The duopoly dilemma: Is it worth buying digital media beyond Facebook and Google?
from $59.6 billion to $72.5 billion) last year, according to the Interactive Advertising Bureau. You also may have heard the bad news:...
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The new attribution challenge: Understanding how marketing and sales work together
biggest challenges marketers face. I’ve experienced this firsthand in my role as VP of marketing at AdRoll; I’m responsible for reporting...
The 5-step approach to becoming an analytical marketer
Buyer personas — no longer built in the “set it and forget” way — are constantly evolving to better understand consumer behaviors....
Capturing dark social activity can help brands avoid data commodification
programmatic maturity are everywhere, no longer just in aggregate spend figures. We see it as more and more brands buy into the...
Why real-time attribution is (mostly) irrelevant, and what to do instead
The allure of real-time makes sense. We operate in real time these days, at work and at home, answering calls and emails as they come in,...
Lookalike modeling breathing new life into old channels
What is new is the dazzling variety of ways in which digital marketers are deploying lookalike modeling techniques to enhance the return...
How AI and image recognition are transforming social media marketing
3.25 billion photos a day on the world’s biggest social platforms, including Facebook, Instagram and Snapchat. In 2012, that number was...
A martech wish list: Where marketing clouds need to go
email service providers (ESP) or push platforms. They all were designed around a particular customer and set of use cases, and their...
Martech enablement series: Part 4 — Building the team
Image credit: Abdul Razak Latif / Shutterstock.com Welcome to Part 4 of “A Nine Part Practical Guide to Martech Enablement.” This is a...
5 tools to take your marketing automation to the next level
Automation helps companies save time, scale faster and reduce the damage caused by human error in their customer acquisition pipelines....
Get into the email automation game
In my experience, the way a marketing automation program is conceived and set up often dooms it to failure. Such a failure doesn’t...
Navigating the crowded seas of marketing technology solutions
2016 edition of his Marketing Technology Landscape Supergraphic. They had every right to: The list of marketing technology companies...
Influencers vs. thought leaders and the rise of image analytics
Whenever a new medium has emerged, certain people have always risen above the masses with uniquely suited methods and ideas to get the...
Meet today’s CMO: Multisport athlete
regularly entering the landscape, the underlying technologies have evolved to follow an increasingly complex buyer journey and assist...
Demand gen tunnel vision: Why your company probably needs to invest in branding
And yet, despite the huge proliferation of powerful enablers, there remains a reality we should stay cognizant of: As human beings, we’re...
The one martech metric that really matters: Customer lifetime value
What is your company’s competitive advantage? It’s a simple question but a difficult one to answer. And it’s getting more difficult to...
The 3 undisputed truths about lead nurturing
landing page optimization, content marketing and more. When the water gets murky, nurturing your leads is the next step in the marketing...
Martech enablement series: Part 3 — Assembling your team members
Image Credit: EvrenKalinbacak / Shutterstock.com Welcome to part 3 of “A Nine Part Practical Guide to Martech Enablement.” This guide is...
Time: Marketers’ most precious resource & ways to maximize it
martech to scope and implement, and endless stuff to get done to execute against second-half 2017 pipeline and revenue targets. What...
How the Internet of Things changes everything
In fact, BI Intelligence, in a 2015 report, estimated that more than 34 billion devices will be connected to the internet globally by...
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