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Archery brand goes on first-party data expedition, but Google scores, too

Archery product maker Pure Archery Group has been on a three-year hunt for customer data, according to its director of marketing Jeff Suiter. Like other consumer product manufacturers, the Oregon-based sporting goods marketer — which makes products for hunting and backyard target shooting, including Bowtech brand bows with model names like Guardian and Revolt — has worked to establish direct relationships with its customers. And...

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‘Pretty dramatic shifts’: 1-800 Contacts CMO on the changing media landscape amid privacy changes and a return of normalcy

This time last year, 1-800 Contacts was among a small pool of “winners” — think home fitness brands like Peloton and virtual classes like Masterclass — early on in the pandemic as people were turning to the company for eye care as eye doctors closed. Now that shops are opening back up and people are getting closer to a return to normalcy post-vaccination, those early “winners” are seeking to retain the customers they gained...