Channel: Martech: Analytics & Data

    • The modern marketer’s guide to machine learning algorithms

      Most marketing (and sales) teams have seemingly simple goals: identify your best customers, target prospects who look like them, facilitate a positive buying experience, and bring these prospects into your customer community. The challenge with this is that companies are faced with an onslaught of data, making it impossible to economically throw humans at each of the aforementioned objectives.

      Marketing Land- 19 readers -
    • The effect of Moore’s Law on behavioral marketing

      In 2003, I wrote my first analytics package. I had the same problem all marketers had: I could do almost anything with digital marketing. I could easily create ads, pages and emails with any text, any font, any image. I could add video, animations, and even make aliens dance to sell car insurance.

      Brian Massey/ Marketing Landin SEO- 14 readers -
    • GDPR: Publishers and martech will rely on each other

      By now, everyone’s calendar should have a big red circle around the date of May 25, 2018, when the General Data Protection Regulation (GDPR) goes into effect. And with 12 months to go, there is still just enough time to complete GDPR readiness projects ahead of the enforcement date. I’ve posited loud and often that martech writ large will be uniquely impacted by the regulati ...

      Marketing Land- 13 readers -
  • Getting ahead of the game with predictive analytics

    … and not necessarily Marketing Land. Staff authors are listed here. About The Author Nick Iyengar is a Director of Digital Intelligence at Cardinal Path, where he is responsible for helping his clients improve their profitability by building their analytics capabilities. He returned to Cardinal Path for his second tour of duty after completing his…

    Marketing Land- 9 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- 16 readers -
  • Oracle adds ad verification to its data wheelhouse by acquiring Moat

    …), such as in their recent involvement as third-party verification for Facebook. IAS CEO Scott Knoll said that Moat’s new status as part of Oracle’s large marketing and data ecosystem “doesn’t change things at all.” He added that there isn’t another marketing/data platform that owns such a vendor. [Read the full article on MarTech Today.] About The Author Barry…

    Marketing Landin Display- 17 readers -
  • Sanity check: One year until GDPR

    …. [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 Chief Privacy Officer & VP of Legal Affairs at Evidon Inc., Todd Ruback oversees all internal privacy and legal matters. He has developed…

    Marketing Land- 16 readers -
  • 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…

    Marketing Land- 26 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- 17 readers -
  • What is the GDPR, and why should martech care?

    … suspicion, the fragmented race to serve relevant ads to the right audience has also caught the attention of data protection authorities. This is reflected in the EU’s massive General Data Protection Regulation (GDPR), which comes into effect on May 25, 2018. [Read the full article on MarTech Today.] Some opinions expressed in this article may…

    Marketing Land- 25 readers -
  • Salesforce explains why, when it has Einstein, it needs Watson’s intelligence

    … IBM’s logo for Watson The artificial intelligence namesakes for Einstein and IBM CEO Thomas Watson are getting together. IBM’s Watson intelligent platform is being made available within Salesforce’s Marketing, Service, Sales and Commerce Clouds. Announced recently, the companies’ global strategic partnership is designed to add Watson’s brand…

    Marketing Land- 28 readers -
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