Customer experience
MarTech is your source for customer experience content. 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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3 steps to navigating the complex customer journey
The key to marketing success and scale is to refine your customer journey down to the essentials — the critical path.
Prepare for an unpredictable economy with email marketing
Don’t let your brand suffer because of the economic pressures ahead. Use first-party data to fuel your email personalization strategy.
Why we care about loyalty marketing
Learn why loyalty programs are a win-win for brands and customers and ways marketers can reward customers across various channels.
Master the CX trifecta: Data, content and tech
In this webinar, learn how to responsibly harness first-party data as a competitive advantage.
Digital asset management (DAM)
Does your organization need a digital asset management platform?
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
Conversion optimization platform buyer's guide
Questions to ask about conversion optimization platforms
Have these questions ready for vendors, internal stakeholders and technology customers.
North Star goals for category leaders: Customer lifetime value model
Beyond just calculating CLV, companies must embrace the total value a customer can bring as a factor in strategic planning, culture and KPIs.
Conversion optimization platform buyer's guide
Does your company need a conversion optimization platform?
Organizations should assess business needs, staff capabilities and financial resources when considering whether to adopt this new technology.
Conversion optimization platform buyer's guide
What is a conversion optimization platform?
Here’s why marketers are using this new technology to improve experience and boost ROI.
North Star goals for category leaders: First-party customer view
Having an effective first-party data strategy means you can balance two sets of customer needs — personalization and privacy.
Webinar: 5 CX trends that will shape 2023
Learn the difference between what customers say 'to' you and 'about' you - and why it's important.
HubSpot’s December releases: A manager’s guide
HubSpot improves reporting on fiscal year goals and forecasts, internal communication using Slack and mobile devices, and more.
Marketing artificial intelligence (AI)
ChatGPT to support digital experience analytics
Glassbox will integrate conversational AI into its digital experience analytics platform.
Webinar: Maximize email engagement and personalization with data
Learn how to deliver hyper-targeted email messaging with personalized content at every stage of the funnel.
Cooler Screens expands in-store retail media presence
The company behind refrigerator door screens in Walgreens and elsewhere announced at NRF that new screens will be available for end-caps, checkout coolers, pharmacies and elsewhere in-store.
North Star goals for category leaders: One-to-one, omnichannel personalization
While “one-to-one” and “omnichannel” are the goals, you can start incrementally and work your way toward them.
How Coca-Cola activated their enterprise CDP
Over the last two years, the Coca-Cola Company has been implementing an Adobe CDP and activating other capabilities around it to connect with 2 billion customers worldwide.
How to build a customer value squad — and why
A small, cross-functional team copes best with volatile, uncertain, complex and ambiguous environments — in the operating room or in marketing.
2023 Predictions: How data will change marketing in the new year
Marketers will search out new signals and draw on deeper insights to get to know customers better, often with the help of AI.
Webinar: 7 ways to keep your customers coming back in 2023
Activate a data-driven personalization strategy that drives meaningful relationship building.
How ‘the curse of knowledge’ may be hurting your business and what to do about it
It’s easy to assume that everyone else knows what you know. Here are some examples of where this bias can crop up and how to deal with it.
Top 10 immersive marketing trends that will grow your grinchy heart in 2023
From better B2B marketing in the metaverse to more engaging virtual events, here's a preview of key immersive marketing trends in 2023.
2023 Predictions: Experience, ecommerce and transformation
Will automated chatbots be a force in marketing next year? There's a better chance that headless commerce will be the story for 2023.
Optimization and personalization
The ROI of personalized experiences: Process measurements
Looking at the methods used to personalize, how efficiently they are performed and how they are improved over time is part of measuring ROI.
2023 Predictions: How organizations will transform their martech stacks and digital experiences
Top ways experiences and behaviors will change for consumers in 2023, and what marketers will do to maintain a competitive edge.
How Penske Media uses a CDP to help advertisers reach digital users
Unifying first-party data in the CDP helps authenticate users and quickly improve their experiences.
Claus and effect
Despite the supply chain crisis, the after-effects of COVID and the threat to coal as an energy source, Santa was determined to make Christmas happen.
Optimization and personalization
The ROI of personalized experiences: Content measurements
Track the ROI of personalized content by looking at individual and incremental performance and using a multi-touch attribution model.
Customer segmentation models to improve the performance of loyalty marketing campaigns
Segmenting your customers is critical to your success.
Digital experience platforms: 4 building blocks to success
While DXPs promise holistic, cross-platform seamlessness, organizations must be prepared to invest long-term before implementation.
How to sharpen your B2B marketing experience strategy
Make sure you’re delivering experiences to buyers with the right level of targeting.
HubSpot’s November releases: A manager’s guide
You can now engage with customers where they are with HubSpot's WhatsApp integration and protect your marketing email process with Approvals.
3 steps to building an effective martech stack
Identify core customer and business needs first. Then build your stack accordingly.
Optimization and personalization
The ROI of personalized experiences: Audience measurements
Learn ways to measure the returns of personalization by audience performance and why creating a first-party data strategy matters.
Bermuda Tourism launches 3D digital out-of-home in New York
Bermuda Tourism Authority is pioneering the new technology with OUTFRONT to boost awareness and get flights booked.
Webinar: Drive smarter engagement across the customer journey
Learn the tools and tactics to execute personalization across channels from a data-first organization.
Webinar: Your winning CTV advertising strategy in 2023
Learn how your business can reach your target audience with connected TV.
Webinar: Do more with less to get ahead in 2023
Empower your teams to send less communications and see more results.
Webinar: It’s time to modernize your online experience
Learn how to create a seamless, scalable, multichannel customer experience that drives real revenue opportunities.
HubSpot’s October releases: A manager’s guide
The latest releases allow marketers to grow and retain revenue with customer journey analytics, customize lifecycle stages, and more.