Ad frequency cap

Ad frequency refers to the number of times an ad is served to an individual. Research on ad frequency comparing traditional and online advertising shows that the more times an ad is served, the more likely it is for it...

Content mapping

Content mapping is a powerful technique to review and select the most relevant content to support a customers’ buyer journey. It can potentially be used for stages in a campaign also. In my books I define content...

Data-driven marketing

Data-driven marketing describes a mindset or a culture of how insight is used within a business. It includes harnessing the many different formats of data that are available today including: Customer data including...

Dark social media

You may have heard this mysterious term which references social media that may not be correctly identified under the ‘Social’ Channel grouping shown in Google Analytics. Instead, they are grouped under ‘Direct’ traffic...

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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