Martech Column

    • An introduction to streaming analytics for marketing and customer engagement

      Big data strategies support customer segmentation, user trends, pricing analysis, campaign results and other critical marketing needs. The hot big data strategy right now? Streaming analytics. Streaming data analytics is a big data strategy that shifts the focus from systems of record (e.g., “what were last quarter’s sales of Product X?”) to real-time insight and action (e.g.

      Marketing Land- 16 readers -
  • 3 ways artificial intelligence is transforming B2B marketing

    … 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 Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product…

    Marketing Land- 13 readers -
  • From viewable to verified: Here comes the next phase of audience-based buying

    Outsiders often describe the business of MadTech (marketing and advertising technology) as the “Wild West” — and with good reason. The companies in this industry push boundaries to innovate, and as a collective, often push back against attempts to standardize or regulate that innovation. Take viewability as an example. The drive toward viewability standards was initially met with fear.

    Marketing Land- 13 readers -
  • Three things marketers must do to keep CX real

    … you to think about right now, it’s this: As a marketer, it’s high time you ate your own dog food. To make that menu palatable, I’ll offer you three concrete ways you can start doing that — and keeping your CX grounded in your customers’ reality. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those…

    Marketing Land- 13 readers -
  • Marketers, think outside the list

    … that are on a path toward marketing transformation need to be able to build personalized experiences based on real-time data in every channel. Some even want to monetize their audiences by selling access to them (or by not having to pay others for data on their customers). One of the big paradigm shifts is the idea of thinking of customer data…

    Marketing Land- 13 readers -
  • Why machine learning is critical to multi-touch attribution

    …-founder of Conversion Logic. Alison spent the last 18 years focused on digital strategy for a number of Fortune 100 companies across many industries including telecom, retail, travel, B2B, CPG and tech. Her expertise and focus on client service, advanced analytics, media planning and optimization lends Alison a unique ability to drive digital…

    Marketing Land- 19 readers -
  • Making the right martech bets [Infographic]

    … As we’re all experiencing, the division between Marketing and IT has been rapidly shrinking over the past couple of years. Today, marketing teams are expected to be digitally savvy martech leaders, which can feel both empowering and overwhelming. With over 3,800 solutions documented, many marketers struggle to understand how to make the right…

    Marketing Land- 14 readers -
  • Kiss your personas goodbye (and say hello, AI)!

    … percent increase in length of visits, 171 percent uptick in marketing-generated revenue and other lifts. [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 co-founder and CEO of MarianaIQ, Venkat…

    Marketing Land- 11 readers -
  • Solving a marketer’s top 3 segmentation dilemmas

    … often fails — and what you can do to solve the problem. [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 Mary Wallace is a modern marketer with the skills and ability to increase revenue and optimize…

    Marketing Land- 12 readers -
  • Back to the future with the Engagement Economy

    …, personalized experiences that they crave, a task that largely falls to you, the marketer. But in order for marketers to lead their companies to success within the Engagement Economy, they need to go back to the future. Here’s how. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author…

    Marketing Land- 14 readers -
  • Robots are the gatekeepers to your customers

    … I have bad news for anyone trying to market to me. There’s a high probability I don’t see your emails. You might have the perfect solution for a problem I didn’t even know I had. But you’re probably ending up in the Promotions tab in my inbox, which I never check. All the money you spend on search ads for your small business accounting…

    Marketing Land- 12 readers -
  • MAdTech: The marketers’ view

    … The modern landscape of media, advertising and technology — “MAdTech” — has become increasingly muddled. The means by which marketers need to advertise and media and platform companies need to relate to customers and advertisers are irrevocably changed and continuing to transform. So exactly how does a company scale in the MAdTech marketplace…

    Peter Minnium/ Marketing Landin Display- 15 readers -
  • How data and technology will affect your marketing in 2017

    … ounce of value out of their customer data. With that in mind, below are four trends we’re watching for 2017 and some steps you can take to stay ahead of the curve. [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…

    Marketing Landin How To's- 18 readers -
  • Welcome, 2017! Some bold martech predictions for the year ahead

    … The New Year is a great opportunity to reflect on progress and challenges from the previous year and prepare for what’s ahead. Even with all the trends that helped marketers navigate through 2016, there are some big ones to consider and prepare for in 2017. I’ve rallied together my top predictions for martech trends in 2017. 1. Ad blockers…

    James Green/ Marketing Land- 15 readers -
  • Three concepts to help you hit this year’s targets

    … Here we go again. New year. New budget. New targets. Budgets get squeezed while targets soar, forcing marketers to adjust their mindset, their skill set and their people-based marketing strategy. Everybody’s business is a little different, but here are three concepts that I believe apply across the board. [Read the full article on MarTech…

    Marketing Land- 17 readers -
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