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AdTech Earthquake Part 3: Connect Your Data to Make Customers Happy and Generate Revenue

In this three-part series, we first examined the rise of the privacy-first economy and the disappearance of third-party customer data, which for years has been the main fuel of digital advertising. In part two we took an inventory of the data still available to brands (principally, first-party data) and the ways brands can use it…

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What is Tag Management?

To understand what tag management is, we first need to define “tag.” A tag is an invisible piece of digital information — usually JavaScript code or a single-pixel image — embedded into digital content. It’s designed to trigger events (e.g., serving an ad) while also collecting information about users and their behaviors as they interact…

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Thriving in the Privacy-First Economy by Unifying and Activating 1st-, 2nd- and 3rd-Party Data

Over the last decade, marketers have relied heavily on third-party data to acquire, retain and grow customer relationships. Whether it involved using a data management platform (DMP) to find audiences and serve ads through ad networks or utilizing walled gardens like Facebook and Google for acquisition and retargeting — third-party data has dominated the better…

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What is Performance Marketing?

The Performance Marketing Association defines performance marketing as “online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed, such as a sale, lead or click.” Performance marketing flips the paradigm of traditional marketing. In the past, advertisers paid up front to purchase a certain amount of…

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ActionIQ’s New Ways of Working

Office-first or remote-first? That is the question these days, and there’s no lack of passion about it. Some sides argue that remote workers have no hustle, whereas others claim the office is a relic of the past. Fortunately, at ActionIQ, we have a passion for data — and so we use data to guide us…

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What is RFM Analysis?

The “RFM” in RFM analysis stands for recency, frequency and monetary value. RFM analysis is a way to use data based on past customer behavior to predict how customers are likely to act in the future. An RFM model is built using three key factors: 1) how recently a customer has transacted with a brand;…

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