Reporting & Analytics
Campaign Reporting: Winning Open Web Advertising With AI
The open web has emerged as the premier destination for brands seeking authentic scale and ...
Valerie Dennis Craven
7 articles
For over a decade, Valerie Dennis Craven has been providing marketing strategy and support to organizations large and small -- from Fortune 100 companies to startups. A lifelong storyteller with a curious nature, Valerie enjoys learning about and applying new marketing techniques to bring value to clients and their consumers. After 10 years at marketing agencies in leadership roles, Valerie supports clients in telling their authentic stories to drive business outcomes.
Articles by this author
Performance Marketing
Retargeting vs. Lookalike Targeting
Historically, performance marketing has never required as much strategy and execution as it needs today. ...
Performance Marketing
Broad vs. Lookalike Targeting: When You Should Use Each
As AI capabilities and quality of first-party data become more refined, targeting tactics are increasingly ...
Performance Marketing
UTM Codes: Urchin Tracking Modules Explained
The term Urchin Tracking Module may not be part of everyone’s daily vocabulary — certainly, ...
Performance Marketing
Lead Scoring: What It Is, Why It’s Important
What if there were a way for your marketing team to identify its most qualified ...
Target Audience
Buyer Persona: Importance and Types
When your marketing team is asked about who uses your products, given directives on a ...
Performance Marketing
Brand Safety: What It Is, How It Affects Performance
The saying “you are the company that you keep” is a longtime phrase for a ...