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About Caitlin Byrne
Caitlin is an experienced sales agent and currently a Business Growth Strategist. She is passionate about innovative marketing strategies, social media, digital marketing, personalization as it relates to advertising, and big data.
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Digital Analytics + Optimization

Grow Enrollment and Brand Scale in Higher Education – Case Study

Caitlin Byrne/March 28, 2018May 14, 2018

Katana is a digital marketing partner that takes advantage of large data sets and real-time advertising inventory to provide our higher education clients with the most advanced and effective paid media campaigns. Our client, Indiana Wesleyan University (IWU), was seeking…

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Company, Personalization

Staff Spotlight: Jordana Stevian

Caitlin Byrne/September 27, 2017September 29, 2017

An Account Director at Katana and certified ScrumMaster, Jori is responsible for maintaining strong client relationships and ensuring that timelines and deliverables are being fulfilled with the highest level of sophistication. Over the past nine years, Jori has refined her…

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programmatic buying 101
Digital Tools & Tactics, Programmatic Advertising

Case Study: Expanding Brand Reach with Targeted Audience Data

Caitlin Byrne/September 14, 2017October 17, 2017

THE CLIENT An iconic American consumer product goods (CPG) company with a well-known, internationally sold product needed to increase the brand awareness of the versatility of their signature item. THE SITUATION While the product of this CPG company is well-known…

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Company

Staff Spotlight: Laura Wusthoff

Caitlin Byrne/September 1, 2017September 7, 2017

A Rutgers University graduate, Laura made her way from New Jersey to San Diego after five years of agency experience. Laura has over a decade of digital media experience, dedicating several years to traditional advertising and seven years to digital…

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retargeting campaign
Digital Analytics + Optimization, Trends + Innovation

Case Study: How to Increase Accountability and Success for Last-Click Conversions

Caitlin Byrne/August 1, 2017August 2, 2017

WHO Our client is a leader in the housewares industry that creates and sells kitchen and home appliance tools and accessories globally. A high-profile brand with a legacy dating back to the 1800s, they were looking to sync their digital…

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Connected TV for Marketers
Digital Analytics + Optimization

How the EU Ruling Has Affected Google Shopping Advertisers

Caitlin Byrne/July 25, 2017July 26, 2017

Google and the European Union (EU) have had a contentious relationship for many years. Trouble for Google with the EU started as far back as 2010, but the first of three antitrust investigations against the company has finally come to a…

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Trends + Innovation

The Marketing Glossary of Buzzwords Marketers Should Know

Caitlin Byrne/July 11, 2017October 16, 2017

It seems like every year, the rules of the marketing game change. What are we after— visibility or engagement? What type of marketing do you need to employ to get your brand in front of an audience who will both…

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Trends + Innovation

5 Questions to Ask Your Programmatic Media Agency

Caitlin Byrne/July 6, 2017October 16, 2017

In April 2017, eMarketer predicted that four out of every five US digital display dollars will transact programmatically, totaling $32.56 billion this year. Programmatic has fast built a reputation for efficiency, and with spend projections at this scale, it’s critical…

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TV Viewership Data
Trends + Innovation

Effective Reach with TV Viewership Data for Furniture Retailers

Caitlin Byrne/March 30, 2017April 11, 2017

Television is a huge part of how the majority of Americans spend their leisure time, but the way we watch TV is ever-changing. TV consumption extends beyond just a traditional cable box, with nonlinear TV (on-demand, or online streaming services)…

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offline conversion tracking
Data Mapping, Digital Analytics + Optimization

Tracking Offline Conversions from Online Marketing Campaigns

Caitlin Byrne/March 8, 2017May 18, 2017

One of the biggest challenges in digital marketing is measuring offline conversions from online marketing executions— and the muddled attributions that tend to follow. In our experience, 80% of online shoppers purchase lower-ticket items like clothing or electronics, but only…

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About

KATANA Ad Cents is a blog produced and managed by Katana. Here we share thoughts, insights, and tips about the space of digital advertising and audience media solutions. We are always looking for guest contributors, so please drop us a line if you are interested in collaborating.

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