We live in an increasingly digitized world. Google estimated that within any given user journey, there are 20-500 digital touchpoints. It’s easy to accept that in such a digital-first world, businesses must regularly process an immense and unprecedented amount of digital events. Theoretically, this should mean that there’s a vast goldmine of data for marketers to leverage in advancing their business goals and turbocharging ROI. And it does. Yet, as many marketers will echo, making sense of that data presents significant challenges. This piece will explore key challenges, such as mounting da ..read more

In a digital-first world, the explosion of data collection and processing has become a double-edged sword. On one hand, it drives innovation and personalization, making our everyday interactions more convenient and tailored to our preferences. On the other hand, it exposes us to unprecedented risks, with personal data often treated as a commodity in the vast digital marketplace.  ..read more

By now, you may have heard of the American Privacy Rights Act, a bill sweeping through the halls of Congress. But what is it, and why does it matter to the advertising industry ..read more

At this year's Mobile Apps Unlocked (MAU) conference, attendees were treated to a masterclass in growth strategy led by none other than our very own Ross Schwaber, Senior Vice President of Solutions at SCUBA.  ..read more

In a world where data reigns supreme and decisions are made in the blink of a byte, the Chief Marketing Officer (CMO) steps onto a new stage. Once the guardian of creative genius and brand magic, they now plunge headfirst into the digital deep end armed with spreadsheets and algorithms ..read more

Okay, marketers. SCUBA Analytics is here to break down one of the buzziest trends in ad-targeting, signals-based advertising. But what is it, and why should you care ..read more

In this digital age, it’s no longer “knowledge is power”—it’s more like “data is dollars,” and, chances are, you are sitting on a gold mine. But let’s face it: turning that data into dollars while keeping data privacy intact is like trying to herd cats at a tech conference. It’s chaotic, it’s tricky, and it’s a whole lot of head-scratching.  ..read more

In an era marked by a profound evolution in digital privacy, safeguarding data has become business-critical for enterprises, capturing the attention of both customers and consumers alike. We are thrilled to announce SCUBA Analytics’ achievement of SOC 2 Type II compliance, a significant milestone underscoring our unwavering commitment to safeguarding both the privacy and security of consumer data, and complementing our existing ISO 27001 and ISO 27701 certifications ..read more

The cookie apocalypse is upon us, and it's not as sweet as it sounds. Our beloved digital crumbs are getting the boot, pushing us into the marketing unknown.  ..read more

Alright folks, SCUBA here. Buckle up because we're diving into the world of Collaborative Decision Intelligence! Picture this: it's like assembling the Avengers of decision-making, but instead of Iron Man and Captain America, you've got business people, decentralized data, and AI algorithms teaming up to save the day ..read more