Perspectives on data, audience strategy, and performance marketing.
Articles, commentary, strategic POV, and market observations from the Lorann team.
Recent commentary and POV.
Short reads and long reads — grouped by the channels and industries they touch.
Data activation is the new bottleneck — not data sourcing.
Marketing teams have more data than ever, and less of it is making it into production. Why integration, not acquisition, is the unlock.
Three patterns we see in healthcare audience campaigns.
Provider-to-patient journeys, specialty-specific targeting, and compliance as a design constraint (not an afterthought).
The case against generic consumer data.
Demographics alone don't predict behavior. Why intent and lifecycle overlays transform the same audience into a very different result.
How we think about ABM data quality.
Role mapping, technographic overlays, and the verification cadence that keeps account lists alive past their quarterly — written up as a working playbook.
Auto and insurance: when intent data changes the ROI math.
Case observations from running Signal eXchange™ across live campaigns — the segments that converted, and the ones that didn't.
Build the right audience
for your business.
Tell us your goals — we'll develop a data strategy aligned to your targeting, activation, and performance needs.