Optimization and personalization
MarTech is your source for optimization and personalization content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Digital experience platform (DXP)
The truth behind MACH-based DXPs: Benefits, risks and key considerations
Improve your chances of success in adopting a MACH-based DXP. Here are key considerations when assessing potential vendors.
Roku partners with Best Buy for first-party data
The move is part of a marketing partnership which features an in-person event at SXSW and Best Buy selling Roku-branded TVs.
Marketing artificial intelligence (AI)
Microsoft unveils AI “copilots” for sales, CRM and customer support
One new ChatGPT-based feature generates emails personalized with information from CRM files.
Optimization and personalization
Only 25% of marketers report having all the data needed for personalization
Only 19% of those surveyed felt strongly that they had the right technology to execute on personalization efforts.
Digital experience platforms buyer’s guide
What is a digital experience platform or DXP and is it the future of content management?
DXPs help marketers to deliver coherent, customized and compelling user experiences to more devices and platforms than ever before.
Digital asset management (DAM)
Does your organization need a digital asset management platform?
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
North Star goals for category leaders: First-party customer view
Having an effective first-party data strategy means you can balance two sets of customer needs — personalization and privacy.
Customer data platform (CDP) buyer's guide
20 questions to ask customer data platform vendors during the demo
You want to learn how easy a platform is to use and whether the vendor seems to understand your business and your marketing needs.
North Star goals for category leaders: One-to-one, omnichannel personalization
While “one-to-one” and “omnichannel” are the goals, you can start incrementally and work your way toward them.
Optimization and personalization
The ROI of personalized experiences: Process measurements
Looking at the methods used to personalize, how efficiently they are performed and how they are improved over time is part of measuring ROI.
Optimization and personalization
The ROI of personalized experiences: Content measurements
Track the ROI of personalized content by looking at individual and incremental performance and using a multi-touch attribution model.
Digital experience platforms: 4 building blocks to success
While DXPs promise holistic, cross-platform seamlessness, organizations must be prepared to invest long-term before implementation.
Optimization and personalization
The ROI of personalized experiences: Audience measurements
Learn ways to measure the returns of personalization by audience performance and why creating a first-party data strategy matters.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
What is customer experience and why does it matter?
Learn what customer experience is, why it's important, and how you can improve it for your customers.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
What is personalized marketing and how is it used today?
A marketers' guide to personalization and how these tactics can transform campaigns.
When politics ignores marketing: A cautionary tale
The fundraising broke records, but no one was minding the ROI.
Optimizing the online experience for disabilities improves it for all customers
43% of people with disabilities abandoned an online purchase because of accessibility issues.
How bad data can spoil good personalization
Don't let bad data poison your email relationship with your clients. Learn how to avoid personalization failures in your email program.
3 ways to avoid email automation breakdowns
Your marketing automations must build in exclusions for people who don't receive a follow-up message.
Webinar: Reimagine your customer experience strategy
Use data-driven insights to optimize your campaign performance with a 360-degree customer view.
Is your digital strategy optimized for Gen Z young adults?
They're more diverse and they expect a lot more from brands.
Webinar: Accessibility, compliance and user experience improve SEO
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
Webinar: Work smarter, not harder, to give customers what they want
Use data to create next-level customer experiences at scale.
Webinar: Grow revenue streams through web accessibility and compliance
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
How unifying customer profiles is paying off for this iconic travel brand
Xanterra is using a customer "Golden Record" to deliver on its promise of personalized customer experiences.
Movable Ink’s Da Vinci thinks outside the campaign box
Movable Ink's new Da Vinci AI offering is aimed at serving lifetime customer value rather than immediate revenue maximization.
Webinar: Get beyond the blast with this next-level email strategy
Status quo email automation isn’t enough for today’s customers.
Google is giving users greater control over what ads they see
My Ad Center will let users block any ad and get info on why they were chosen to see it.
Implementing a CDP? Have use cases ready for a smooth transition
M&T Bank made sure they got the most out of their CDP by lining up use cases for omnichannel orchestration.
3 ways to optimize first-party data collection
First-party data is more important than ever in a digital-first world.
How connecting customer data drives personalized experiences
Without a full view of customer data, marketers will have a hard time improving brand experiences.
How to make the most of cohort analysis
Cohort analysis is becoming a competitive necessity, especially as tracking and targeting individuals becomes more difficult.
How Belk elevated its customer experience with personalization
High-quality, personalized brand experiences are what customers expect in today's digital landscape.
Irrelevant marketing has consumers turning off brands
The top offender is content selling them a product they just purchased.
Marketing artificial intelligence (AI)
How Inkbox steers customers through its huge online catalog of temporary tattoos
Crossing Minds' algorithms leverage user behavior to surface personalized product recommendations.
Consumers aren’t so worried about data misuse by advertisers
But they do want to know just how their data will be used, a new survey finds.
Activate customer data by using real-time insights across multiple channels
Put your customers' experiences and data front and center with a CDP.
Good morning: What’s weird today may be genius tomorrow
What's radical or revolutionary may look wrong at first glance.