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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Measurement in a cookieless world: Are you ready for what’s next?
In this webinar, learn about the challenges and solutions to help you get ready for a cookieless future.
Who’s a marketer anyway?
When it comes to successful marketing campaigns, creativity and technology go hand in hand.
Google Analytics 4 or bust: Will you stay or go?
Marketers have two options: Make the switch or seek alternative analytics platforms.
Everything is measurable in marketing
Leadership must commit the time, people and resources to measure what they ask for.
Good morning: How do you measure success?
Here's a guide to the marketing attribution and ROI debate.
The Trade Desk announces Adobe CDP integration
The independent DSP will allow advertisers to activate their first-party data, using Adobe’s Real-Time CDP, for campaigns across all channels including CTV.
Good morning: The measurement challenge
The great thing about digital marketing is that you can measure everything. That is also the terrible thing about it.
The evolution of digital analytics and marketing
It's time to prepare for using Event-Based Analytics to evaluate the digital customer journey.
Good morning: Blockchain is going mainstream
If even the U.S. government is setting out to understand crypto and blockchain, they're here to stay: and be regulated.
Why I’m glad third-party cookies are dying
Third-party cookies have never been a good way to demonstrate value – not value as most businesses define it, at least.
Only 11% of CMOs say they have achieved digital transformation goals
Skill shortages, incompatible technologies and inadequate data are biggest roadblocks to success
Invoca unveils no-code integrations library
Offers more granular AI analysis of customer conversations
App users visit brick and mortar 41% more often than non-users
Customers like apps once they start using them but awareness remains very low.
Omnicom brings purchase insights to marketers with Affinity Solutions agreement
The multi-year agreement connects Affinity Solutions’ retailer purchase transactions with Omnicom’s data and analytics division, Annalect.
Don’t miss out on what your customers actually want
How marketers can use consumer research to get insights.
DatafuelX launches predictive analytics solutions to improve linear TV and CTV outcomes
Buy-in from publishers and adtech players that aim at merging linear, addressable TV and video.
Good morning: Are you using no-code tools?
Is the no-code movement affecting marketing and other business teams across the board, or is it really resticted to a minority of enthusiasts?
19 questions to ask marketing attribution and predictive analytics vendors during a demo
These platforms can provide marketers with valuable insights into how to better allocate their resources.
NFT experience brought to collegiate fans through NIL and media partnership
LEARFIELD teams up with RECUR NFT platform and CLC’s COMPASS Name Image and Likeness deal management.
Bounteous teams up with Acquia to launch CDP training services
The new Customer Data Platform QuickStart packages from Bounteous aim at accelerating transformation for orgs using CDPs or considering them.
IAB Tech Lab finalizes first addressability solution
Seller Defined Audiences are based on publisher-side first-party data.
Infutor acquired by risk management vendor
Verisk will integrate Infutor with consumer insights platform Jornaya to create Verisk Marketing Solutions.
Good morning: How will you reach your audiences?
Plus, please take our quick survey about roles and salaries in marketing.
Don’t let innovation overcome email common sense
It's important to decide whether a trend presents real opportunity or distraction.
Good morning: Here comes the Android Privacy Sandbox
What's behind Google's announcement that it's focusing on privacy for Android phones?
Identity management in a world without third-party cookies
Successful identity management relies on engaging customer experiences.
Optimizely partners with Google Cloud
The multi-year partnership will open up collaboration on improving digital experience.
How marketers used the Super Bowl to influence fans on social media and search
NFTs and crypto crash the party on game day and boost awareness week over week in the lead up.
Mozilla and Meta are working on privacy-preserving attribution
The solution would allow advertisers access to aggregate data on campaign performance without links to individual user behavior.
What a Salesforce NFT cloud service could mean for marketers
Marketers could gain more utility in their NFT efforts if it hooked into their CRM or CDP.
The Real Story on MarTech: Should you build or buy a customer data platform?
Before making a decision, ask yourself what a CDP will do specifically for your enterprise.
4 key strategies for NFT brand launches
MintNFT’s James Sun, who helped make Balmain and Barbie auctionable, spells out the NFT playbook for marketers.
IAB Europe agrees to change Transparency and Consent Framework for EU ad industry
The ruling by Belgium’s APD for GDPR violations also included a 250,000 euro fine.
How to scale personalization efforts with data-driven marketing
Gone are the days of assumption-based marketing. To succeed in today's environment, marketers need data-driven strategies.
Google’s Topics API provokes a range of reactions
Some praise Google's replacement for FLoC while others are quick to point out its limitations.
3 ways marketers can prepare for a cookieless future
How marketers can adapt their data strategies to third-party cookie deprecation.
FLoC is off the table as Google switches to targeting by Topics
Forget FLoC says Google, betting instead on topics of interest as a means of segmenting and targeting audiences.
Attorneys general sue Google over location marketing practices
There's sinister talk of "dark patterns" used by Google to track users and improve Google ad performance.
Prioritizing data privacy leads to brand trust
A new survey from MediaMath confirms consumers really do care how brands handle their personal information.