Although offline promotional couponing incurred higher marketing costs—$4,500 for both offline-first and online-first groups compared to $0 for the online-only group—they generated ...

Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Case 510-091, February 2010. (Revised March 2012.) ...

Your ad spend deserves better tracking. Compare different attribution models and learn how to maximize ROI across platforms.

Google launches Meridian, an open-source marketing tool using advanced modeling to optimize ad budgets and measure campaign effectiveness.

The goal is to make sure that the customer experience is consistent amongst all channels, offline and online. For instance, in the past, search, display and other marketing segments were different ...

A strong marketing plan isn't just about posting on social media or running an ad campaign – it's about leveraging multiple ...

“By consolidating multiple marketing technologies and capabilities onto Bluecore, DXL will deliver a greater level of ...

He, however, expressed optimism that 2025 will be a year of growth, tracking marketing impact, online and offline. Excerpt: What were the major wins and challenges for our industry in the year 2024?

Signal AI Studio gives every marketer the power to rapidly train AI signals that accurately detect if calls to their ...