MarTech Today: Catalina adds attribution, marketers react to martech spending boost and why you should get into ABM

Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web.

From MarTech Today:

• Catalina adds first attribution tracking service
  Jan 11, 2019 by Barry Levine
  The shopper data firm can now track the impact of digital ads on product sales and buyer behavior, down to UPC barcodes.
• Marketers react to Gartner finding: Martech spending now exceeds staff costs
  Jan 11, 2019 by Barry Levine
  A recent report by the research firm indicates that a corner may have been turned for marketing budgets.
• Here’s why a disciplined story is so vital to digital transformation success
  Jan 11, 2019 by Jason Ocker
  Content is what makes a digital transformation run, so telling a story across all channels that is clear and consistent is more important than ever.
• The MarTech Minute: Data Decisions gains speed, in-flight optimization from IRI, more
  Jan 11, 2019 by Robin Kurzer
  The martech week in review: News and announcements in marketing technology this week that you might have missed.
  
• Here’s why you should get into the ABM game
  Jan 11, 2019 by John Steinert
  Don’t be put off by perceptions of complexity, laying fresh tracks is less about succeeding initially and more about just doing it.

From Marketing Land:

• What is attribution modeling?
  Jan 11, 2019 by Robin Kurzer
  Everything you need to know about attribution, including its benefits and limitations.

From Around The Web:

• Closing The Gap Between Marketers And Technology, AdExchanger
• OpenX Awarded First Platinum Status Recognition from the Trustworthy Accountability Group (TAG) for Comprehensive Approach to Quality and Transparency, PR Newswire
• 5 Components of Voice Technology That Will Benefit Marketing Strategies, Adweek
• How open source software took over the world, TechCrunch
• CI/CD and the New Generation of Software Delivery: an Interview with Harness, Linus Journal