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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Groups supporting legislation to ban the use of personal data to target ads are asking for your personal data.
How marketers can use behavioral data to improve customer experiences
Understanding customer behavior is vital to enhancing experiences.
Piano partners with Snowflake to activate customer data at scale
Piano, the digital experience cloud, will leverage Snowflake as the platform for its customer data analytics.
Data and privacy concerns grow among consumers
A study from GroupM shows declining enthusiasm for new technologies and data sharing.
How to tell an effective data story: Tips from Nancy Duarte
Visualize your data, and attach it to something reliable. Because a presentation has to mean something to make an impact on an audience.
Acxiom teams up with TransUnion to deliver intelligence to streaming advertisers
Data collaborations continue to evolve the CTV landscape.
How to extract value from zero-party data
Learn a set of strategies to encourage your customers to voluntarily deliver data about themselves and their preferences.
Big data gives way to more flexibility
More data is only half the battle as marketers recognize the importance of usability at scale.
How to leverage intent and engagement in the buying cycle
Applying intent data to buying cycles can help foster customer engagement.
NBCUniversal launches comprehensive NBCUnified platform
Advertisers will be able to engage millions of consumers with person-level ID across entertainment, ecommerce and sports channels, as well as a theme parks.
McDonald’s sells Dynamic Yield to Mastercard
In 2019, McDonald’s acquired experience and personalization platforms, and created McD Tech Labs. Now they’re flipping them.
How marketers will use blockchain technology and NFTs in 2022 for identity, branding and engagement
And how will the metaverse impact these strategies?
The ultimate social media guide to building your brand in 2022
In this webinar, find out how you can connect meaningfully with your target audience.
Why first-party data collection should be a priority for marketers
Knowing the value of first-party data collection and activation is the first step toward successful campaigns.
3 ways marketers can build trust with data ethics
Why adherence to data ethics is the new standard for modern marketing.
2022 Predictions: Data strategy and privacy
Experts tell us how marketers will use data analytics to manage more effective customer engagement and staffing in physical locations.
Deep changes in the CDP space
With many independent CDPs being acquired, is the stage set for the remaining big players to become vendor-neutral hubs within the marketing stack?
How to overcome data silos and fragmentation
Marketers need robust solutions and strategies to overcome data fragmentation.
Using data to optimize campaign creative
One Door's Ken Kuperstein offers tips on determining when creative is a hit or a miss.
Why businesses are hiring taxonomists
Claravine's Christine Reges and Michael Shearer discuss the growing need for taxonomists to organize data and content and avoid missed opportunities.
Avoid an identity crisis by getting to know your customers
In this webinar, learn how to overcome the loss of third-party cookies by connecting the dots on your customers' identities.
Do you need a marketing attribution and predictive analytics tool?
Make sure your organization understands how it will not only use attribution and predictive analytics, but also how it will measure success.
How to build trust and value privacy with a consent management platform
Right now, companies have an opportunity to embrace the new norm ushered in by the digital privacy transformation and give themselves a competitive edge.
Using intent as a unit of B2B campaign measurement
ZoomInfo’s Hussam AlMukhtar shares his intent strategy and how it can impact B2B marketing and sales.
Samsung Ads rolls out data partnership with major marketing platforms
Samsung Onboarding Partner Program will become available in early 2022 and allows advertisers to bring in their own audience data and preferred segments.
Infutor adds solution to activate CTV campaigns
Infutor will resolve offline attributes to household CTV and other devices to deliver relevant and addressable audiences.
Automating decisions with real-time situational context
Lisa Loftis from SAS Institute shows marketers at MarTech how they can get value out of data using a decision engine.
Does your marketing team need a customer journey analytics tool?
measure success and being able to identify where you are looking for improvements, are all critical pieces in deciding on a customer journey analytics tool.
Lytics adds cloud data connection feature to improve ad targeting
Marketers will be able to create create custom audiences for many advertising platforms.
Consumer research differentiates brands this holiday season
Shopping insights reveal ‘new normal’ shopping trends that may be here to stay - and tactics leading brands should implement now.
Why on-site search is the best investment you’ll make in 2022
Explore the relationship between SEO, SEM, and on-site search to get more out of your investments.
3 ways to gain more visibility into your lead lifecycle
How marketers can gain more insights from their lead lifecycles using status tracking.
New Snowflake partnerships should allow marketers to do more with data while remaining compliant
How the expanding Snowflake ecosystem meets challenges to discover precise audiences without crossing the privacy line.
Terminus integrates with partner ecosystem platform Crossbeam
The initiative aims at managing ABM strategies for B2B brands with multiple channel partners.
Bizzabo acquires smart wearables startup
Klik's wearable technology aims at providing a better experience for event attendees, plus better data for organizers.
How to get the most out of first-party data with email marketing campaigns
Email marketing can help brands move away from third-party data.
ON24 teams up with HubSpot in app marketplace
New integration makes virtual and hybrid events more data-driven in the years to come.
6 marketing attribution and predictive analytics platforms your organization should consider
These platforms can provide marketers with valuable insights into how to better allocate their resources.
What personalization looks like without third-party cookies
How marketers can reduce reliance on third-party cookies and improve personalization.
4 reasons to consider implementing a custom CDP
CDPs can help improve customer experiences and meet acquisition goals, but not all brands have the same priorities.