MESSAGING

FREQUENCY
The Building Blocks of a
Better Customer Experience
JULY 2019
Nicole Perrin
Contributors: Ross Benes, Lauren Fisher, Lucy Koch, Jillian Ryan, Tracy Tang

Customer Experience 2019

A 4-Part Series

MESSAGING
FREQUENCY
The Building Blocks of a
Better Customer Experience
JULY 2019
Nicole Perrin
Contributors: Ross Benes, Lauren Fisher, Lucy Koch, Jillian Ryan, Tracy Tang
 MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER
CUSTOMER EXPERIENCE
Marketers still face a host of problems executing and analyzing cross-channel marketing campaigns, most of which
boil down to the continued difficulty in integrating data and actions across all the media, devices and buying
platforms involved. One of those problems is the challenge of measuring and managing messaging frequency.

Why does messaging frequency matter?

Leading Cross-Platform Ad Measurement Challenges
Consumers are bombarded with messages throughout According to US Marketers, March 2019
% of respondents
their day, including ads. They probably aren’t going to
notice an ad the first time they see it—but after they’ve Difficulty optimizing campaigns
seen it a thousand times, chances are they’ll be sick 60%

of it. The sweet spot for marketers lies somewhere Complexity of integrating data sources
58%
in between as they work to build brand awareness,
Conflicting ad results from different sources
consideration, purchase intent and loyalty.
48%
Difficulty measuring attribution
What problems do marketers encounter in
48%
measuring and managing frequency of ads and
Inability to effectively track reach and frequency
marketing messages? 48%
Simply put, executing an ad campaign across multiple Reporting delays results in the inability to effectively optimize
campaigns in-flight
buying platforms is still not seamless, and finding and
45%
identifying users across those platforms can be hit and
Current measurement/reporting tools don't scale well
miss. Intelligent Tracking Prevention (ITP) and Sign In 40%
with Apple, along with similar privacy-protecting moves Inability to holistically measure media buys across platforms
by other industry players, aren’t helping. And without 40%
being able to match users across platforms, frequency Reliance on my company-designed spreadsheets to get a holistic
measurement and capping are effectively impossible. view of our campaign
40%

What are marketers doing to mitigate the Too time-intensive for internal ad team to develop reports
39%
frequency problem?
Complaints from main stakeholders on reporting
Some marketers aren’t doing much—especially when it delays/reporting complexities
comes to iOS users, whom Apple has made it difficult 29%

to track over the past year. And there are different
schools of thought on how important that is; some
marketers aren’t worried campaign effectiveness will be
compromised. Others are turning toward walled gardens
Note: all involved in programmatic and cross-channel advertising with at
least $10 million in digital ad spend; respondents chose top 5
Source: Origami Logic and Advertiser Perceptions, "Smarter, Not Harder:
Driving the Efficiency of In-House Programmatic," April 18, 2019
246817 www.eMarketer.com

for more seamless cross-device execution, possibly at the

expense of reach. And many are simply doing the best
they can with the limited data, resources and controls at
their fingertips. CONTENTS
WHAT’S IN THIS REPORT? This report explores the difficulties 2 Messaging Frequency
of measuring and managing frequency across channels— 3 The Frequency Problem
including advertising and marketing touchpoints—and
5 How Marketers Are Responding
what marketers are doing to address them.
7 Key Takeaways
KEY STAT: Almost half of US marketers still say the inability 8 eMarketer Interviews
to track reach and frequency is one of their biggest 10 Read Next
problems with cross-platform ad measurement, according
10 Sources
to Origami Logic and Advertiser Perceptions.
10 Editorial and Production Contributors

MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 2
 THE FREQUENCY PROBLEM
Forward-looking digital marketers are challenging
themselves to create a 360-degree view of their
customers to center those experiences and reach
them in the channels that make sense, at the right
time, with the right message. There are still many
difficulties in making that happen, which we’ve
explored in this Customer Experience report series.
One such problem: It’s impossible to know how
often audiences have been reached or to manage
any particular frequency or cadence of messaging
across platforms.
Leading Cross-Platform Ad Measurement Challenges
According to US Marketers, March 2019
% of respondents
Difficulty optimizing campaigns
60%
Complexity of integrating data sources
58%
Conflicting ad results from different sources
48%
Difficulty measuring attribution
48%
Inability to effectively track reach and frequency
48%
Reporting delays results in the inability to effectively optimize
campaigns in-flight
45%
Current measurement/reporting tools don't scale well
40%
Inability to holistically measure media buys across platforms
40%
Reliance on my company-designed spreadsheets to get a holistic
view of our campaign
40%
Too time-intensive for internal ad team to develop reports
39%
Complaints from main stakeholders on reporting
delays/reporting complexities
29%
Note: all involved in programmatic and cross-channel advertising with at
least $10 million in digital ad spend; respondents chose top 5
Source: Origami Logic and Advertiser Perceptions, "Smarter, Not Harder:
Driving the Efficiency of In-House Programmatic," April 18, 2019
246817 www.eMarketer.com
MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 3
When data analytics firm Origami Logic and Advertiser
Perceptions asked US marketers in March 2019
about their biggest challenges with cross-platform ad
measurement, almost half of respondents cited their
inability to track reach and frequency. Different, but
closely related, complaints dominated the top five,
including difficulty optimizing campaigns and getting
conflicting ad results from different sources.
“[Frequency] is one of the most important aspects of ads
today,” said Karen Cohen, director of product marketing
at mobile app measurement and attribution platform
AppsFlyer. “You may serve amazing ads but if I feel I am
spammed, I’m probably not going to click on them or look
at your brand at all, but for most marketers, the different
platforms and devices feel like a black box.”
COOKIES DON’T CUT IT
At the heart of the problem is identity, which remains
far from perfectly knowable across devices or browser
types. Even a single display campaign run on one buying
platform can encounter this problem if the advertiser still
uses a cookie-based identifier.
“The entire industry is complicit in media malpractice
because they have no idea what their reach and
frequency is, and when they pretend that they have a
clue, they’re doing themselves—and their clients if it’s an
agency—a massive disservice,” said John Nardone, CEO
of ad server Flashtalking. “Cookies are not just awful,
but counter-indicative of what actual reach and frequency
you’re delivering to consumers.”
The reason has to do with cookie rejection, which,
thanks to privacy-conscious consumers and browser-
makers, is a big deal. Some consumers have always
deleted their cookies, but with the introduction of
Apple’s ITP and similar developments with Mozilla Firefox
and potentially Google Chrome could mean that
cookie-based tracking has broken down for almost half
the US smartphone population. Plus, lack of cookies
in-app has made cross-device display tracking a problem
for the past decade.
Mozilla’s Firefox has changed its stance on active
third-party tracking over the past year thanks to Cambridge
Analytica and other high-profile privacy breaches.
Apple’s Safari browser has also taken similar, but more
severe, measures.
Apple’s ITP 2.0, 2.1 and 2.2 aptly tightened the level
of third-party cookie tracking allowed on Safari web
browsers with each update. ITP 2.2, for example, prohibits
third-party tracking and limits first-party cookies to a
24-hour window. 
Google’s May 2019 announcement that it will require
developers to specify the types of cookies they use for
Chrome—and allow consumers to opt out of their use—
The key to addressing some of these shortcomings
is to take that cookie data and stitch it to other
known identities, like device identifiers or known user
information like email addresses, via an identity graph.
But many interviewed for this report acknowledged it’s
also about moving off cookies entirely toward either
an ad ID (like IDFA or Google ad ID) or a device-level
identifier. That still means a lack of unity of measurement
and reporting across the walled gardens and doesn’t
fully answer all questions (like the issue of TVs being a
household-level, shared device).

CAMPAIGN PLANNING IS STILL NOT

will undoubtedly continue to upset the balance of
third-party data usage across the digital advertising
landscape. Under this new specification, all third-party
cookies must be labeled as such. The update will also limit ALWAYS STRATEGIC
the use of digital fingerprinting tactics, which many identity In addition to the fundamental problems with identifying
graphs and targeting firms use to probabilistically identify consumers, marketers are also challenged to manage
devices as belonging to specific individuals or households.
messaging frequency when they continue to manage
campaigns in isolation. The result can be reaching some
“If I have 10 cookies, am I reaching 10 people once or
users more than intended—and, in turn, others less.
one person 10 times?” asked Shane McAndrew, chief
data strategy officer at agency Mindshare US. “The
“There’s often this problem with digital where you’ve
persistence of the cookie is under attack with ad blockers,
built the segmentation, you’ve gone to market with it,
browsers and the general market at this point.”
but you have competing campaigns. Your segmentation is
being cross-pollinated by other campaigns in market, so
Rejecting cookies doesn’t mean there is no cookie—
you have overlap and it’s hard to account for,” said
it means there’s a different, unique cookie for each
Tony Hudson, media solutions lead at data science
impression, which, in a cookie-based world, looks like a
consultancy Civis Analytics. “You end up with two
different, unique user. Nardone gave the example of a
different reach/frequency metrics.” The first, Hudson
mobile-heavy display campaign, where 60% of devices
explained, is a within-campaign reach/frequency metric,
reached might be set to reject cookies. Imagine that, in
which is important. But when marketers abstract a
reality, each user saw the ad five times. What comes
broader reach/frequency across all campaigns, those
through in the reporting, instead, is that 60% of the
calculations can be sketchy. “You see that across
audience looks like a group five times larger, which each
campaigns,” he said. “You have some populations which
saw the ad once—making the overall reporting show a
you are hitting a lot, often too much, and if you are buying
much higher reach than the reality, with a much lower
across multiple systems, there’s really no hard-and-fast
average frequency.
way to control for that.”
“What you wind up with is this huge distortion in the
Mindshare’s McAndrew agreed. “Planners and buyers
data in terms of your actual distribution of media spend
can now go into a data management platform [DMP] and
and impressions,” he said. “On average, we see that
select a series of segments, not really having to align
the last 1% or 2% of people receive 13% of the total
them to a larger strategic construct nor understanding the
impressions in the average buy. If you could just lock
gaps and overlaps between those segments. There’s a lot
down your frequency distribution, you would get a 13%
of duplication out there.”
improvement just by knocking off the people who are
seeing 25 or more ads, lopping that extra frequency off
And that’s still only taking digital display campaigns into
and redistributing it.” And then there’s the other side of
account. If channel teams are siloed, they’re likely not
the frequency distribution, where many users are seeing
considering overlap and frequency across different types
an ad only once, below the threshold of effectiveness.
of messaging. And channel-specific metrics may not lend
themselves to careful cadences but instead encourage
messaging overload.

MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 4
“A lot of email marketers are still just thinking about
getting out the next campaign, and the next campaign,
and the next campaign,” said Leah Anathan, CMO at
personalization firm Qubit. “They’re not really empowered
to slow down frequency that much because they’re
being measured on their campaigns and how much
money is coming out of them.” As a result, email
marketers are often not empowered to ask whether
they’re fatiguing the list. It would be better if they were
measured based on customer lifetime value rather than
immediate conversions.
HOW MARKETERS
ARE RESPONDING
If marketers can’t measure or cap messaging
frequency directly, what can they do? And does it
even matter?
There are no simple rules or benchmarks for optimal
messaging frequency. The accepted wisdom is that it
depends on the product category, length of purchase
cycle, advertising medium and format and campaign goal.
As a result, it can be hard to come by research that offers
widely applicable benchmarks. A November 2018 Ad Age
article cited a number of studies, including 2018 findings
by Facebook and Oracle that one or two digital display
impressions per week over 10 weeks was ideal for sales
of packaged goods products (but varied depending on
the exact product), and 2016 research from Marketing
Evolution and the Mobile Marketing Association (MMA)
found that three exposures on mobile and 12 to 15 on
TV were best. Academic research led by University
of Tampa’s Jennifer Burton found more than 10 TV
exposures increased emotional connections the most.
The lack of clarity around what frequency “should” be,
along with the difficulty in measuring and monitoring
it, leads some marketers to conclude there is in fact no
problem to address: Consumers will see ads however
much they see them, and since data-driven audience
optimization means my ad is most likely to be placed
in front of the user who is most likely to convert,
overexposure isn’t a big deal.
MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 5
This opinion may be related to a view of digital display
advertising as a direct-response (or performance)
channel, rather than one for branding. Lindsay Ferris,
senior vice president and chief brand strategist at agency
LSB, explained on the company’s blog, “[O]ur goal is
not to imprint our brand into consumers’ brains (that’s
the job of awareness-building media), our goal is to get
consumers to engage. And getting consumers to engage
is not a function of repeated exposures, it’s a function
of delivering the right exposures and finding consumers
when they’re ready to take action. If they’re not ready to
take action … more exposures are not likely to change
that. Instead, our impressions are better used to find
other consumers who are ready to take action.”
Emily Blair, vice president of strategy at programmatic
ad firm The Goodway Group, put some of the buys the
company facilitates in the direct-response bucket, but
others in the branding bucket, and agreed it made sense
to think of them differently. “When it comes to the
direct-response campaigns, the reach might be a little
less important than making sure that we have the right
people at the right frequency,” she said. “We’re digging
into performance data to understand what that optimal
frequency is to reach somebody in the right moment
to get them to convert, and making sure that we’re
optimizing on the fly as that changes to make sure that
we’re not oversaturating them with impressions but we’re
delivering that right amount at the right cadence to get
them to take the right action.”
It’s true that it doesn’t make sense to waste energy
worrying about hitting a specific target when
measurement isn’t really possible. Marketers should
accept that there is significant uncertainty in how
frequently they are messaging audiences. But they
should also consider frequency as part of the larger
issues of ad spend waste and reporting ambiguities,
which most would agree are a significant problem.
Advertisers try to ensure their dollars are working hard,
especially in programmatic display, which boasts data
and tools for optimization. But those optimizations rely
on an accurate understanding of how consumers are
being reached and reacting, and advertisers that are
mismeasuring frequency and reach are not optimizing
their spend as they intend to.
THE FRACTURED CUSTOMER VIEW
Display is only one piece of a larger marketing puzzle, and
brands that are working to deliver a cohesive experience
to customers across all channels will have trouble fulfilling
that promise when they don’t know which messages a
consumer has been exposed to, or how many times.
“We talk about things like universal frequency and
understanding someone across the purchase journey, but
we do have to push all of these different identities out to
different channels,” said Devon DeBlasio, senior product
marketing manager at identity solutions provider Neustar.
“It can be difficult, and not necessarily give a complete
picture of what the full exposure looks like.”
Not having a real understanding of the purchase journey
can mean repeating ineffective messages across
channels rather than tailoring a relevant one. “Reach and
frequency are core tenets of effective marketing,” said
Chris O’Hara, vice president of product marketing at
Salesforce marketing cloud. “However, what has changed
is the ability to execute on this beyond just advertising,
and even marketing channels in order to do it across
the entire customer experience (marketing, commerce,
customer service, etc.). If someone doesn’t see an ad
anymore, but then is upsold the same promo offer as part
of a phone call to the call center, then we are not truly
optimizing for reach and frequency.”
Better control over frequency and cadence opens up
more possibilities for sophisticated messaging, including
sequencing. “Someone trying to sell a high-end, luxury
vehicle wants to be able to incorporate a message about
the quality of the finishes in that vehicle, and maybe
show a video so they can see the interiors,” said Ric Elert,
president at personalized marketing platform Conversant.
“Then they want to talk about mechanicals to really try
to sell that vehicle. Having that ability to know that I just
showed them this and now, I should show them this
and seeing how they’re reacting to the messaging is all
very important.”
That’s the type of messaging that’s possible within a
single buying platform or DMP but next to impossible
across the whole spectrum of paid and owned media.
MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 6
MORE STRATEGIC CAMPAIGN PLANNING
While perfection might be out of reach, marketers
and their partners can take practical steps to make
improvements in their control of messaging frequency.
Planning media buys in concert rather than in isolation
means an opportunity to look at how segments overlap
and avoid over-messaging those audiences.
“When we take all the segmentation that someone
might give us, we’ll analyze and deduplicate the audience
membership across all of our panels” said Oz Lang,
director of product management for Advertising Cloud
TV at Adobe. “We don’t just make discrete buys of an
individual segment. We take the entirety of everything
and then analyze the behavior across all of our panels
and take that and make sure when we make our plans,
the density is based on the audience as individuals as
opposed to the audience in aggregate. That makes a
big difference in terms of how much you end up hitting
people on TV across all those different segments.”
Marketers can do similar types of planning around their
email campaigns. Selligent Marketing Cloud has built
technology to allow marketers to create a hierarchy of
email programs so that, for example, a new user will get
onboarding messages and nothing else, even if that user
might qualify for other segments, because the onboarding
program has the highest priority.
“It’s difficult to manage that without a technology
intervention or really tight business roles,” said April
Mullen, director of consumer-first marketing adoption
at Selligent. “We talk about the cost of unsubscribes or
people not making a purchase from your brand. That’s
where looking at lifetime value becomes really important.”
EYES ON INCREMENTALITY
The most advanced marketers are beginning to consider
frequency of messaging in light of incrementality. That
is, they’re going beyond the question, “Is serving an
ad to this user likely to result in a conversion?” to ask
instead, “Is serving an ad to this user likely to result
in a conversion that wouldn’t have occurred without
this impression?”
According to Forrester Consulting research commissioned
by the Association of National Advertisers (ANA) and
Neustar, measuring incrementality is most common
among marketers who put data at the center of their
decision-making; eight in 10 US companies surveyed last
August said they were measuring incremental revenues
from their marketing spend. But it was a minority activity
among marketers that were still using data ad hoc.
Financial Metrics that US Companies Are Tracking, by
Analytics Maturity Level*, Aug 2018
% of respondents in each group
ROI on marketing spend
80%
90%
51%
Incremental revenues from marketing activities
80%
55%
39%
Brand health/equity metrics
72%
59%
61%
Customer lifetime value
60%
57%
20%
Mastering Developing Starting
Note: n=150 marketing strategy decision-makers; *mastering companies
put data insights at the center of their decision-making processes and
companies with less mature analytics cultures use data insights ad hoc
Source: Forrester Consulting, "How An Analytics Culture Drives Exceptional
Business Results" commissioned by Association of National Advertisers
(ANA) and Neustar, Oct 25, 2018
242691 www.eMarketer.com
For more on incrementality as part of holistic attribution
efforts, read our March 2019 report: “Advancing Marketing
Attribution, Part 2: Combining Company- and Channel-
Level KPIs.”
Neustar has worked with clients to create suppression
pools to avoid messaging people who aren’t incremental
for the business as well as to avoid messaging at times
or in channels that won’t make an individual more likely to
convert. But it’s only a small percentage of clients that are
working at this level, in part because of the data-sharing
required to create the sophisticated attribution models
that can determine incrementality. Some clients are also
taking various data outputs from Neustar’s DMP and
integrating it into their own systems.
MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 7
“We’re seeing our clients take that outside of our walls,
add some proprietary, sensitive information that allows
them to learn more about who is converting and how
they’re converting,” DeBlasio said. “Then they create
those [suppression] pools that back within our system,
and then syndicate those out to the active user platforms.”
Most marketers may not be using advanced, holistic
attribution just yet, but they can still take steps including
sharing data across their own organizations to isolate the
incremental effects of their efforts.
KEY TAKEAWAYS
■■ You probably don’t know how frequently you’re
messaging your digital audiences. Cookie-based
tracking is not accurate and cross-device identification is
still hit or miss, and that’s before we even talk about the
walled gardens. Cross-platform frequency monitoring
and capping are not truly possible, so learning to live
with ambiguity and strategizing with that in mind
are key.
■■ Deduplicating audience segments is one
straightforward step you can take to reduce
messaging overload. Lack of perfect knowledge
doesn’t mean there’s nothing to be done about
frequency, and making sure display campaigns are
strategized in concert rather than isolation can reduce
messaging overload and make messaging appear more
cohesive and coherent for consumers. Similar steps can
be taken with email to improve customer experiences
and avoid waste.
■■ Optimizing for incremental revenues should be
the goal. Even for marketers who aren’t worried
about annoying customers with too many messages,
there’s a real possibility of waste if campaigns are
optimized on the most basic view of conversions. It can
mean devoting a large share of impressions to users
who would have bought again without ever seeing
another ad.
■■ Marketers responsible for strategy must continually
educate themselves about unknown unknowns.
Digital media promised measurability, but with so many
technological wrinkles, reporting is rarely straightforward.
As developments around consumer data privacy
and cross-device identity continue, marketers must
understand what their reporting and analytics do or
do not indicate and avoid relying on metrics that are
distorting their view and leading to media waste.
 EMARKETER INTERVIEWS Carolyn Corda
CMO
Adara
Leah Anathan
Interviewed on April 25, 2019
CMO
Qubit
Devon DeBlasio
Interviewed on April 1, 2019
Senior Product Marketing Manager
Neustar
Sarah Assous
Interviewed on April 23, 2019
Senior Vice President of Marketing
Zoovu
Craig Elbert
Interviewed on June 6, 2019
Co-Founder, CEO
CareOf
Nicolas Avila
Interviewed on May 20, 2019
Vice President of Technology
Globant
Ric Elert
Interviewed on May 3, 2019
President
Conversant
Brad Birnbaum
Interviewed on April 22, 2019
Founder, CEO
Kustomer
Brian Fesen
Interviewed on April 25, 2019
Vice President, Performance Marketing
Mack Weldon
Emily Blair
Interviewed on May 23, 2019
Vice President, Strategy
The Goodway Group
Mike Fisher
Interviewed on April 25, 2019
President
Fluent Dialog
Olivier Blayac
Interviewed on April 4, 2019
General Manager
Color & Co
Ryan Fleisch
Interviewed on May 23, 2019
Head of Product Marketing,
Advertising Cloud DSP
Dave Cesaro Adobe
Executive Director of Vertical Marketing
Interviewed on April 26, 2019
Valassis
Interviewed on June 7, 2019
Jason Grunberg
Vice President, Marketing
Jane Clarke
Sailthru
CEO, Managing Director
Interviewed on April 25, 2019
Coalition for Innovative Media Measurement
(CIMM)
Dave Grzelak
Interviewed on April 22, 2019
Chief Strategy Officer
The Shipyard
Karen Cohen
Interviewed on April 24, 2019
Director, Product Marketing
AppsFlyer
Steve Gutentag
Interviewed on April 24, 2019
Co-Founder, CEO
Thirty Madison
Ron Cohen
Interviewed on April 29, 2019
Vice President of Product Strategy
Claritas
Interviewed on June 7, 2019

MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 8
 Rich Hope John Nardone
CMO CEO
Jersey Mike’s Flashtalking
Interviewed on June 6, 2019 Interviewed on April 24, 2019

Tony Hudson John Nash

Media Solutions Lead Chief Marketing and Strategy Officer
Civis Analytics Redpoint Global
Interviewed on April 16, 2019 Interviewed on June 6, 2019

Nick Jordan Doug Novack

Founder, CEO Managing Director,
Narrative I/O Business and Industrial Markets
Interviewed on April 25, 2019 Google

Interviewed on April 25, 2019

Jay Klauminzer
CEO Chris O’Hara
Raise Vice President, Product Marketing
Interviewed on May 20, 2019 Salesforce Marketing Cloud
Interviewed on April 15, 2019

Oz Lang
Director, Product Management, Aubrie Pagano
Advertising Cloud TV Co-Founder, CEO
Adobe Bow & Drape
Interviewed on April 26, 2019 Interviewed on April 25, 2019

Katie Malone Jen Parbus

Director, Data Science Research Partner, Director
and Development Neo USA
Civis Analytics Interviewed on April 25, 2019

Interviewed on April 16, 2019

Alexis Perlmutter
Shane McAndrew Lead Product Manager
Chief Data Strategy Officer Civis Analytics
Mindshare US Interviewed on April 16, 2019

Interviewed on April 23, 2019

Fabian Seelbach
Edwin Miranda CMO
CEO Curology
KOI IXS Interviewed on April 30, 2019

Interviewed on April 24, 2019

John Stauffer
Jackie Mockridge Mattina Managing Director, Strategic Planning and
Senior Vice President, Channel Strategy
Consumer Insights and Analysis DEG Digital
360i Interviewed on April 23, 2019

Interviewed on April 26, 2019

Todd Thompson
Senior Vice President of Data,
April Mullen Insights and Customer Engagement
Director, Consumer-First Marketing Adoption
RRD Marketing Solutions
Selligent Marketing Cloud
Interviewed on April 24, 2019
Interviewed on April 25, 2019

MESSAGING FREQUENCY: THE BUILDING BLOCKS OF A BETTER CUSTOMER EXPERIENCE ©2019 EMARKETER INC. ALL RIGHTS RESERVED 9
 Jonathan Williams READ NEXT
Applied Data Science Lead
Civis Analytics
Customer Experience 2019 (Part 1)—Audience
Interviewed on April 16, 2019
Segmentation and Targeting
Customer Experience 2019 (Part 2)—Personalization
Dennis Becker
and Data-Driven Experiences
CEO
Mobivity Customer Experience 2019 (Part 3)—Loyalty Marketing
Interviewed on April 23, 2019

TJ Prebil SOURCES
Director of Product Marketing
Evergage Advertiser Perceptions
Interviewed on May 9, 2019
Association of National Advertisers (ANA)
Forrester Consulting
Kelsey Robinson
Partner Marketing Evolution
McKinsey & Co. Mobile Marketing Assocation (MMA)
Interviewed on May 17, 2019
Neustar
Jay Tandan Origami Logic
US Digital Marketing Manager
Ben & Jerry’s
Interviewed on April 22, 2019 EDITORIAL AND
PRODUCTION CONTRIBUTORS
Andy Zimmerman
CMO Anam Baig Senior Editor
Evergage Joanne DiCamillo Senior Production Artist
Interviewed on May 9, 2019
Donte Gibson Chart Editor
Katie Hamblin Chart Editorial Manager
Dana Hill Director of Production
Erika Huber Copy Editor
Ann Marie Kerwin Executive Editor, Content Strategy
Stephanie Meyer Senior Production Artist
Heather Price Deputy Editor
Magenta Ranero Senior Chart Editor
Amanda Silvestri Senior Copy Editor

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