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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Webinar: How to choose whether to build or buy with this CDP checklist
Learn first-party data management strategies that keep your customers' data safe and your business booming.
4 tips to navigate the advertising impact of iOS privacy changes
Despite the restrictions, targeting iOS users is still crucial for marketers. Here are four tips to help pivot your advertising strategy.
Best practices for getting started with AI
Companies don’t have to start from scratch to begin experimenting with artificial intelligence.
How bad data can spoil good personalization
Don't let bad data poison your email relationship with your clients. Learn how to avoid personalization failures in your email program.
Webinar: Harness first-party data for conversion
Learn how Hearst maximizes the power of audience intelligence to drive growth.
2 important ways to build customer trust and brand equity with data
Here are the investments marketers should make to gain a competitive edge while remaining privacy-safe.
Pumpkin spice latte and the mystery of the missing consumer conversations
A lot of the public’s online conversations are now happening in not-so-public places like Slack, Discord and Telegram.
Why we care about data-driven marketing
Data is foundational for today's marketing. Here's why, along with best practices for extracting the most value from it.
Clean rooms expand for advertisers with Neustar and InfoSum collaboration
The partnership allows InfoSum clients access to Neustar Unified Identity.
How location data helps marketers acquire new customers and expand campaigns
Marketers can use location data to find new customer insights and improve ROI.
3 ways to do segmentation in Google Analytics 4
Learn how to create segments in GA4 through comparisons, explorations and audiences and when to use each segmentation tool.
Amazon decision to use Nielsen is big boost for beleaguered rating service
"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
How CDPs transform donor experience for a nonprofit organization
Data and customer experience overhauls are part of the roadmap for World Vision as they adapt to digital giving.
FTC weighs in on customer data privacy
Addressing data privacy concerns, the FTC has announced proposed rule-making on consumer surveillance and data security.
Google delayed third-party cookie deprecation: Why and what’s next?
An independent analyst offers his take on the significance of Google's cookie delay.
Only 38% of marketers very confident in their customer data and analytics systems
89% say customer data isn't readily accessible to them.
Why we care about retail media networks
One-quarter of retailers are generating more than $100 million in revenue from their media networks.
3 things to know about the American Data Protection and Privacy Act
A quick guide to the ADPPA as currently drafted. It might change, of course, and it's not guaranteed to pass.
Google’s third-party cookie delay: Adtech reacts
The adtech and data world reacts to Google's latest delay on the death of third-party cookies.
Only 11% of US businesses fully comply with CCPA privacy law
B2C and B2B companies are equally poor at compliance.
Federal data privacy bill could make life easier for marketers
It would override state privacy laws and set tough standards for gathering and using personal data.
Guarantee trust by handing privacy power back to the consumer
The way to break marketing's "privacy paradox" is to lead with first-party data transparency.
Webinar: Four elements of a powerful, data-driven martech stack
Handle today's demands with tomorrow's plans by using technology that is fast, scalable, elastic and reliable.
Webinar: Reimagine your customer experience strategy
Use data-driven insights to optimize your campaign performance with a 360-degree customer view.
How to tell a story with data and elevate your client reporting
Stories sell — whether you're explaining a product or a data set. Learning how to tell a story with data is an important skill for proving your agency's value.
Webinar: Accessibility, compliance and user experience improve SEO
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
Identity and the changing measurement landscape
How established measurement companies and newcomers are making headway with new identity challenges, and how marketers can, too.
How clean, organized and actionable is your data?
Getting the most from your CDP depends on data hygiene.
Webinar: Work smarter, not harder, to give customers what they want
Use data to create next-level customer experiences at scale.
Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.
Webinar: Grow revenue streams through web accessibility and compliance
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
How to turn the great buyer resignation into B2B career opportunities
The B2B buying process has gone primarily digital - most B2B sellers and teams have not.
AI and machine learning in marketing: Are you deploying the right models?
Three areas where AI marketing can help: marketing data management, customer intent, and opportunity and purchase prediction.
Why clean data is key to organizational success
Without clean, actionable data, brands will have a difficult time succeeding in digital marketing.
Adobe: Online prices were up only 2% in May
The Digital Price Index doesn't include airline tickets whose cost was up 30% last month.
MarTech Salary and Career: The meritocracy myth vs. the real gender pay gap
Woman in martech earn an average of 0.70￠for every $1 a man earns.
MarTech Salary and Career: Federico Bianco knows the difference between good data and all the data
"It's essential to have an understanding of what data you want and why."
Tough times increasing consumers’ desire for reliable, trustworthy companies
74% say communicating honestly and transparently is more important now than pre-pandemic.
Measuring the invisible: The truth about marketing attribution
Is marketing attribution a myth or reality? Here are three tips for doing attribution as well as it can be done.
IAB Tech Lab prepares digital media industry for ‘watershed moment’
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.