Digiday Live

Curology's Fabian Seelbach talks about the layers of marketing that go into customizing skin care for customers in retail.

Calculating the lifetime value of the customers brands acquire and the money they spend on acquiring them is a difficult math problem, no matter how you look at it. But Eloquii vp of marketing Kelly Goldston says it’s a metric she advocated for because basing marketing spend decisions on “ROI is very 2008.”

Toni Jones, the Head of Content Strategy & Operations at GroupOn, talks about the hiring and learning challenges for a content newsroom at a brand.

Vitamin Shoppe wanted to move its brand forward, and it needed content to do that. Lisa Chudnofsky, its head of content and customer engagement at The Vitamin Shoppe, has solidified the brand messaging on social media. Her primary tool: Facebook.

In this session from the Digiday content marketing summit, listen to Roman's Rob Schutz on how to market taboo topics and work with digital and traditional advertising.

For Fandango's content marketing team, the post-Facebook era has meant an opportunity to distribute video more widely. The company, which produces up to 15 videos a week, ranging from 10 second clips to four minute videos, is now finding success with video content marketing on Instagram Stories, IGTV, YouTube and even Twitter. But more platforms means more work. At the Digiday Content Marketing Summit, held in August in Vail, Colorado, Eileen Rivera, senior director of production at Fandango, broke down the video production and strategy at the company.

In this session from the Digiday Video Summit Europe, The Player's Tribune's David Trencher speaks to senior reporter Sahil Patel on how the publisher is plotting its global expansion and the opportunities and challenges it sees in various markets.

Claire McArdle, vp of multi-platform at Comedy Central International, discussed the company's strategy for moving linear content to platforms at the Digiday Video Summit earlier this month in Amsterdam.

To comply with the General Data Protection Regulation, companies like SAP have run email campaigns to get consent to continue contacting customers. People who consented are trusting the companies with their information, and marketers must “do no harm” in the way they use that information, Mika Yamamoto, SAP’s chief digital marketing officer, said at Digiday's recent Programmatic Marketing Summit in New Orleans. Yamamoto also said GDPR gave SAP an opportunity to clean up its customer data, given that data, whether collected firsthand or bought from a third party, is not always accurate.Yamamoto discusses correcting inaccurate customer data, the marketer's role in retaining customers and more.

At the Digiday Programmatic Marketing Summit in New Orleans, Louisiana, Bayer's head of programmatic and social Paul Gelb says marketing waste from fraud or viewability issues is nothing compared to what happens because of wrong processes, policies and tactics among trading desks. So, bring programmatic in-house.