Thought Leadership

In a fundamental way, a target market is a like a galaxy. Both seem like comprehensive, discrete entities, complete unto themselves, until we look closely. But ultimately, a galaxy is an aggregation of micro-phenomena – stars, planets, comets – each with its own discrete existences and properties.

How do companies segment audiences today? To what extent are marketers providing a cohesive, tailored customer experience across all touchpoints?

In the expanding universe of programmatic media, there are more ways than ever to reach a target audience, with even greater precision.

Data is a gift that keeps giving. Growing at an exponential rate, the amount and types of data marketers can access gives a glimpse into the consumers’ world and desires.

Mary Meeker’s Report came out on Tuesday, and it was exciting to see how closely it aligns with many of the beliefs we have at The Shipyard.

How does a company with a 112-year-old past talk about the future?

If you want to understand the gap between creativity and data science in marketing, look no further than the creative brief.

Transparency and accountability are once again major storylines in 2019.

If CES 2019 proved one thing, it is that every company, must become a tech company. This was apparent through the display and discussion surrounding 5G, AI, loT, and 8K TV, which dominated the exhibition hall floors.

A shifting conversation around data will be a major theme for marketers in 2019. Our CEO Rick Milenthal shares perspective on breaking down taboos and what we can expect in 2019.