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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Data is at the heart of everything, but we’re still struggling to handle it
Brands are still wrestling with how best to access and activate customer data. Are CDPs the solution? If only it was that simple.
Trade cookies for control of your identity program
Brands need people, and people need brands. Do they need third-party cookies to connect?
Identity resolution spend projected to reach $2.6B in 2022
Changes in cookie availability, location data and privacy regulations make ID resolution solutions more important than ever.
Data collaborations are on the rise: Friday’s daily brief
Plus, getting to know what streamers are consuming
D2C success, virtual presentations: Thursday’s daily brief
Plus, is marketing ops redefining itself?
CDPA differences, Social CPMs, Martech Replacement Survey: Friday’s daily brief
Plus, is everybody cool with AI?
CCPA vs. CDPA: Comparing California and Virginia’s data-protection laws
What marketers and data processors need to know about the differences between these laws
Agile marketing requires agile data measurement
According to Salesforce’s Emily Hoffman and Matthew Murray of Love Wellness, nimble data strategies drive agile marketing success
Consumer insights, presentation tips: Thursday’s daily brief
Plus, further thoughts on the great martech debate
Infutor scales its consumer insight capabilities
A new product, Total Consumer Insights matches hundreds of signals to first-party data-based profiles
Google tests lists, CDPs unify: Wednesday’s daily brief
Plus, picking the right podcast
How CDPs fit within a B2B marketing strategy
Red Hat's Joel Eaton helps marketing and sales teams protect their data investment
CDPA: Untangling personal, public and sensitive data
A close look at Virginia's data privacy law reveals potential loopholes and regulatory uncertainty
IBM Watson boosts vaccine campaign, Pinterest climbing: Friday’s daily brief
Plus, Stirista acquires VDC
Virginia’s upcoming laws, CDPs vs. marketing automation: Tuesday’s daily brief
Plus, local marketing masters and the headless CMS
How agencies use call tracking to become indispensable to clients
Call tracking has helped agencies better position themselves as strategic business partners. And as the technology continues to evolve, it will become a point of differentiation for many agencies
Your customer is calling: Increase your revenue with call tracking
Generate revenue from quality leads and maximize your marketing spend.
Taco Bell’s new AI, digital transformation: Friday’s daily brief
Plus, Merkle expands its tech team
Taco Bell owner buys AI-based marketing platform
With its deal to acquire Kvantum, Yum Brands will pair marketing performance AI with culture-based research.
The 8 best digital marketing courses in the US
Take advantage of remote learning opportunities with these recommended courses.
Synthetic data use cases, telephone calls emerge: Tuesday’s daily brief
Plus the impact of devices on search ads
Synthetic data: More than just make-believe
Synthetic data may not be real data, but there may be some important, real world, digital marketing use cases for it.
How small businesses can drive value from small data
Small business often means small data, but there are ways to drive value from it.
Does the rift in AI matter to marketing?
AI is at a fork in the road. Neither option is promising, but does that really matter?
What is broken that a CDP will fix?
What functionality would a CDP replace in your marketing stack?
Is your marketing ops team ready to implement a new CDP?
Best practices for implementing a CDP, and how a 75 year-old sporting goods company went about it.
Marketing and marketing ops: coming together like never before
Marketing and marketing ops will continue to align in 2021.
Biased language models can result from internet training data
The controversy around AI researcher Timnit Gebru’s exit from Google, and what biased language models may mean for the search industry.
What can 129 million calls tell us about inbound marketing? A lot, it turns out
We analyzed more than 129 million calls across 12 industries to understand inbound marketing’s impact on generating calls from leads
Neutronian aims to bring clarity and trust to marketing data
Affinity Answers becomes the latest data provider with Neutronian Certification.
From sentiment to empathy: understanding how customers feel
How AI is helping brands treat consumers with empathy at scale.
2021 outlook for digital marketing agencies: the future is bright
The ability to prove the value they're creating for clients is contributing to agencies' resilience in 2020 and a positive outlook for next year.
How consumers can earn money from their data
Catching up with Killi, an app with every consumer on the planet as a potential client.
MarTech Live Replay: How DAM fits into marketing operations and the martech stack
Is DAM (Digital Asset Management) a universal need among brands and organizations? Find out what experts say.
How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business
Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few obstacles as possible.
Why empathy is about meeting the customer on their terms
Centralizing decisions and basing actions on context is key to delivering real value for your customers.
How implementing a CDP makes operations more efficient
Properly preparing for CDP implementation is the first step to success.
Adopting a CDP is just the beginning: How Fingerhut’s parent planned a successful onboarding process
From tapping internal resources to building off quick wins, Bluestem Brands' CDP champions slowly began to realize the tool's potential.