Data
MarTech is your source for information on marketing data. 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.
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Power next-best action with first-party data
In this webinar, learn how to achieve business outcomes and deliver next-gen customer experiences.
How to use decision intelligence to tackle complex business challenges
DI is a framework for marketing and other business teams to make impactful decisions in an increasingly complex world.
Nielsen’s national TV ratings gets accreditation back after 19-month suspension
The suspension by the Media Ratings Council opened the door for competing rating providers who are being embraced by broadcasters and streamers.
Spend on marketing analytics and data infrastructure to grow sharply
Winterberry Group predicts more than a 30% increase in data and analytics investments across the U.S. and Europe.
Harness the power of customer data to stay ahead of the competition
In this webinar, learn key strategies to acquire and engage the right customers.
Drive better customer intelligence for a better customer experience
Learn how to get to the heart of customer experience with data that delivers.
24 questions to ask identity resolution vendors during a demo
Identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
Should you use your data warehouse as your CDP?
There's a case for and against using your data warehouse as a customer data platform. Here are three ways to make it work.
Does your organization need an identity resolution platform?
While identity management platforms can help marketers, ask these important questions first before starting the buying process.
Data plus analytics is the route to the truth
Data can only steer you right if you apply analytics to understand what it's trying to tell you.
Spend your marketing budget wisely with incrementality measurement
In this webinar, learn how to use incrementality testing to measure the true impact of your marketing campaigns.
Working with freelance marketing talent
Small and medium businesses like independent insurance agency Boomer Baby can get marketing experts on demand from GrowTal.
Identifying B2B and B2C consumers in a privacy-driven environment: The MarTech Conference keynote
Identity resolution platforms, zero-party data, data clean rooms and community building were among the approaches discussed during the conference kickoff.
In data we trust: How to establish customer trust through data privacy
Learn how to navigate signal loss and achieve benefit-driven conversations with customers, led by privacy, with a customer data platform.
Data management platform (DMP)
Why we care about data management platforms
Explore data management platforms in depth — what they are, why they are important and their future in a privacy-focused landscape.
ChatGPT. GA4. Privacy-First CX. Explore it all online – next week – for free!
Technology is changing… and so is your role. Learn how to adapt at MarTech.
Habu releases new data clean room enhancements
Marketers can use no-code and low-code tools to gain insights and business intelligence out of Amazon, Facebook, TikTok and other ad environments.
The power of programmatic advertising
In this webinar, learn how you can target audiences at the right time and at the right cost.
TransUnion expands TruAudience marketing solutions
The relaunch of TruAudience combines identity and targeting capabilities of TransUnion and Neustar.
3 privacy-centric solutions for marketing compliance
Stay ahead of changing regulations and consumer sentiment with these privacy-centric solutions for marketers.
Don’t apply wishful thinking to your data
Good data can be used to generate bad insights if users don't guard against bias and adopt sound measurement techniques.
The next big thing in martech: The data warehouse
Martech experts Scott Brinker and Juan Mendoza discuss the future of martech and more.
Momentive Global, SurveyMonkey acquired by Symphony Technology Group
The deal to acquire the maker of SurveyMonkey is valued at $1.5 billion.
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.
Webinar: The 360-view content strategy you need
Create experiences that empower customers across websites, social media, digital ads, packaging, in-store displays and more.
75% of marketers still rely heavily on third-party cookies
45% of marketers are spending at least half their budgets on campaigns and other activations based on third-party cookies.
3 ways data can steer you wrong — and how to glean better insights
The wrong data is just as harmful to marketing as having no data. Here's how a holistic testing methodology can help you glean better insights.
International Women’s Day 2023 and the martech community
Martech is the intersection of marketing, where women hold 48% of all jobs, and tech, which is only 27% women.
Secrets of a marketing champ: 3 ways to prove your value
In this webinar, learn how to responsibly harness first-party data as a competitive advantage.
Data management platform (DMP)
The future of data management platforms in the era of CDPs
With third-party cookies going away and a fast-growing market for customer data platforms, is there a role for DMPs?
Webinar: Maximize your ROAS with first-party data
Increased visibility into your customer base can drive your campaign decisions (and reactions).
Why and how you should rethink profile merging
Merging records to create a single customer profile can sometimes interfere with your use case. Here's what you can do about it.
Marketing in the age of the omnipresent consumer
Here's how omnipresent marketing helps build meaningful customer relationships in today’s digital landscape.
Measuring CDP adoption: A comprehensive framework
With this framework, you can begin to understand and measure how your CDP drives business value and contributes to ROI.
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.
Marketing artificial intelligence (AI)
How bias in AI can damage marketing data and what you can do about it
Mitigating bias in AI is essential for marketers who want to work with the best possible data. Here's what you need to know
3 best practices for B2B ABM marketers
Full-funnel strategies for using data and insights to engage your top B2B prospects.
Find the balance between privacy and personalization with first-party data
In this webinar, learn how to leverage first-party data to drive customer engagement and sales while ensuring privacy and compliance.
IAB Tech Lab launches first clean room standards
The data clean room standards include DCR Guidance & Recommended Practices and will be open for public comment for 60 days.
Webinar: Keep customers engaged all year long
Discover proven ways to keep customers engaged and purchasing more.