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.
The themes shaping data-driven marketing right now.
These are the conversations marketers across every vertical are having with their data providers — and the ones Lorann is actively helping them win.
The data signals marketers can't ignore.
Every piece of content we publish is grounded in what's actually happening across campaigns, data sources, and marketing channels — not what's trending on LinkedIn.
Data Freshness
How often contact records go stale, how it kills deliverability, and what weekly refresh cycles actually do for campaign performance.
Compliance Shifts
Tracking regulatory changes across HIPAA, CCPA, CAN-SPAM, and DNC — and what they mean for healthcare and financial services marketers.
CPL Benchmarks
Cost-per-lead trends by channel and vertical, so marketers know whether their numbers are competitive or a sign of bad list quality.
Channel Performance
Email, programmatic, direct mail, and phone — engagement rates, deliverability benchmarks, and what's actually converting right now.
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