This week, we’ve gathered articles that examine how personalization is crucial to advertising effectiveness. We look at how important it is to approach data, analytics, and artificial intelligence with purpose—and that it’s now time for everyone in your organization to understand AI. We dive into the role of spreadsheets in marketing analytics. And finally, we learn the differences between zero-, first-, and third-party data—and how to use each.

3 Ways Personalization is Becoming Integral to AdTech

by Vandita Grover, contributing writer for

The infusion of artificial intelligence, machine learning, and location- and context-based targeting has allowed advertising to be so much more relevant and personalized. Personalization drives better engagement and customer satisfaction, and in turn, leads to better conversions and returns. A user’s journey with you starts when first learning about you, so it is essential to deliver personalized ads that make the user aware of your brand and products that are relevant ‘now’. Learn three ways marketers can integrate personalization to hone better experiences and conversions.


Lead with Purpose: Data, Analytics Cultural Challenges

by Jessica Davis, commentary for

Data, analytics, and artificial intelligence (AI) technologies that they enable may be the stars of enterprise investments in strategic technology. But there are some concerns, as the past few years have been a bit rocky. From the fallout of Cambridge Analytica’s 2016 US election efforts to the continuing Facebook privacy issues coming to light to the fear of jobs lost to automation and AI, there’s a lot of concern out there when it comes to data. Privacy, AI replacing humans, and negative consequences have cast some doubt. The key is to lead with purpose. This article dives into how to do just that.


The Role of Spreadsheets (“Small Data”) in Marketing Analytics

by Steve Ludwig, for

Marketing AI requires standardization and merging of spreadsheet data. Managing “small data” effectively will pay off with highly effective marketing programs. IT departments continue to act as the central store of truth for an organization. Cloud-based platforms can help prepare that data before it reaches the destination. This article breaks down the difference between spreadsheets and databases, how each should be used to ensure you have clean, organized, and useful data.


The Time is Now: AI for Everyone

by Jessica Davis, commentary for

According to Gartner’s annual survey, CIOs have named artificial intelligence as the most disruptive technology that will transform their businesses and business models. But just because many people agree that it will be disruptive doesn’t mean everybody understands what it can do. Educating the non-technical staff, especially top executives, about the potential and capabilities and requirements of technology has become an important job of the IT leadership. You can’t really set strategy unless you know what a particular technology can do. Enter a new Coursera course taught by Stanford Adjunct Professor of Computer Science co-founder Andrew Ng called “AI for Everyone”.  This course covers the key AI concepts, provides help with spotting opportunities to apply AI in your own organization, offers guidance on understanding how AI is impacting society.


Zero Party, First Party, and Third Party Data—Who Needs What and When

by Indrajeet Deshpande, staff writer for

We live in the data economy and organizations are gathering unprecedented amounts of data today through various media and methods. Data helps organizations make informed decisions and target messages to the right audiences. Organizations primarily collect four types of data: zero-party, first-party, second-party, and third-party data. Different entities use each type of data in the organization for different purposes. This article breaks down and defines what each type is. It also offers a look at how organizations can use zero-party, first-party, and third-party data to their advantage.


Did you see an interesting article in the last week? Share it with us! Send it to astuttle [at]

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