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For most brand marketers focusing on customer acquisition and retention, having enough data isn’t the problem anymore. Don’t believe me? Go sit with your analytics team for an hour. You’ll be blown away by the amount of “knowledge” you already have in-house. The problem is that you likely have too much data. That leads to …

Only a few years ago, “retargeting” was the hot new practice in online advertising. Today, as Chango’s new Retargeting Barometer report makes clear, retargeting has entered the mainstream. Let’s take a quick look at this survey of marketers and agencies to see exactly what it revealed and why it should be of special interest to …

Today, most brand marketers optimize to CPA. Tomorrow, most brand marketers will optimize to ROI. The day after tomorrow, brand marketers will optimize to LTV. It’s odd, because we used to talk about it all the time. It was the “next thing” and the “new way to think” about customer acquisition. Focusing on the lifetime …

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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