looking to optimize…
May 23, 2019

This was the most important conversation at the LUMA Digital Media Summit

On May 14, we attended the Luma Digital Media Summit, an event that separates itself from similar events through its sheer volume of heavy-hitters, and the ideas these heavy-hitters bring to the table. There were CEO’s, COOs, and EVPs from The New York Times, Axios, Snap, Verizon, Accenture, Publicis, and GroupM, among others. The keynotes and firesides had information -- good information -- and, in general, we can report that the future of the digital…
May 23, 2019

What happens when a mobile app is non-compliant in its data policy?

You’ve got a mobile app and lots of happy users. That's good. But one surefire way to submarine this good thing is to be non-compliant in your data privacy policy. Not only would you erase any goodwill with your users, but you might also be fined by regulators. Let’s take a closer look at the consequences of non-compliance, so you can better avoid that scenario. What are the penalties for violating privacy regulations? If you…
May 23, 2019
Audience InsightsDataMobile Marketing

Mobile Advertisings IDs, explained

You want to create the best experience possible for your users and make sure they’re getting served with ads they actually care about. That can get tricky on mobile devices. Enter the MAID. Mobile Advertising IDs -- or MAIDs, for short -- are strings of digits assigned to mobile devices. Android assigns them. So does Apple. If you’re into cooking, news apps use them to float food-related content to the top of your feed. Instagram…
May 23, 2019
Audience InsightsDataMobile MarketingPersonalization

Data-Driven Marketing: Why You Should Invest

What is Data-Driven Marketing? Technology is an essential part of people’s professional and personal lives today, which means consumer data is more available to marketers than ever before. All of this data can provide deep insights into consumers - but with endless information, also comes a lot of responsibility. Without a data-driven strategy, your data is nothing but a messy collection of numbers and touch points with no direction. Data-driven marketing not only collects consumer…
April 10, 2019
Audience TargetingDataPeople-Based MarketingPersonalization

Lookalike Audiences: The Beginner’s Cheat Sheet

What’s a Lookalike Audience? Lookalike audiences are created from characteristics found in your best customers, so you can reach relevant new prospects who are likely to be interested in your business. By analyzing the characteristics of your existing customers, you can then build lookalike audiences who represent similar consumer profiles - similar lifestyles, interests, consumer behaviors, and media preferences. This way, you know you are reaching people who are most likely to be interested in…
April 10, 2019
Audience TargetingDataPeople-Based Marketing

Data Linkage: The Cross-Device Solution

What’s Data Linkage? Data linkage is the process of connecting various sources of information and records to create full consumer profiles of individuals.  Rather than relying on one source of information, linking data is considered best practice for understanding who your audiences are. While this strategy may sound simple, data linkage comes with great benefits as well as challenges for today's marketers. Overcoming the Cross-Device Challenge An average consumer owns at least 3-4 connected devices, so…
April 10, 2019
DataPeople-Based MarketingPrivacy

It’s Time for a National Privacy Law. Here’s Why.

By the 1890s, fresh New England lobsters were served in Denver dining rooms. What made that culinary feat possible was a transcontinental rail system that whisked the highly perishable shellfish quickly and easily from the East Coast to the Rocky Mountains. The engineering marvel of its day, the railroad worked because it was built on a unified set of standards and specifications. Had the railroad been forced to comply with different rules set by states…
April 10, 2019