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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How to create a CDP worksheet from your use cases
Getting the right mix of front-end and back-end functions is key to your CDP evaluation and implementation. Start with your use cases and build a worksheet.
Marketing artificial intelligence (AI)
How to use AI and machine learning to personalize and optimize campaigns
Marketers can leverage this technology, but first they need to centralize their data.
How CTV can deliver market research for B2B marketers
Here are some ways B2B marketers can use CTV ad campaigns to find audiences and test creative.
How data clean rooms might help keep the internet open
The IAB sees encouraging signs that DCRs might sustain addressable advertising outside the walled gardens and without the help of cookies.
Conversion optimization platform buyer's guide
Questions to ask about conversion optimization platforms
Have these questions ready for vendors, internal stakeholders and technology customers.
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.
88% of brands say they’re pressured to use retailers’ media networks
RMNs very real value is expected to increase as standardized measurements provide marketers with useful, comparable data.
Webinar: Kickstart your first-party data strategy
Achieve personalization and more without cookies right when your users log in.
Big Lots’ approach to building an identity roadmap
The retailer discusses identity challenges and how to align teams and technology to overcome them.
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.
Why we care about compliance in marketing
Complying with marketing regulations is paramount, as consumers — and governments — have become more privacy-conscious.
Top 3 priorities for your 2023 B2B marketing strategy
Set up your brand for long-term success by focusing on data-informed insights, creator marketing and building brand advocates.
Failure to get the most out of data clean rooms is costing marketers money
Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling.
Lotame launches first-party data accelerator
Spherical will extend first-party data from data warehouses and CDPs into the "madtech" space.
Customer data platform (CDP) buyer's guide
20 questions to ask customer data platform vendors during the demo
You want to learn how easy a platform is to use and whether the vendor seems to understand your business and your marketing needs.
Customer data platform (CDP) buyer's guide
Does your organization need a customer data platform?
To answer this you must assess your organization’s business needs, staff capabilities, management support and financial resources.
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.
Customer data platform (CDP) buyer's guide
What is a CDP and how does it give marketers the coveted ‘single view’ of their customers?
Customer data platforms give marketers control over data collection, segmentation and orchestration through out-of-the-box integrations that rarely require IT or developer involvement.
Webinar: Keep customers engaged post-holidays and all year long
Build rich customer profiles that you can use to engage customers with highly personalized campaigns.
2023 predictions: How marketers will approach web3, virtual experiences and gaming this year
As the metaverse hype cycle wanes, marketers will target specific technologies that add value to their plans and strategies.
3 Google Analytics 4 features to make up for lost data
Using these tools in GA4 will help compensate for tracking limitations so that you can remain data-informed.
Pinterest announces clean room partnership with LiveRamp
The new clean room will be used to help activate Albertson’s retail media network.
Webinar: How to make the most out of consumer and social media data
Consumer insights matter more now than ever.
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.
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.
How CPGs can realize the value of first-party data with a CDP
Consumer packaged goods brands can drive ongoing marketing ROI by harnessing the value of first-party data through a customer data platform.
2023 Predictions: Retail media networks
As more advertisers flock to retail media networks, here’s how the networks will evolve.
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.
5 tips to extract true value from your data
How much data does your organization have that might be valuable enough to barter? Here are some tips for getting true value from your data.
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.
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.
On next year’s to do list: Clean rooms and better data
To stay ahead of the curve, more marketing teams are updating privacy policies, revamping their tech stacks and leaning on data clean rooms.
The state of intent data in 2023 and beyond
With B2B's increasing reliance on intent data, now is a good time to assess its current state and prepare for what's ahead.
Server-side measurement: What is it really good for?
While it is not a one-size-fits-all solution to the demise of browser cookies, server-side measurement is still worth considering.
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.
Webinar: Drive smarter engagement across the customer journey
Learn the tools and tactics to execute personalization across channels from a data-first organization.
Where should a CDP fit in your martech stack?
Here are three approaches to consider when implementing a CDP based on how it integrates with your customer data ecosystem.
Webinar: Do more with less to get ahead in 2023
Empower your teams to send less communications and see more results.
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.
4 tips for a great CDP implementation
Implementing a customer data platform? Here are seemingly insignificant integration points you need to keep an eye on.