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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Sanity check: One year until GDPR
On May 25, 2018, the General Data Protection Regulation (GDPR) will go into effect. Is your company prepared? Columnist Todd Ruback explains how to start taking action.
Survey: Consumers willing to share personal data for deals, better customer service
Only 15 percent were interested in "targeted ads," and 31 percent were unwilling to share personal data for any reason.
What the GDPR means for your business
With the General Data Protection Regulation (GDPR) clock winding down, companies are scrambling to decipher what it means for their business and how to become compliant. Columnist Josh Manion explains.
Patent 1 of 2: How Google learns to influence and control users
Columnist Dave Davies does a deep dive into a recently granted Google patent that describes how your data and context could be used to influence your future actions.
The first Forrester Wave on Digital Intelligence tools tackles customer interaction
Adobe reigns above the others, but no tool covers all 15 capabilities -- yet.
5 pragmatic — and powerful — places to improve CX right now
When it comes to making a big impact on the customer experience, the 80/20 rule has never been truer. So pick the right battles and get started, advises contributor Brent Sleeper.
Protagonist’s new platform finds the stories told about brands
San Francisco-based startup employs AI and human experts to decipher narrative threads surrounding brands, and then offer strategic actions.
Three-year long study finds native ad spend jumped 600 percent between 2014 & 2016
Conducted by native ad platform Nativo, the study looked at native ad spends for 10 different verticals, including Food and Drink, Automotive and CPG.
Google launches Marketing Mix Model Partners program for comparing channel performance
Nielsen, Neustar, Marketing Management Analytics announced as launch partners.
4 ways you can improve your website conversion rate with SEO
Are your SEO and conversion rate optimization efforts at odds with one another? Columnist Khalid Saleh says breaking down the wall between your SEO and CRO strategies will help you rank better in search and boost your conversions.
Google Analytics remarketing lists go cross-device May 15
The shift from relying on cookies was first announced last fall.
Amazon launches a metrics dashboard for Alexa skill developers
Developers can see how often their skills are used, how many people are using them and how successful consumers' "utterances" are.
6 reasons why building your own customer data asset is a recipe for marketing success
Don't let an overabundance of tech solutions and partners spoil the broth. Columnist Mike Sands cooks up six questions to ask yourself to ensure you're in control of your customer data.
How to pair multi-channel attribution with lead scoring to improve marketing ROI
Vote for this entry in the 2017 Hackie Awards by sharing it on Facebook, Linkedin or Twitter by May 1.
6 reasons why building your own customer data asset is a recipe for marketing success
Don't let an overabundance of tech solutions and partners spoil the broth. Columnist Mike Sands cooks up six questions to ask yourself to ensure you're in control of your customer data.
Android now the world’s dominant OS, surpassing Windows
Apple's iOS generates more traffic than Android in the US.
Yes, I want to take care of your spam problem for you
In the fight against spam, CAPTCHA is here to help -- but what's the toll on your conversion rate? Columnist Brian Massey discusses the drawbacks of CAPTCHA and offers some user-friendly alternatives.
Google Optimize, the free website testing solution, is out of beta
Optimize runs on top of Google Analytics.
The hype and reality of artificial intelligence [Podcast]
In this week's Marketing Land Live, we chat with Scott Brinker about the current state of artificial intelligence -- what's fact, what's fiction, and what do marketers need to know?
ContentSquare hops on the AI bandwagon
UX analytics firm’s new Performance Center adds a new layer of intelligence and a bot named Arti to surface insights on why site visitors do what they do.
A/B testing solution Google Optimize is out of beta and free for everyone
The A/B testing platform runs on top of Google Analytics.
Absolutdata launches an AI-based decision-making platform
Adding AI to its tools for converting trial users and evaluating new product ideas, the company is moving toward decision-making as a service.
Signal expands its identity solution beyond a brand’s own properties
Newly launched Customer Identity Solution employs cookies and mobile device IDs matched to known customers to target ads and other marketing elsewhere.
Video ads for direct response: What’s the best length?
Columnist Andrew Waber dives into recent Facebook video advertising data to help you discover the length and format that will work best for your video creative.
Through Affinity Solutions, brands can now target the purchase histories of customers from 4000 banks
The launch of its Marketing Cloud makes these histories available for predictive marketing and sales attribution.
Pay-per-visit mobile ad model uses AI to predict store visitation
Blis will charge marketers only for targeted customers who have gone into a store.
Self-serve analytics: Dream or reality?
Despite the hype, self-serve analytics isn't for everyone. Columnist Nick Iyengar says you need to take a close look at your team and its culture to get a better understanding of the right solution for your organization.
What is demand generation marketing?
The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads. In one TED Talk, Malcolm Gladwell shares a story about choice, happiness and Howard Moskowitz. He talks about Howard’s role as a food scientist and […]
Beware these 7 sneaky PPC attribution tricks
You may think you're hitting your conversion goals, but columnist Andrew Goodman warns that faulty attribution can lead to inaccurate or misleading performance data.
This new AI-powered social marketing tool can predict engagement or write the post for you
Called Pi and launching this week from startup Post Intelligence, it uses a neural network to build a custom model for each user’s patterns.
4 advanced targeting strategies for B2B marketers
Columnist Jessica Cameron explains how understanding specific audience segments can help you engage with your B2B audience across all stages of the buying process.
It’s true: Smiling at an ad means sales will go up
A large-scale study from emotion tracker Realeyes and candymaker Mars found a correlation between emotional reactions to ads and sales lifts.
Adobe launches a super-cloud to manage customer experience
This new uber-cloud reorganizes existing capabilities and adds a variety of new features to power omnichannel experiences from online to traditional TV.
UTM tags + Facebook ads = awesome
If you're testing out Facebook advertising for lead gen, understanding the results can be tricky. Contributor Brett Middleton outlines three optimization tactics to help you make data-driven decisions.
Foursquare offers Analytics product for retailers, multi-location brands
Benchmarking and audience measurement tool enables retailers, QSR chains and others with physical locations to understand audience visitation trends.
Hootsuite acquires Snapchat analytics solution from marketing firm Naritiv
Along with last month’s pickups of adtech firm AdEspresso and social analytics provider LiftMetrix, this purchase helps Hootsuite appeal to large enterprises.
What is the GDPR, and why should martech care?
Columnist Todd Ruback discusses the General Data Protection Regulation (GDPR), a new EU regulation meant to protect its citizens' personal data. If you serve customers or have audience members in Europe, read on to learn how this affects you.
Report: Bad bots are swarming virtually every website and login page
The good news: They’re not evolving very fast, and new user IDs like biometrics may eventually challenge their growth.
With cost per visit, xAd brings search-like performance to mobile advertising
Brands and enterprises will pay only for customers who walk through the door.
SimilarWeb now offers more granular metrics through Digital Insights
The new service of custom reports allows marketers to find some of the traffic patterns behind their sales.