Marketing operations (MOps)
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Demandbase boosts its B2B early warning system
Called Real Time Intent, it monitors in real time what B2B users are researching so that vendors have intent-to-buy signals early in the journey.
Influencer marketing and ad tech collide: ‘It’s hard to make people programmatic’
Thanks to technology’s growing role in influencer marketing, managing an influencer campaign may never have required more of a human touch.
Crimson Hexagon boosts its visual recognition of social pics
Social intelligence platform says it is the first to offer analysis of faces, scenes, objects and activities, as well as logos.
Machine learning comes to call analytics
New Invoca capability promises language pattern recognition based on the entire call vs. isolated keyword spotting.
Adbrain ups the ante on cross-device identity
By letting its machine learning define its own models, the firm says it is the first to determine such dimensions as which devices are shared.
LinkedIn adds analytics, audience management & media buying solutions to its partner program
API integrations with 19 new partners are aimed at helping marketers more easily manage and track LinkedIn campaigns.
Maritz’s first Chief Behavioral Officer is building on ‘nudges’
Although still relatively rare among enterprises, behavioral science has gained a foothold because it helps decode why people make choices.
Will autonomous vehicles provide the next screens for publishers and advertisers?
New Forrester report suggests self-driving vehicles could become a new universe of moving living rooms.
Beware the Ides of Martech: 6 adages to heed as you begin using martech in earnest
Being late to the martech space has its advantages. Besides learning from the industry's experience in ad tech, says contributor Malcolm Cox, you can also draw upon these six old adages.
Markforged’s top marketer on making the leap from martech leader to CMO
Cynthia Gumbert will be a panelist for the MarTech Boston session "Making the Leap from Chief Martech to Chief of Marketing."
Even Financial launches tool to semi-automate financial compliance for online ads
The Programmatic Compliance Tool -- which Even says is the only one to track compliance after the click -- sends suspected violations to human supervisors.
Facebook’s newly purchased Ozlo may have jobs beyond Messenger
In addition to assisting/replacing the M project, Ozlo could help weed out fake news and colonize a variety of devices.
Facebook’s newly purchased Ozlo may have jobs beyond Messenger
In addition to assisting/replacing the M project, Ozlo could help weed out fake news and colonize a variety of devices.
A way to think about modern CRM
What should you be expecting from your customer relationship management programs these days? Contributor Jose Cebrian explains how CRM has changed and how it hasn't.
Snapchat will let brands measure its ads’ impact on sales, results against rivals
Snapchat is giving brands an apples-to-apples look at its ads’ bottom-line performance just before marketers map out their 2018 media budgets.
Zeta follows Boomtrain acquisition with AppNexus integration
The new alliance will result in AppNexus’ ad management platform becoming a ‘native application’ in Zeta.
TAG awards 9 adtech companies with “Certified Against Malware” seal
The first set of certified companies have implemented the Trustworthy Accountability Group's anti-malware guidelines.
LEGO logic rocks marketing automation
Overwhelmed by the big picture when tackling marketing automation? Contributor Mary Wallace explains how a popular toy has inspired a useful way of thinking about and deploying campaigns.
Adobe updates Target with Sensei-powered enhancements
The new features utilize the recently-added AI layer to boost intelligence across the company’s A/B testing tool.
Customer data platform Segment adds Looker Source to define audiences from multiple tools
Essentially, says the Segment CEO, the data switchboard is growing “a brain stem.”
Evidon launches ‘first commercial-grade’ GDPR solution
Replacing its previous compliance platform for the EU Cookie Law, the new version offers single-click or drill-down consents for users of sites and apps.
Linqia unveils ‘first’ platform for predicting influencer engagement
Company says its newest AI layer builds on its five-year database of engagement performance, where brands only pay for performance.
Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now
Before you get caught up in the shiny new thing with all the bells and whistles, contributor John Steinert urges you to consider more accessible approaches. They may not be as trendy, but they'll perform just as well.
LinkedIn’s Website Demographics lets brands analyze site visitors using LinkedIn data
LinkedIn’s web analytics tool reports breaks down sites’ audiences into eight categories, including company, job title, location and industry.
When Marketo went offline, self-described ‘geek’ rescued domain after their own failure to renew
"Good samaritan was the only motivation," tweeted applications engineer Travis Prebble. "I didn't buy the domain, just paid renewal."
European regulators turning up the heat on Facebook, other social sites to modify terms
Social sites are being pushed to craft T&Cs very different from those in the US.
The name is Bot, Chatbot: How to shake up conversions with stirring conversations
Columnist Purna Virji explains why an AI-driven conversation agent can potentially be the best sales assistant you have, and provides advice for how to plan and implement your own chatbot.
Building an Amazon Alexa Skill is so easy, Grandma can do it
How can you tap into the power of Amazon's Alexa? Contributor Paul Shapiro walks you through the different types of Alexa Skills you can create and explains how to easily set up a Flash Briefing Skill.
Most marketers unhappy with localization efforts, but fail to invest in necessary resources
The CMO council found 75% of marketers invest less than 10% of budgets in localization needs, even though 63% are unsatisfied with efforts.
A billion reasons why loyalty marketers need customer identity
While it might seem easy to get consumers to sign up for your loyalty program, keeping them active and engaged is another story. Columnist Mike Sands explains how a a customer identity solution can help.
LinkedIn report: Sales tech ‘is changing the game for sellers’ (and buyers)
Buyers are now pre-qualifying sellers, as sales tech -- including LinkedIn and other social networks -- revises how the B2B game is played.
LiveRamp launches IdentityLink for Publishers
Participating publishers can offer Facebook-like people-based targeting on their sites.
Martech M&A: Sizmek acquiring Rocket Fuel to combine programmatic platform capabilities
Rocket Fuel will become a private company once again.
To understand customers, first you need to understand their Device Graphs
Cross-device identity has become an essential foundation for ad and marketing targeting.
The 7 rules of respectful marketing
As more people implement ad blockers and brand safety takes on new urgency, columnist Lewis Gersh discusses how brands can put the customer experience front and center.
Will People-Based Marketing take over?
Maybe, but first let’s define what it is.
Rented media: When paid and owned media combine
As the lines between martech and ad tech continue to blur, owned media and paid media are intersecting. Contributor Victor Wong points to social, email and web presence channels as highlighting the trend.
Google wins French court decision, won’t have to pay $1.3 billion in back taxes
It's a big win, but the French government has vowed to appeal the decision.
Customer experience without engagement: A dead-end street
Columnist Karen Steele says that without engagement and the right application of technology, you'll fail to deliver a customer experience that keeps consumers coming back for more.
How marketers can finally bring the ‘personal’ to personalization
Contributor Peter Cassidy believes the intelligence and automation of machine learning can arm marketers with the ability to connect with consumers on a personal level.