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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What do marketing attribution and predictive analytics tools do?
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.
Terminus acquires Zylotech, the B2B CDP
ABM platform Terminus adds an established, standalone CDP to its offerings.
How Dennis Publishing made first-party data core to its business transformation
Chief product & data officer explains how the company is unlocking the power of first-party data to drive growth across the business.
What is the significance of Oracle’s Fusion Marketing launch?: Tuesday’s Daily Brief
Plus vanity metrics versus actual results in B2B marketing.
Value data privacy to build customer trust
More consumers want personalized experiences, but that does not mean they sacrifice trust.
Getting the most out of first-party data with a CDP
How Michael Kors met its data challenge and orchestrated more efficient campaigns.
How NYC & Co know where you like to go
NYC's official tourism agency leverages anonymized people-and-places data from Near to inform its members and the city itself.
Uncertain times: Monday’s Daily Brief
Data helps, but the future remains in many ways unpredictable.
How to improve marketing ROI with clean data
Without clean data, marketers will have a hard time generating quality leads.
Using AI-powered predictive analytics to time your next move
And why aren’t more CMOs looking ahead?
Here’s a data-driven strategy for better understanding use cases
What makes identifying use cases so difficult has much to do with generic and disjointed experiences.
U.S. Soccer uses customer data platform to make marketing automation personal
The organization revolutionized its approach to fan engagement by centralizing their data and personalizing campaigns.
New marketing tactic to keep hot categories growing
Some sales soared during the pandemic. Comping that growth is the hard part. Here’s help.
Brand blockchain marketing strategies for NFTs are expanding
Burger King drafts Sweet to engineer a collectible, tradeable sweepstakes.
Can AI threaten human rights?: Friday’s Daily Brief
Plus why pre-2020 customer data, B2C or B2B, is pretty much useless.
5 ways data can help you understand your buyer’s journey now
In this live webinar, learn how to create a better user experience and give your customers what they need.
Signals21 – The award-winning virtual content series for marketers is back
Identifying the biggest challenges marketers face today and how to tackle them head-on.
2021 Stackie Awards announced at MarTech: See the winners
Once a year marketers lean on their Powerpoint skills to show just how connected their marketing platforms are.
MarTech keynote: Data is not always perfect
Individual market targeting or audience modeling? To CDP or not to CDP? Different marketing perspectives on the data challenge.
TransUnion to acquire ID resolution company Neustar
The agreement adds more identity resolution to the TruAudience suite and other consumer data services.
How contact tracking tech can reconnect brands with former customers
Technology can help companies find B2B contacts — including marketers — that have changed jobs.
InMoment acquires natural language processing specialist Lexalytics
Lexalytics will bring NLP capabilities to InMoment's experience platform.
How Leilo is using technology to create a new category
Becoming the Official Relaxation Partner for MLS’s NYC FC is just one stop on their data-driven roadmap.
3 stages of SEO automation
How next-gen SEO automation addresses the roadblock of scaling execution.
The Real Story on MarTech: Navigating the new world of consumer privacy
Start with an organizing framework to categorize and understand the issues, dynamics, challenges, and opportunities in such a way that you can take action.
TransUnion launches TruAudience
A new suite of identity solutions provides insights for streaming media advertisers.
Pandemic challenges intensify need for customer data platforms
As B2B and B2C buyers do more online, the CDP's ability to unify profiles is more useful than ever before.
Top social media monitoring capabilities for brands
Social media monitoring tells the story of consumer, competitive, and market intelligence over time. Understanding the capabilities of your social media tools is critical.
Facebook bans academics looking at misinformation: Monday’s Daily Brief
Plus MediaMath's Joe Zawadzki on a third way between walled gardens and open supply chains.
How well do you know your customers?
Overwhelmed customers jump ship when brands get names and recommendations wrong, according to a new report from Movable Ink.
Why account-based marketing continues to grow
Whether it’s streamlining communication between marketing and sales or creating more personalized web engagement with target prospects, ABM technology offers the ability to build out critical relationships.
Shutterstock.AI launches data products for AWS Data Exchange customers
New Shutterstock subsidiary enables businesses of all sizes to train computer vision models at scale.
Record growth for CDPs in 2021
New CDPs split about evenly between startups and established vendors.
Infutor announces partnership with AWS
Plus the selection of Nth Party as Infutor's data privacy workflow provider.