Marketing Mix

The role of Chief Revenue Officers is changing fast: why integrated tools are essential to success

The role of Chief Revenue Officers (CROs) has evolved considerably in recent years.
Once primarily responsible for generating revenue through sales, today’s CROs face a much broader and more complex mandate.
They must now integrate marketing, sales, CRM and operations to create harmonious revenue streams.
This requires breaking down silos between departments, fostering collaboration and using accurate data to ensure sustainable growth.

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What is Web Scraping?

Web scraping is the automated process of extracting data from websites.
It involves using software tools or scripts to collect large quantities of publicly available data from the web.
This method is widely used by companies, researchers and individuals to efficiently gather information for a variety of purposes.
Here’s a more detailed explanation of web scraping.

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Marketing Mix Modeling: Combining Creativity and Data-Driven Optimization

Marketing mix modeling (MMM) can be seen as an evolution of traditional marketing analysis, adapted to the complexities of today’s data-driven, digital environment.
Fundamentally, MMM refers to a set of statistical techniques used to measure the impact of various marketing activities (such as advertising, promotions, pricing and distribution) on business results, such as sales or brand value.

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360° Marketing: Creating a unified brand experience across multiple channels

360° Marketing is a global marketing strategy aimed at delivering a coherent, consistent brand experience across multiple platforms and touchpoints.
By integrating traditional and digital marketing methods, the aim is to reach the target audience wherever they are, whether via online channels such as social networks or more conventional media such as TV and print.
The fundamental principle of 360° Marketing is to ensure that customers receive a unified message, whatever the device or platform used.

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The essential tools of statistical analysis: A guide to modern data interpretation

At a time when data is at the heart of decision-making in many sectors, the importance of statistical analysis tools has never been greater.
Whether to assess market trends, improve business operations or advance scientific research, understanding and applying statistical techniques helps to make sense of complex data sets.
But what are the essential tools of statistical analysis today?
This article explores some of the most important tools and software on which statisticians and data analysts rely.

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The evolution of Real-Time Bidding (RTB): A collection of documents

In the ever-changing landscape of digital advertising, Real-Time Bidding (RTB) has emerged as one of the most transformative technologies.
This process enables advertisers to bid in real time for advertising space on websites, ensuring that the most relevant ads are displayed to targeted audiences in milliseconds.
For professionals, researchers and students keen to understand the intricacies of RTB, a valuable resource has been assembled on GitHub, providing a comprehensive collection of academic publications and studies on the subject.

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How artificial intelligence and machine learning are revolutionizing digital advertising

In recent years, digital advertising has been profoundly transformed by the emergence of automated targeting, bidding, and ad optimization, all propelled by advances in artificial intelligence (AI) and machine learning (ML).
These technologies are redefining the way advertisers run their campaigns, offering a more efficient, targeted and cost-effective approach to reaching their audiences.
This article explores in detail the impact of AI and ML on digital advertising, showing how these tools optimize advertising campaigns, simplify bidding processes and open up new possibilities for personalization.

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September 2024