One of the biggest changes in GA4 is the way it tracks user behavior. Instead of using cookies to track website visits, GA4 uses a combination of machine learning and user-centric data models to track user behavior across multiple devices and platforms. This allows advertisers to gain a more complete picture of how their customers interact with their website,…
When Google’s Display & Video 360 recently introduced new features to more easily plan, buy and measure CTV campaigns, I reached out to our Supervisor of Bidding and Inventory, Parker Wheat, to see how this might affect our work for clients. Turns out the impact is nil thanks to our focus on Service, not tech.…
Think about this: 80% of the world’s internet users are on social media according to eMarketer. That’s a lot of posts, likes, swipes, filters, emojis, influencers, and online sales! While the number of social channels has grown and users continue to engage, these platforms are struggling against the strong headwinds of an uncertain economy, data…
Let’s start with the fact that today fewer people are going to college than in recent years. This has higher ed institutions scrambling with how to manage lost revenue, a reduced offering of classes and other amenities that draw in students. Those students are largely made up of Generation Z. Next, let’s acknowledge that Gen…
Clients Score Brkthru Once Again 9/10 in Service We’re not surprised, because Brkthru was founded on Service. In our recent fourth annual Client Satisfaction Survey, more than 90% of our clients scored Brkthru Very Satisfied to Extremely Satisfied in overall service to their business. The online survey was conducted among 150 active clients around 21 areas…
In this second in our series on the Business-to-Business category, we gauge the seismic shifts in who makes B2B decisions, their journey and where they go for information. If you are a marketer or agency tasked with promoting a product or service before it gets to the end user, hold on. You’re in for a…
The gravitational pull of Connected Television (CTV) is undeniable. U.S. adults will dedicate nearly two hours each day to CTV devices in 2023 – a time investment that has doubled in four short years. In fact, time spent with digital video on all internet-connected devices (CTV, mobile, desktop/laptop) will exceed that of traditional TV, which…
This technology is transformational, but delicate. It’s a tool, not a solution. It can provide a foundation, but will come up short as a deliverable. At best, it can be a starting point. At worst, it can be foolish or even dangerous. While billed as a service, it is not a replacement for service. Chat-based…
As users become more familiar with ChatGPT’s capabilities, some have been able to expose how inexplicably inaccurate the chatbot can be. Through relatively ordinary prompts, researchers and everyday users have been able to bend the program’s approach at answering questions. Not only can the chatbot be wrong or misleading, but it is assertive in doing…
When applied wisely and ethically, ChatGPT and future A.I. iterations can possess practical uses for marketers. First, it can be used as a starting point for content creation, including ad copy, blog posts, social posts, or numerous types of copywriting assignments. Buzzfeed has already begun to use it to create personalized quizzes that ask a…