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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Can CCPA, GDPR compliance help marketers exceed consumer expectations?
Understanding consumers expectations and the implications of data regulations can help marketers successfully (and legally) create better customer outcomes.
Only 36% of UK consumers have greater trust in companies after GDPR, survey finds
The TrustArc survey found confusion or ambivalence about whether GDPR privacy regulation has been effective.
Report: Mobile to become the preferred platform for video ads by end of 2019
PubMatic's Q1 2019 QMI report expects video ads on mobile devices to exceed $29 billion in 2019 alone.
A year after GDPR, mobile notifications are up, location sharing is down
Airship examined mobile app permissions data from more than 700 million users worldwide.
How to check why PPC performance changed
Finding why performance of a search advertising campaign changed can be maddeningly difficult but tools like Optmyzr can help.
Could machine learning solve attribution challenges?
Maybe not, but your team still needs to be able to confidently track ROI and communicate value to your organizational leaders.
Key takeaways for brands after Google Marketing Live 2019
Digital giant bets big on shoppable ads, cross-app campaigns and real-time intelligence.
Google is focused on Ether and Ozone rather than on Amazon
Google journeys into uncharted territory with offline TV efforts and disruptive purchasing habits – countering competition from Amazon.
Adobe Commerce Cloud announces cross-cloud integration with Experience Manager, Adobe Analytics
For digital marketers involved in their organizations’ ecommerce efforts, chances are you are using sales channels like Amazon and Google. For those of you currently using Adobe Commerce Cloud (formerly Magento Commerce), omnichannel sales — and all the digital marketing collaboration that goes into it — might become easier to manage, thanks to new integration […]
7 best social media monitoring tools for any business
Social media is an enormous pool of insights on your market and competitors. These social listening tools bring those insights right to the surface.
It ‘has a long way to go’: Apple’s Intelligent Tracking Prevention lead on Chrome’s new approach to cookies
His comments highlight the differences in how the two browsers are approaching restrictions on cross-site tracking.
Applying the ‘Jobs to be Done’ theory to your email marketing campaign
Businesses need to know the problems their customers are solving and email marketing is a great way to learn about them.
Apple ITP engineer on Chrome tracking prevention: It ‘has a long way to go’
His comments highlight the differences in how the two browsers are approaching restrictions on cross-site tracking.
Google’s Chrome will change cross-site cookie handling, ‘aggressively’ tackle fingerprinting
Though the cookie is exceeding its shelf-life, the change stands to further shake up marketers' remarketing, analytics and attribution efforts.
The latest WiFi-marketing tactic? Chatbot-enabled surveys on WiFi sign-on pages
ChatConnect is designed for hospitality and tourism destinations.
Reported Google browser change could be final death blow to cookies
New consumer controls over cooking tracking on Chrome may be announced at Google I/O.
Salesforce announces Pardot Business Units for enterprise marketers
Salesforce is launching Pardot Business Units, a new feature for digital marketers looking to segment audiences across different areas of an enterprise. The solution, announced Monday, aims to provide agile functionality and analytics to global marketing teams for account-based marketing efforts. The tool leverages Pardot Einstein, Salesforce’s AI, seeking to help sales and marketing teams […]
Why you want ‘clumpy’ binge-buying customers
By understanding binge purchasing, you can uncover a new metric to measure and predict CLV – and choose which customers to focus on and when.
SAP announces secure, scalable business-to-business solutions for marketers
Software and technology provider SAP announced the launch of a new B2B software-as-a-service (SaaS) solution that will allow users to securely grant third parties access to first-party data, share sensitive information and manage regulatory compliance without the threat of exposure to security risks. Why we should care The experience economy is rapidly expanding as more […]
Parallel tracking goes live for Google Ads display campaigns May 1
Stay tuned for the launch date of parallel tracking for video campaigns.
Buying audience data: A lesson from 4 Subway marketing slogans
With hundreds of vendors who promise their products are best, the easiest way for brands and agencies to evaluate data might be to think like Subway.
IAB Europe releases new GDPR consent framework for comment
The Transparency & Consent Framework v2.0 comes amid an ever-changing ecosystem of privacy regulations, aimed at helping ad tech vendors meet GDPR requirements.
Salesforce Summer ’19 release preps for Lightning migration: What you need to know
New features are designed to improve productivity and strengthen customer journey insights, but core upgrades are aimed at supporting the Lightning transition.
There are 6 challenges every data-driven marketer faces. Here’s how to manage them.
At MarTech West, Nordstrom's analytics expert Jason Mestrits shed light on how marketers can face down the challenges of creating an effective data-driven operation.
A new customer experience, how AI is changing marketing
Armed with data and insights, Watson Marketing empowers marketers to know their customers better than ever and help drive loyalty.
Spotify adds Oracle Data Cloud integration geared to auto advertisers
The partnership is designed to give auto advertisers on Spotify deeper insights and targeting capabilities.
Personalizing UX: Why Zillow Group moved beyond AB testing
Zillow Group is embracing bandits testing to scale and improve its personalization outcomes.
Here’s how to get the most out of your marketing analytics investment
Build organizational structure and develop analytics leaders who bridge data science with marketing strategy to improve your return on investment.
Factual releases ‘Measurement Intelligence’ for offline conversions and emerging channels
The company says it has deeper insights and works across channels, including CTV/OTT.
AdStage launches Google Sheets add-on for cross-channel campaign data
Advertisers can import data from multiple search and social adverting channels with one query.
Collection of tech companies support changes to CA privacy act that bring it closer to GDPR
Proposed changes include moving from an opt-out to an opt-in consent framework for personal data use.
Collection of tech companies support changes to CA privacy act that bring it closer to GDPR
Proposed changes include moving from an opt-out to an opt-in consent framework for personal data use.
AI-powered surveys: Hyped or helpful?
Some wonder if AI-powered surveys are over-hyped vaporware that legitimizes bad science. Here's how they really work.
What Stackie winner Airstream learned from communing with its stack
The iconic camper company said analysis of the technology helped them see common goals and key opportunities across marketing operations teams.
Inspiring a data-first culture through internal activism
At MarTech West, a case study offers advice on how to gain control over data, variable naming and the business logic for collection.
3 methods to test your email segmentation and increase conversions
In our hyperconnected email landscape, the right audience segmentation can make or break your campaign success. Communicate to the people who want to hear from you by digging into past metrics – three different ways.
Supermetrics for BigQuery launches on Google Cloud Platform Marketplace
Tired of manually connecting siloed data to create marketing reports? Supermetrics for BigQuery launches marketer-friendly solution for creating your own marketing data warehouse.
CMOs spent 29 percent of 2018 marketing budget on marketing technology
Martech is now the single most significant area of investment for marketing resources and programs, according to the latest Gartner CMO Spend Survey:
Marketing technology grabs 29 percent of 2018 CMO budgets, survey says
Martech is now the single most significant area of investment for marketing resources and programs, according to the latest Gartner CMO Spend Survey:
Using technology to plan an effective people-based audience activation strategy
A well-designed identity strategy using audience analytics and insights can tie disparate forms of ecosystem data together for a global view of consumers.