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GA4: Unraveling the New World of Google Analytics

| Mike O'Brien

The digital landscape has experienced a seismic shift with the recent sunset of Google Universal Analytics (UA) in favor of Google Analytics 4 or GA4, introduced in 2020. As of July 1, Google stopped processing data through UA, creating a forced migration. Ben Hardt, VP of business intelligence and innovation at X Agency, walks us through the changes and the impact on marketers.

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Content-Based Marketing: A Post-Cookie Evolution

| Deborah Kilpatrick

Third-party cookies served their purpose of helping advertisers learn more about their audiences for a time. But now with their imminent depreciation in 2024 – for real this time – content-based marketing has taken the stage. This is bringing marketers back to the impactful basics, seeking and reaching high-intent consumers at the likely point of purchase.

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The Future of E-Merchandising: AI and Personalization

| Sam Parnell

The world of e-merchandising, i.e., the art of presenting products and services in an enticing and captivating way online, has evolved significantly over time. Now, the profound impact of significant AI advancements on the future of e-merchandising is becoming increasingly evident. However, data inputs need to be sufficient to realize meaningful insights and harness the power of AI.

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Marketing-Friendly Apple Features: Boosting Engagement

| Josh Wetzel

Apple recently announced two major technology advancements that hold significant importance for marketers: Live Activities and iOS Web Push. These new features allow companies to optimize their mobile web presence, enhance customer communication on a broader variety of devices, and ultimately, drive conversions and brand affinity. Learn how you can leverage them to unlock a new audience.

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7 Steps to Meeting Ecommerce Marketing Objectives

| Darwin Liu

Can ecommerce marketing campaigns really fail by something as mundane as failing to set the right objectives? Yes, they can, and sadly, they often do. Just as professional athletes cannot achieve a desired level of performance by simply starting to run and seeing how fast they can improve, ecommerce marketers need to unpack what drives success and apply their own build-backwards methodology.

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Getting Your Arms Around Product Data

| Jill Mueller

Without a central source of truth, tracking down accurate, current product data can feel like running a maze in search of that elusive piece of cheese. Manual processes reducing efficiency and slowing down marketing teams. And time and resources used on organizing disconnected data take away from building rich content to drive conversions and ROI. It doesn’t have to be this way, though.

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Generative AI Had Quite a Week

| Mike O'Brien

It was quite a week in the ever-expanding universe of generative AI, as the arms race among tech titans escalates, new solutions proliferate and more retailers jump in with both feet. From Elon Musk to Google, Amazon, Walmart and Levi Strauss, more companies are moving beyond the experimentation stage and planting a flag as a wide range of applications hit the market.

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Setting Marketing Benchmarks in Emerging Channels

| Josephine Wong

As the media landscape evolves and new marketing formats enter the fray, tried-and-true methods of benchmarking may not be as reliable. No matter which new path you’re about to tread, deciding which marketing benchmarks to use and how best to measure them will be instrumental in ensuring successful campaigns.

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Retail Media and the Optimization Opportunity

| Skye Frontier

Retail media has grown under a confluence of factors which make measurement very difficult. This is mainly because both the ad nd sale take place within walled gardens. But if poor performing campaigns can be identified quickly, and dollars reallocated, brands can generate significant incremental sales with the same working budget. 

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Gap Inc. Exits Retail Media to Focus on Other B2B Areas

| Mike O'Brien

A year after its launch, Gap Inc. has decided to exit its retail media and advertising business, in order to focus more time and investment on its B2B logistics services and custom apparel, as it faced competition from major retailers whose media networks held more appeal for brands.