Plus: 5 ways to keep your content engine purring; politicians personalize ads with targeting techniques; Valentine's Day sets mobile shopping record; and more
3 ways to tame your digital data and make it work for you: The amount of digital data you collect from consumer transactions can add up to an avalanche. Don't run from it, says Adam Lehman in Ad Age; instead, channel that data into new value for your customers and business with these three steps---exploring all data sources, identifying trends and acting on them.
5 tips for keeping your content engine running smoothly: More marketers are using content to help build brand awareness, promote thought leadership and generate leads. Many marketers, however, say they don't have time to constantly generate fresh, high-quality content that wows their audiences. Here are five ways to produce great content without staying up all night.
Presidential campaigns use audience targeting to customize candidates' ads: This election season, campaigns are using advanced audience-targeting techniques learned from digital marketers to aim ads at potential supporters based on where they live, their voting records and the websites they visit, says the New York Times. A Romney campaign executive says the targeting is getting so precise that "two people in the same house could get different messages" on the same candidate or issue.
Valentine's Day sets mobile shopping record: The winter holidays saw a great leap forward in mobile shopping, and record Valentine's Day mobile commerce results indicate that was no fluke. Mobile sales tripled over last Valentine's Day. For health and beauty retailers, mobile site traffic rose from 6.92% of overall activity last year to 17.82% this year. In jewelry, it increased from 9.51% to 21.65%, and in intimate apparel, it jumped from 8.29% to 24.06%. Scandalous!