Category: Opinion

Data has become one of the driving forces of decision-making. It’s no longer enough to make decisions based on what we believe to be correct: data has become indispensable for businesses to stay competitive and accurate. Qualitative and quantitative datasets about customers, partners, staff, vendors and even business processes are what businesses have come to… Continue reading Data Silos: What They Are & Why You Need to Get Rid of Them

Zeotap Co-founder and CEO, Daniel Heer, sat down with Programmatic Spain to discuss Zeotap’s evolution into the leading end-to-end Customer Data Platform in Europe, how its unique universal ID solution differs from competitors, and what it’s doing to actively help the open web increase its level of first party data. 1. Zeotap positions itself as… Continue reading Interview: Zeotap CEO Daniel Heer on Becoming Europe’s Top CDP, Unique ID Solutions & Boosting Open Web Data

One of the most important things to know as a marketer or salesperson is your customer’s perspective. Whether you are trying to understand what they do, how they feel about certain products and services, or why they act the way that they do – it all comes down to understanding their needs and motivations. But… Continue reading The Benefits of a 360 Customer View and How to Impement it, with Key Insights and Examples

A customer journey is a series of touchpoints that a customer has with your business. Touchpoints can vary from the time they search for you on Google to the time they use one of your products or services.  By identifying both on and offline customers touchpoints along the customer journey, you can then personalise a… Continue reading Customer Journey Touchpoints: Definition and How To Use Them

To effectively do their jobs, different teams need different tools. Some teams are more concerned with how a customer engages in a product or service, whilst other teams need more granular insights into who their customers are in order to deliver optimised customer experiences. To aid these different types of teams, there are two different… Continue reading CDPs vs CRMs: Which is Best for Your Business?

Marketers must reach shoppers who are in-market, not just browsing. Purchase intent is when a consumer expresses an actual desire to buy a product through their behavior, yet confusing “interest” with “intent” can be a stumbling block, shares, Daniel Heer, Founder & CEO at zeotap. Amazon Prime Day, Cyber Monday, Black Friday — these are all… Continue reading Understanding Purchase Intent – A Guide for Advertisers

DMEXCO brought pressing advertising issues to the forefront as marketers from around the world joined to discuss topics ranging from brands’ shifting roles in the advertising ecosystem to GDPR. However, from Digiday’s DMEXCO-postmortem coverage to conversations on the ground at Salesforce’s How-To stage, ‘combatting the cookie’ was the loudest theme of them all. “…combatting the… Continue reading DMEXCO 2019 Trends: The Forefront of Customer Data Trends

Daniel Heer, our CEO and Founder, writes about why and how CMOs need to think ahead of the curve to get the most out of their CRMs via Martech Advisor. CMOs and marketers have traditionally utilized their CRM systems to gather information and actionable insights on their current and prospective customers. These range from preference… Continue reading How CMOs Get the Most Out of their CRM Systems – Three Key Tactics

Socio-demographic targeting should be a breeze for the digital ad industry by now — but it’s still way off base in many cases. Most large advertisers are using readily available socio-demo data, but the problem is that the backbone of that data is broken. If we can’t solve something as basic as socio-demo targeting, we… Continue reading How to Get Socio-Demo Targeting Right