Data and tag management: the DNA of marketing personalization
Looking to improve the customer experience across all touch points? Columnist L. Erik Bratt explains how tag management can help achieve this through personalization.
L. Erik Bratt is a veteran technology marketing executive and vice president of corporate marketing at Ensighten, the leader in enterprise tag management and omni-channel data solutions. Previously, Erik held senior-level positions at Tealium, Microsoft, WebSideStory (now part of Adobe Systems), InboundWriter and VoxOx, a cloud communications provider. He served as a strategic consultant for Digitaria (now part of Mirum), Viralheat (now part Cision) and MarketingProfs.com, producing several best-selling reports on digital marketing and social media. Earlier in his career, Erik was a professional journalist for The San Diego Union-Tribune. He graduated from San Diego State University.
Omnichannel on the line: 4 steps to enhance the customer experience
In an omnichannel world, how do you deliver the most relevant experience to consumers? Columnist L. Erik Bratt explains how to efficiently collect and act on the data that's spread across the many channels.
Owning your martech stack means owning privacy, too
As regulators continue to debate privacy requirements, contributor L. Erik Bratt says brands must learn to control the data across their martech stacks without violating consumer trust.
Tag management systems and DMPs — a match made in heaven?
Brand marketers these days demand tools that can build a holistic customer profile. Contributor Erik Bratt argues that combining data management platforms (DMPs) with tag management is the key to achieving that goal.
Cracking The Black Box of Digital Measurement: Mobile Apps
Columnist L. Erik Bratt discusses why you need to have the right strategy and tools to bring you insights into how users are engaging with your mobile apps.
5 Predictions For 2016 After Reaching “Peak Martech”
What's ahead for marketing technology in the new year? Columnist Erik Bratt takes a look at some trends marketers should expect to see.
Do Your Vendors Play Well Together? 4 Keys For Harmonizing Your Marketing Applications
A bevy of disparate marketing applications can leave many marketers feeling isolated. Columnist Erik Bratt discusses how to get vendors to work together and why it will result in a better customer experience.
How To Win The Hearts And Minds Of Emerging Technology’s Ruling Class: The Early Adopters
Early adopters are key to the success of new marketing technologies, but how do you win them over? Columnist Erik Bratt gets some insight from several smart technologists.
Searching For The Holy Grail Of Marketing? You Can Stop At The Universal Customer Profile
If you're looking to ramp up your marketing strategy, look no further than the universal customer profile. Columnist Erik Bratt explains what you need to successfully create and leverage a single customer view.
Martech Rising: Watch Out Google, Here Comes Facebook
New data reveals major brands are increasingly looking to Facebook as an advertising partner. Columnist Erik Bratt offers some insight into the trends uncovered by his company, Tealium.
As Martech Blossoms, Don’t Forget What It’s For, Scott Brinker Warns
At the MarTech conference in San Francisco, contributor Erik Bratt recaps the scene-setting talk by Scott Brinker, editor of the Chief Martech blog and the conference chair.
“Heavy Martech” Usage Soars, Giving Tag Management A Big Boost
Columnist Erik Bratt discusses the explosion of marketing technology (martech) over the past few years and its implication for marketers.
Are You Committing The 7 Sins Of Martech?
Falling into bad habits is easy, especially when the marketing technology landscape is so complex and overwhelming. But contributor Erik Bratt urges you to avoid these cardinal errors.
When To Deploy A Tag Management Solution: 8 Scenarios
You've heard about tag management and you're interested in deploying it, but when? Contributor Erik Bratt suggests things to consider, timing-wise.
5 Ways To Embrace Your Inner Marketing Technologist
How can you improve your marketing technology skills without sacrificing your day-to-day work? Columnist Erik Bratt has some tips.
Why You Need A Marketing Technology Strategy
Investing in marketing technology is essential, but how do you know if it's paying off? Columnist Erik Bratt offers some advice.
What Is Tag Management & Why Should You Care?
Part Two of a multi-part series diving deep into tag management -- what it is, how it works, how to find a partner and how you can benefit.