Pete LaFond

Pete LaFond

About Pete LaFond

As chief marketing officer, Pete leads TruSignal’s marketing group, including marketing strategy, brand and acquisition advertising, product and vertical marketing, events and conferences, social media and public relations.

People-Based Marketing’s Your Only Option in This Programmatic Age. Here’s Why.

As programmatic advertising booms, marketers who better understand the value of each impression and individual will gain significant advantage over their competitors. A critical element in their success will be people-based advertising. Why is people-based advertising so important? Because it … Continue reading

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How Not Targeting Makes You a Better Marketer

If you’re a direct response marketer and your conversion rates are 100 percent, this article probably isn’t for you. For the rest of you looking to move the needle in your digital campaigns, continue on. The premise of direct response … Continue reading

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Why Predictive Analytics Is a Must-Have for Your Digital Marketing Strategy

Digital campaigns should drive sales – it’s pragmatic in theory, yet problematic in practice. That’s why innovative marketers with aggressive customer acquisition growth goals are incorporating predictive analytics into their digital marketing toolkit. Predictive analytics, more specifically predictive modeling, is … Continue reading

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Third-Party Data: Are You Asking the Right Questions?

Have you tried adding third-party data to your digital targeting campaigns only to realize it didn’t help? There are vendors in the ecosystem who claim third-party data is optimal for audience targeting, and then they don’t deliver. Third-party data is … Continue reading

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Secrets of the Middle Funnel: Four Simple Steps to Grow Your Business

By now, marketers are well-versed in direct response, aka bottom funnel, marketing—i.e., search marketing, retargeting and behavior targeting. The middle funnel is about influencing the right shoppers and prospects before they are in-market or ready to buy. For longer consideration … Continue reading

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