Feds finally file anti-monopoly suit over Google’s adtech
The suit seeks to force the tech giant to get rid of its ad businesses and engaging in allegedly anticompetitive practices.
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
Enterprise IT remains bright amid gloomy tech spending forecast
Worldwide IT spending is expected to slow, but software and IT services are projected to increase by 9.3% and 5.5% in 2023, respectively.
Nielsen announces first module for cross-screen audience measurement platform
Nielsen ONE Ads promises deduplicated audience measurement across linear TV, CTV, mobile devices and desktop.
MarTech’s B2B marketing experts to follow
Here are the top B2B marketing experts to follow to stay on top of all the best practices and latest developments.
Economic uncertainty means marketers will re-evaluate ad buys more frequently in 2023
While overall ad spend will continue to grow, many marketers expect to adjust their mix of channels every month.
A 4-step guide to creating a self-service marketing organization
Self-service marketing increases efficiency, gives marketers more skills and lets marketing operations focus on strategic issues.
4 easy ways to optimize data intake on your marketing automation platform
Justin Sharaf, vice president of marketing operations at Collibra, shares four easy ways to get better data from your MAP.
Diversity and inclusion in marketing
Marketing industry diversity improving, but still lags for senior positions
The benefits of diversity and inclusion can be seen in stock and revenue performance, hiring and retention and customer acquisition and loyalty.
MarTech’s email marketing experts to follow
Here are the email marketing experts to follow to stay on top of all the best practices and latest developments.
Online retail kicks off holiday season with record sales
Adobe and Salesforce have different Black Friday and Cyber Monday sales totals, but both show record increases from 2021.
Yahoo and Taboola sign “30-year” exclusive ad agreement
Taboola will be the exclusive ad provider for Yahoo. The two companies will split ad revenues..
Marketers using more data sources in search of better data quality
In 2021 companies used an average of 10 different sources for customer data. That increased to 15 this year and is projected to hit 18 by the end of 2022.
November online spending up only 0.1% heading into Black Friday
Inflation is high and unemployment is low. So no one is really sure what consumers will do during the holiday shopping season.
33 World Cup marketing statistics you need to know
5 billion people are expected to watch some of the World Cup, so brands are out in force. Here's a story told in statistics.
Q&A with the director of Google Analytics: Getting started with Google Analytics 4
Russ Ketchum, director of Google Analytics, talks about migrating from Universal Analytics and shares some GA4 power user moves.
Many advertisers still using Twitter despite Musk’s chaos
Smaller advertisers have stuck with Twitter because its audience and engagement numbers are still good.
Only 28% of B2B content marketers report having the technology they need
Nearly half say their biggest challenge is integrating/correlating data across multiple platforms. Few expect tech spend to increase.
Podcasts now a top channel for B2B marketing
B2B podcasts don't need a big audience to be a success. Also, they are perfect for repurposing content like blog posts, white papers, etc.
Twitter’s demise would cost marketers an important, useful channel
The social media platform is a unique, immediate way to connect with consumers. Companies use it to improve customer experience and redefine their brand.
Channel groups: Getting started with Google Analytics 4
Channel groups are rules-based definitions of website's traffic sources that let you monitor the performance of those sources.
B2B marketing budgets stalled out in 2022
57% say their budget was the same as or less than 2021. One in five reported being hit with mid-year marketing budget cuts.
Tools and resources: Getting started with Google Analytics 4
A collection of all the tools and resources we've mentioned in our GA4 series, plus a few extra. We'll be adding to it in the future.
Google rolls out new features for GA4
GA4 adds real-time behavioral modeling, more customization and the Setup Assistant gets a big improvement.
Digital asset management (DAM)
3 steps to superpower your DAM system
DAM promises to speed up processes by unifying content and making it easier to find. Here's how to make the promise a reality.
GA4 Setup Assistant part 2: Getting started with Google Analytics 4
This GA4 assistant has tools to select goals you want to import, copy Google Ads links and add users who can access your current property.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
B2B martech spending growth slows, may hit $8.5 billion by 2024
B2B martech spending may increase an average 13.5% over the next two years, down significantly from the 17.4% average increases since 2020.
GA4 Setup Assistant part 1: Getting started with Google Analytics 4
The GA4 Setup Assistant in Universal Analytics will help you migrate to the new tool if you manage the tags correctly.
UTM tagging: Getting started in Google Analytics 4
UTM codes, text you add to a link to gives you more information, are a key element to get the most from GA4.
More than 60% of B2B marketers say martech stack is too complex
The preferred solution: Spend more money on it. 70% of U.S. marketers expect their tech budget to grow next year.
Events and Conversions: Getting started in Google Analytics 4
In GA4 an Event is an interaction you want to track. Once you tag something as an Event, you then mark it as a Conversion to get it counted.
Marketers making less use of martech’s expanding capabilities
Only 42% say they are utilizing all the capabilities of their martech stack.
Customized insights: Getting started with Google Analytics 4
GA4's automated insights detect unusual changes in your data; custom insights can track your KPIs.
Predictable marketing ROI is doomed: The MarTech Conference day 2 keynote
Marketing operates in a complex, volatile environment and your thinking needs to reflect that.
Data-driven attribution: Getting started with Google Analytics 4
DDA looks at your website data and assesses the probability of certain channels influencing conversions.
Setting up your website: Getting started with Google Analytics 4
GA4 isn't yet ready to be your main analytics tool, so start practicing with it now.
Setting up goals: Getting started with Google Analytics 4
Universal Analytics' goals are called conversions in GA4. Here's how to organize them.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
Apple adds BIMI to next operating system update
BIMI lets brands display their logos next to authenticated emails, protecting consumers from fraud.
Redefine success: Getting started with Google Analytics 4
GA4 isn’t about page views — it’s about different types of trackable events which provide actionable data.