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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IBM to sell Watson Marketing, commerce solutions to Centerbridge Partners
The private equity firm plans to launch a new company that will deliver a comprehensive portfolio of solutions for marketers and advertisers.
It’s about teams: How Autodesk boosted conversions, retention and trimmed its sales cycle
Saira Nazir, head of digital marketing, discussed the company's digital transformation and using a CDP and chatbot to improve results at scale.
CDP Institute launches vendor certification program, tools to help CDP buyers
Vendors that meet five key capability requirements will be eligible for RealCDP certification.
A closer look at the 2019 MarTech Conference Stackie Awards winners
Read the fine print on this year's Stackie Award-winning entries in our martech stack gallery.
Here are the 2019 MarTech Conference Stackie Awards entrants
Read the fine print on this year's Stackie Award entries in our martech stack gallery.
Lytics announces Audience Discovery, predictive-modeling for hyper-segmentation, personalization
The solution analyzes behaviors that precede conversion actions to identify granular audience targets.
Nearly 70 percent of online shoppers use Amazon to compare products found on a brand’s website
A new online shopping survey from Episerver found 68 percent of consumers often compare products they find on a brand or retailer's site to what's on Amazon.
How LinkedIn measures what matters to drive results
Developing a measurement strategy that provides actionable insights isn't always easy. Here are key tips to getting there.
Adobe releases Experience Platform and CDP, iterates Sensei
The company says it's ready to help brands create rich, relevant experiences in real time.
Adobe unveils new, deeper partnerships with Microsoft, Drift, Roku, ServiceNow
Adobe announced plans for partnerships impacting its offerings for ABM, OTT and customer service at its annual Summit in Las Vegas.
Adobe, Microsoft, SAP shed more light on Open Data Initiative
More than a dozen companies sign on to a new advisory council with a focus on using common method of integrating data across ODI partner platforms.
Salesforce declares plans for CDP to tie into Customer 360 platform
After earlier expressing doubts about the longevity of the customer data platform category, Salesforce concedes and plants a flag in the ground.
Here are 6 ways to build a customer-centric and data-driven culture
Delivering customer growth and value starts with creating a culture of learning.
Taking a page from politics: Local campaigns at scale
A national campaign director shares some lessons learned on how to uncover insights about your audience while also striking the right balance of personalization with practicality.
McDonald’s to buy Dynamic Yield to personalize drive-through, kiosk, mobile app experiences
The fast-food giant declares its commitment to personalizing digital experiences with what has been characterized as the company's biggest buy in two decades.
Businesses prepare to spend heavily on CCPA compliance
Those who already have GDPR programs are at an advantage, survey finds.
How Netflix’ quasi-experiments let it go beyond the limitations of A/B testing
What to do when a marketing problem doesn't lend itself to traditional means of testing? Discover Netflix' approach.
Back to Basics: How every marketer can tame the analytics beast
Incorporating analytics into your work isn't as challenging as you might think once you find the right resources (and many are free).
Regression analysis to improve Google Ads performance
Using advanced techniques to make better predictions can help you stand out. Here's a step-by-step guide to learning how to do a regression analysis.
Making the leap from automatic….to intelligent marketing automation
Why AI is a ‘must-have’ for marketing campaign management
More companies turning to multi-touch attribution tools to optimize spend across growing number of channels
Companies expected to spend $1.6 billion on MTA platforms and services by 2023.
Martech can deliver personalized consumer experiences, but humans are still required
The human component of marketing remains as important as ever to make technology more effective over the lifetime of a brand-consumer relationship.
The new age of ‘customer’ data
The martech ecosystem needs a new class of tools for data buyers and sellers that curates and leverages data both online and offline.
Report argues location data is key to better mobile programmatic outcomes
Simpli.fi says pre-packaged audience segments have significant limitations.
Customer journey orchestration
Embracing automation and maximizing SEO performance
Intelligent automation allows search engine marketers to schedule tasks and immediately activate data to inform smarter optimizations.
How startup Highland Math aims to improve the data market
Headed by an ex-GM of LiveRamp, the Massachusetts-based firm maintains a co-op of data providers who share their transaction details to improve pricing, labeling and other variables.
Marketers less concerned about data tech, IAB annual report finds
The ‘Outlook for Data 2019’ survey finds that internal talent for data management remains a challenge.
Confirm the integrity of your data
Work with partners who can help you build an early warning system for any data issues that arise because your investment is at stake.
4 simple ways small businesses can use data to build better customer relationships
An effective CRM strategy needs to include a way to collect, organize and take action with your data.
Is attribution dead? The answer is yes and no
Multi-touch attribution is only going to get harder due to platform changes and a focus on privacy but there are a few approaches used within MTA that can produce actionable insights.
IAB tells Congress to pass broad privacy legislation, but outlook is mixed
Though there is urgency to avoid a 'patchwork' of state privacy laws, action before 2020 election appears unlikely.
Unlocking metrics that matter
Technology that gives consumers a voice to tell brands what they think helps marketers measure the more valuable nuances below the top-line metrics noise.
Privacy group’s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’
The trade group denies that real-time bidding is incompatible with GDPR.
Digital ad spending to top traditional for first time
Amazon continues to eat away at the duopoly of Facebook and Google with an increase in share of 8.8 percent
Marketers, campaign success depends on actually identifying your goals
It is important to choose an attribution approach to measure success - and stick to it - because the most common mistake in campaigns is shifting mid-stream.
Singular can now track ROI across channels, with deterministic attribution
Its new solution extends the intelligence platform’s ability to see customer journeys across platforms.
83% of consumers now aware of marketers tracking their locations — study
The Blis report also found that a majority of consumers would charge a marketer at least $10 to access their personal data.
What the US data protection law will mean for ad tech and marketers
It's not just about GDPR and the California Consumer Privacy Act, marketers must be proactive about data privacy because a federal framework could be next.
What does online lead generation look like in 2019?
A good campaign uses optimized forms (the result of user testing), well-designed chatbots and a data processing strategy that provides useful insights.
Personalizing customer experiences at scale
How human creativity and AI-based automation make a winning combination