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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Apple’s WebKit outlines cross-site tracking crackdown, will block advertisers who try to bypass privacy rules
“We do not grant exceptions to our tracking prevention technologies to specific parties," the WebKit document states.
Marketers want more data, analytics, tech for improved personalization [Study]
According to a report from Merkle, marketers want to invest more in data, analytics and tech to improve customer engagement, and an email address is still the highest priority data to acquire.
SurveyMonkey Audience expands offering, helping marketers gather deeper insights
Global survey software solution SurveyMonkey has announced that its SurveyMonkey Audience arm will be extending its offerings with a new, premium service bundle called SurveyMonkey Audience Premium.
Google wants new industrywide standards to balance privacy and ads personalization
The company is starting an ambitious and difficult conversation about how to preserve data-driven advertising while giving users more control.
Consumers believe brands benefit more from personal data sharing than they do
New Factual survey shows the complex state of consumer attitudes toward personal and location data privacy.
Google integrates IAB Tech Lab’s Open Measurement standard for third-party viewability measurement
The Open Measurement standard eliminates the need to implement various SDKs to measure viewability across display, native and video.
Personalization offer doesn’t lead to more personal data sharing [Survey]
Data sharing is highly situational; marketers can't assume personalization is always desirable.
Customer Data Platform industry sees continued expansion, record funding
As Adobe, Oracle and Salesforce enter the CDP space, analysts evaluate their impact on the industry.
LinkedIn launches Audience Engagement Insights with addition of 5 new marketing partners
Amobee, Annalect, Hootsuite, Ogilvy and Sprinklr now have integration capabilities with LinkedIn's Audience Engagement API.
Firefly ups the ante for digital out-of-home
Firefly's "taxi-top" dynamic screens bring programmatic inventory together with precise location targeting and measurement.
NCS launches AI service to optimize for offline incremental sales in CPG digital campaigns
The Sales Lift Metrics service is designed to provide in-flight data on key campaign tactics, such as audience targets, media placements, creative messaging and ad formats.
Demystifying visibility metrics in Google Ads
Here are six metrics to help advertisers determine how often - and where in the SERPs - ads are showing up to help identify maximize growth opportunities.
Google introduces App + Web for unified reporting in Google Analytics
The new capabilities let marketers look at customer data in more complete and flexible ways.
The 4 big reasons agencies need marketing automation to survive
Agency life is hard. Everything is due tomorrow – or yesterday. Clients demand stellar results. Your competition is trying to underbid you. Your creative team wants tacos. Meanwhile, you’re juggling:1. Marketing your agency to bring in new business2. Keeping current clients happy to gain their loyalty There are ways you can accomplish both revenue and […]
Simplifying Google Analytics configuration with Google Tag Manager
Using analytics through GTM allows you to simplify the code in place on your site and quickly set up advanced features like cross-domain tracking.
Proposed NYC law would ban sharing of location data within the city
Passage is not guaranteed but it could inspire other local governments to take similar action.
Following its $5 billion Facebook fine, the FTC penalizes YouTube and Equifax
We're entering a period of more aggressive data privacy and security enforcement under existing law.
mParticle’s new API could help marketers with “anonymous user” data
The new API seeks to help marketers with data unification and management.
4 steps to becoming an experience brand
If you are truly interested in meeting consumer expectations, you’ll not only be measuring and tracking those experiences but also consistently making updates to improve them.
Parallel tracking for Google display ads: Mandatory as of July 31
A friendly reminder that the cutover is fast approaching.
Email and phone communications dominate conversational martech, but chat isn’t far behind
New research produced by Drift and SurveyMonkey Audience shows increasing shift in consumer expectations when it comes to communicating with brands.
HubSpot’s free users get a premium upgrade
Users of the marketing platform's free CRM software will now have access to more of HubSpots marketing tools.
The top retailer marketing strategies to compete with Amazon Prime Day
Survey indicates 68% of Prime Day shoppers plan to comparison shop outside Amazon, leaving ample room for competitors to gain customers.
Recent funding news indicates increased need for data compliance management
The digital compliance industry is growing as organizations prioritize data privacy.
NinthDecimal Introduces Multi-Touch Attribution for Offline Store Visits
Company touts "MTA" solution as the next-generation in campaign measurement and analytics.
Cheetah Digital’s acquisition of Wayin Inc. aims to bring first-and ‘zero-party’ data to marketers
The latest move from Cheetah Digital seeks to bring better customer data to marketers while keeping compliance at the forefront.
Marketers can operationalize customer feedback (whether you ‘own’ it or not)
Democratizing access to customer feedback is one of your most valuable assets in the feedback economy.
Marketing salary survey 2019: A global snapshot
Our global salary trends serve as a benchmark to inform the marketing ecosystem on an international scale.
Episerver unveils digital marketplace for verified apps
The new marketplace tests and verifies compatibility with all applications before releasing in the marketplace.
Hootsuite integrates Yext Reviews into its dashboard
Businesses using both platforms will be able to manage online customer reviews and monitor their Yext analytics alongside their social media efforts.
Conversion optimization is an operating system (not a tactic)
CRO and growth teams should be cheerleaders for evidence-based decision making, experimentation and the judicious use of data in campaigns.
Why Meeker sees ecommerce, digital ad revenues slowing down
The rise in global internet adoption means more fragmentation across the consumer spectrum, which ultimately amounts to less concentrated growth.
Major marketing cloud vendors enter crowded CDP field
Adobe, Oracle and Salesforce address customer data platform products.
The analytics market is consolidating. What does this mean for marketers?
Unless you have highly niche or specific needs, it’s time to review your tech stack and plan for a potential platform shift.
3 metrics small businesses should track to measure SEO success
Small businesses need time and context to evaluate traffic retention, quality backlinks and conversion rates.
Salesforce to acquire data analytics platform Tableau
The transaction will bring data visualization into the fold and could help marketers extract more value from their data.
Google to buy unified data platform Looker for $2.6 billion to strengthen Cloud analytics
The acquisition will bring Looker's business intelligence to Google Cloud.
Foursquare buys Placed from Snap to create location-measurement powerhouse
The company said the move advances its goal "to become the world’s most trusted, independent location technology platform."
Qualtrics and Adobe add new integration for improved data and customer experiences
New extension seeks to help digital marketers better understand consumer behavior to improve digital experiences.
GDPR: A ‘Y2K’ moment or a sea change for the digital ecosystem?
Consumers' lives haven't changed that much but marketers are much more cautious while some are waiting for the 'other shoe to drop.'