Channel: Martech: Analytics & Data

    • What the GDPR means for your business

      By now, most companies who do any business in the EU are aware of the General Data Protection Regulation (GDPR), which was approved by the EU Parliament on April 14, 2016, and goes into effect on May 25, 2018. The GDPR replaces the Data Protection Directive 95/46/EC. Organizations found in non-compliance will face heavy fines: €20 million or 4 percent of global revenue per infraction.

      Marketing Land- 24 readers -
  • The Mufasa Metric: Rethinking attribution in the Engagement Economy

    … of brand advocates. Here’s why. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author As CMO, Chandar is in charge of positioning Marketo as the marketing industry’s innovation leader and best solution…

    Marketing Land- 10 readers -
  • Oracle adds ad verification to its data wheelhouse by acquiring Moat

    … Oracle has taken another step to enlarge its data capabilities, announcing Tuesday that it has agreed to buy ad verification firm Moat. Moat specializes in viewability, brand safety and detecting non-human traffic. Oracle said it will remain independent, providing analytics to brands like Nestlé and to publishers like NBCUniversal and ESPN…

    Marketing Landin Display- 11 readers -
  • Sanity check: One year until GDPR

    … With just over a year left until the EU’s General Data Protection Regulation (GDPR) goes live, it’s time for the industry focus to move from anticipating the impact to action. But while the importance of complying with the new laws is widely recognized, the best way to do so is less clear. According to a global Dell survey, almost all…

    Marketing Land- 15 readers -
  • Protagonist’s new platform finds the stories told about brands

    … Every brand wants to tell a story. But a new narrative analytics platform has launched to help brands figure out the stories that are actually being told about them. The platform is called Protagonist, from a company by the same name. Formerly called Monitor 360, the San Francisco-based firm was spun off three years ago from the consulting…

    Marketing Land- 14 readers -
  • What is the GDPR, and why should martech care?

    … be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author As Chief Privacy Officer & VP of Legal Affairs at Evidon Inc., Todd Ruback oversees all internal privacy and legal matters. He has developed the company’s privacy training program, privacy by design initiative and also oversees…

    Marketing Land- 23 readers -
  • Salesforce explains why, when it has Einstein, it needs Watson’s intelligence

    … of intelligence to the Einstein layer of intelligence that Salesforce has embedded throughout its platform. Additionally, IBM is setting up a new Global Business Services practice to help clients deploy the combined smartness. But, I asked Salesforce VP of Data and Analytics Leslie Fine, when you have Einstein on board, why do you need more…

    Marketing Land- 27 readers -
  • Assessing the maturity of your organization’s messaging program

    … your organization’s strengths and weaknesses. You must step back and assess your organization’s maturity in the art of messaging. Herein, I have laid out a set of key dimensions to consider in gauging the state of your messaging strategy. The core components of a messaging program include: data capture, measurement, automation and connectivity…

    Marketing Land- 15 readers -
  • Totango rolls out first chatbot for customer success

    … that this is the first bot designed for a customer success platform. It joins a growing number of marketing and business intelligence firms that are using bots and intelligent agents to make the data more accessible, including business analytics provider Sisense’s Amazon Alexa skill and chatbots, and marketing analytics firm Datorama’s employment of Alexa…

    Marketing Land- 17 readers -
  • Why martech data should drive ad tech

    … stack do not always speak harmoniously to one another. To avoid drowning in the complexities of marrying platforms, I suggest an iterative approach to integration that focuses on data and its complete journey through the martech and adtech platforms. In an ideal world, data is the engine that gives marketers the 360° consumer view. It enables…

    Marketing Landin Retargeting- 21 readers -
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