Sara Kalbhenn 
Most marketing teams are stuck in refinement mode — optimizing creative, tweaking personas, and competing harder for the same audiences everyone else is chasing. Exploration changes the game. When you treat your data like a map instead of a scoreboard, you uncover new segments, earlier signals, and opportunities your competitors never see coming.
Most marketing campaigns aren’t failing because of creative or budget — they’re failing because the data behind them is broken. Duplicate records, outdated info, and missing identities quietly drain performance and waste spend. Fix the foundation, and everything else starts working.
Everyone loves a New Year glow-up. In 2026, the smartest one isn’t a new platform—it’s fixing your customer identity so personalization, targeting, and measurement finally work.
Thanksgiving is a time for turkey, pie, awkward political debates, and bonding with distant relatives you barely remember. But amid the family fracas, there’s a useful lesson for marketers: bringing the right people (or data) together can make the whole experience a success. Data Silos: The Distant Relatives Who Don’t Talk The cousin who lives …
Santa has his list and he checks it twice every year. He knows his customers’ dispositions and segments them so his manufacturing operations stay optimized. Come delivery day, he’s so efficient that he’s the envy of every shipping company on Earth. How does he do it year after year? Impeccable data. This article will show that, with properly structured data, retailers can be like Santa this holiday season.
B2B competition has never been more intense. The days of good-for-one-industry, good-for-all data sets are over. To compete in the B2B space today (especially with account-based marketing campaigns) you need industry-specific data… and a partner to help you get it.
Visual signs that seek to protect us from ourselves are everywhere: “Do NOT feed the alligators.” or ”Caution! Touching High Voltage Lines can Lead to Injury and/or Death!” Obvious as these warnings may be for most of us, it’s good to point out imminent danger, especially when the consequences for non-compliance are dire. That’s what this article will do… except with data.
From hyper-personalization with AI integration to the rise of augmented and immersive experiences, this article explores the hottest topics that marketers at the vanguard of digital commerce are talking about.
The US Postal Service processed 28.3 million address changes in 2023. How can knowing who these movers are, when they’re moving, and where they’re moving to help broadband providers earn more subscribers?
Even the best data is helpless if your employees don’t understand it or know how to use it. This article will explain why it’s critical for organizations to not just rely on professional data analysts and scientists to interpret data, but to foster a company culture where all employees are empowered to understand and leverage data for decision-making.
Data is omnipresent. But without human intelligence to filter it and provide structure and purpose, it’s as helpful to an organization as seawater is to an adrift shipwreck survivor dying of thirst.
Not all customer prospects are created equal. Within the piled hay of customer data lies the shiny needles — the elusive decision markets — that marketers seek. This article explores how to refine data haystacks using optimized, firmographic information to find the true prizes.
Is there anything more frustrating for marketers targeting enterprise-level companies than unwittingly wasting their precious time on small organizations? How can better data allow easier targeting of the right companies and (even better) the right executive decision-makers in those companies?
Just like there’s more than one perspective in an argument, there’s more than one source of truth in a data-driven analysis. This article explores the benefits of triangulated data, a multi-perspective approach to data sourcing that allows for greater reliability, depth, and context of decision-making.
Customer data can be a trove of profit-producing insights, yet so many CRMs are set up in ways that don’t reflect the depth of an organization’s needs. This article explores how to set up key systems for data success.