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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
How companies are leveraging clean rooms and first-party data as cookies vanish
Remain competitive with campaign insights and customer segmentation with the help of clean room partners.
How to use AI and machine learning to boost marketing data management
Connect teams, evaluate processes and implement programs using AI and ML for data challenges.
Adobe releases data on early holiday shopping and prices
Good news for marketers and consumers: Spending increases while prices decline.
How web scraping can be a valuable data source
Web scraping offers another opportunity to gather public data relevant to your business and can work as an adjunct to other data sources.
How to quantify the ROI of data using decision playbooks
Marketing teams can produce more insights with less data. It starts with taking advantage of a simple idea: decision playbooks.
The moving target of permissible PII
New rules for collecting and using personally identifiable information are emerging, shifting the balance in favor of the consumer.
6 data collection tactics for marketing in the cookieless future
When customers are more involved in the process, your marketing automation program will benefit from better data.
5 ways marketing and IT can work better together
What's your relationship with your IT team? Adversarial? Collaborative? Non-existent? Here's how to drive better results with good teamwork.
Havas Media partners with Samba TV to integrate streaming, gaming and linear TV data
The data collaboration serves advertisers using HMG’s Converged audience and data management platform.
Genie is a step beyond the Salesforce CDP
Genie represents a rethinking of Salesforce's approach to customer data.
Oracle launches industry-specific AI models for its Unity CDP
Oracle announces vertical-specific models for the Unity CDP and talks about connecting front- and back-office to boost CX.
4 tips for navigating sensitive customer data
There's a fine line between sensible vs. sensitive data targeting. Here's how to keep marketing securely in the comfort zone of customers.
Webinar: Use a golden record of data to enhance customer experiences
Learn how to deliver highly-personalized experiences with quality data.
Going beyond cookie consent: 3 strategies to achieve data compliance
Data compliance doesn’t stop with cookie consent. Learn how to establish a logical and adaptable compliance framework for your brand.
Unify customer data across multiple brands and systems
Learn how The Comoto Family of Brands unlocked its marketing potential with first-party data.
Webinar: How AI unlocks value from your single source of data truth
Learn how B2C and B2B clients deploy AI to improve customer experiences and achieve greater return on marketing spend.
4 common problems marketers and data analysts can solve together
Marketers and data analysts have distinct roles, but increasingly they need to work together to overcome obstacles.
NIL as well as pro female athletes attract big endorsements
A college athlete and TikTok star is competing with world famous female athletes for valuable endorsements.
Webinar: Deliver highly-personalized experiences with quality data
Tune in for ‘golden record’ use cases to drive consumer engagement and ROI.
A guide to Google Analytics 4 for marketing agencies
Everything you need to know to prep your clients for the change.
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.
How to build customer profiles using a CDP
Customer data experts break down the key ingredients that go into a CDP.
How to mine data from digital events
Third Door Media’s Marc Sirkin shows how online events can yield valuable data to boost marketing and drive sales.
Data analytics: Your stack’s past and limitations
Understanding your martech stack's evolution makes working with data analysts more efficient.
Why marketers should care about consumer privacy
From GDPR, CPPA and ADPPA, here’s all the information marketers should know.
Webinar: How to avoid digital pollution and focus on your audience
Rethink the way your teams create, deliver and manage content for customer experience.
Webinar: Consumer loyalty trends to watch
Learn what can make or break relationships with your customers.
19 CDP use cases that can annoy or engage your customers
Create a user experience customers will appreciate and enjoy. Here's what they consider creepy vs. cool when using their data for marketing.
Webinar: The secret to a customer-centric approach with faster ROI
Stop working for data and learn how to make data work for you.
Webinar: Your customer insights can help you thrive in economic uncertainty
Consumer and market intelligence can help you stay afloat.
What is account-based marketing or ABM and why are B2B marketers so bullish on it?
Interest in ABM strategies is surging as technologies to target key accounts improve and relevant data becomes more accessible.
Webinar: If the customer is always right, your tech should be too
Discover the emerging solutions and channels that cultivate stronger customer experiences.
Webinar: CDP must-haves for your budget
First-party data management strategies that keep your customers' data safe and your business booming.
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.
ActionIQ adds capability to query data from external sources like data lakes
HybridCompute from ActionIQ will allow the CDP to query data from external sources like enterprise data lakes.
How to humanize the digital experience with first-party data
Consumers trust us with their data because they value our brand. In return, we need to make their experience the best possible. Here's how.
Proliferating privacy laws, changes in data gathering worry marketers: IAB report
Consumers don’t see value of sharing data and marketers want a “one size fits all” privacy law, the IAB finds.
How to use AI to discover the causes behind customer actions
AI-powered causal analytics provides an alternative to A/B testing.
Customer journey orchestration
The crisis for disconnected B2B marketers
At HubSpot's Inbound 2022, the buzz is around creating communities and the company's new Customer Journey Analytics offering.
ActionIQ and Slalom bring consulting to customer experience with new partnership
Slalom will offer specialized services geared to ActionIQ CX Hub customers.