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20210930 MT Brief
What do marketing attribution and predictive analytics tools do?
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.
Marketing ops shouldn’t perform procurement
Marketing operations should absolutely be involved in the procurement of marketing tech. But it shouldn't be running the buying process.
Click to give with GreaterGood: Thursday’s Daily Brief
Plus email open rates, LinkedIn influencers and identity resolution.
Terminus acquires Zylotech, the B2B CDP
ABM platform Terminus adds an established, standalone CDP to its offerings.
How to become a B2B influencer on LinkedIn
Businesses need to identify a person within their organizations to be their public face on this important social network, says Darryl Praill, CRO for VanillaSoft.
Watch for inflated email open rates now that iOS 15 is out
While Validity has updated its platform to clean up open rate data, marketers think you should move on from opens altogether.
How GreaterGood used personalized email to boost sales and charitable transactions
The charitable giving company leaned on a trigger-based email platform to increase sales and transactions by over 60%.
Mistakes that should be sidestepped: Wednesday’s daily brief
Plus, customize your ABM campaigns.
How Dennis Publishing made first-party data core to its business transformation
Chief product & data officer explains how the company is unlocking the power of first-party data to drive growth across the business.
3 steps to win over B2B buyers
Business buyers have high demands, and sellers need to meet their expectations.
How to execute customized ABM campaigns
Use your full range of marketing tools to develop account-specific engagement that supports your sales team.
Real Story on MarTech: Avoid these five vendor selection pitfalls
Some common mistakes made when evaluating and choosing solutions and how to avoid them.
What is the significance of Oracle’s Fusion Marketing launch?: Tuesday’s Daily Brief
Plus vanity metrics versus actual results in B2B marketing.
Value data privacy to build customer trust
More consumers want personalized experiences, but that does not mean they sacrifice trust.
Getting the most out of first-party data with a CDP
How Michael Kors met its data challenge and orchestrated more efficient campaigns.
More executives become champions for replacing marketing technology
MarTech replacement Survey finds teams made faster decisions than in the previous year’s survey, too.
Google Ads announces machine learning-based attribution models in new privacy landscape
Google seeks to balance greater privacy for users with viable attribution models for advertisers.
How NYC & Co know where you like to go
NYC's official tourism agency leverages anonymized people-and-places data from Near to inform its members and the city itself.
Uncertain times: Monday’s Daily Brief
Data helps, but the future remains in many ways unpredictable.
How to improve marketing ROI with clean data
Without clean data, marketers will have a hard time generating quality leads.
Using AI-powered predictive analytics to time your next move
And why aren’t more CMOs looking ahead?
Yahoo partners with Shopify in ad deal
SMBs will have access to Yahoo ConnectID and Dynamic Product Ads for quick campaign deployment to relevant audiences.
Here’s a data-driven strategy for better understanding use cases
What makes identifying use cases so difficult has much to do with generic and disjointed experiences.
U.S. Soccer uses customer data platform to make marketing automation personal
The organization revolutionized its approach to fan engagement by centralizing their data and personalizing campaigns.
Big screen personalization and CX: Thursday’s daily brief
Plus, Roku campaigns for Shopify merchants.
The greatest hidden cost to marketing success: Ineffective communication
Amid ongoing transformation, effective communication is the most important investment CMOs can make to adapt and grow this year and beyond
How Cinemark personalized the digital customer experience
Cinema chain finds that when critical points in the customer’s journey are personalized, it improves the customer’s speed in converting while also adding value to the experience.
Does ‘always-on’ marketing improve customer experiences?
This marketers-meet-machine strategy can help you target customers that have shown a real propensity for your products.
New marketing tactic to keep hot categories growing
Some sales soared during the pandemic. Comping that growth is the hard part. Here’s help.