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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Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.
Webinar: Grow revenue streams through web accessibility and compliance
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
How to turn the great buyer resignation into B2B career opportunities
The B2B buying process has gone primarily digital - most B2B sellers and teams have not.
AI and machine learning in marketing: Are you deploying the right models?
Three areas where AI marketing can help: marketing data management, customer intent, and opportunity and purchase prediction.
Why clean data is key to organizational success
Without clean, actionable data, brands will have a difficult time succeeding in digital marketing.
Adobe: Online prices were up only 2% in May
The Digital Price Index doesn't include airline tickets whose cost was up 30% last month.
MarTech Salary and Career: The meritocracy myth vs. the real gender pay gap
Woman in martech earn an average of 0.70¢for every $1 a man earns.
MarTech Salary and Career: Federico Bianco knows the difference between good data and all the data
"It's essential to have an understanding of what data you want and why."
Tough times increasing consumers’ desire for reliable, trustworthy companies
74% say communicating honestly and transparently is more important now than pre-pandemic.
Measuring the invisible: The truth about marketing attribution
Is marketing attribution a myth or reality? Here are three tips for doing attribution as well as it can be done.
IAB Tech Lab prepares digital media industry for ‘watershed moment’
AT IAB Tech Lab’s Transcend event in New York, CEO Anthony Katsur and others laid out their vision to navigate privacy, clamp down on fraud and grow CTV.
Webinar: Get beyond the blast with this next-level email strategy
Status quo email automation isn’t enough for today’s customers.
Facebook said to be planning Basic Ads product
It won't help brands looking for granular targeting and lead generation.
The new identity landscape: A marketer’s guide
What marketers can do now to navigate the big privacy reset.
TransUnion enters identity partnership with Epsilon
The collaboration makes Epsilon info available in TruAudience Data Marketplace.
How political campaigns are using contextual insights to reach more voters
Political advertisers have to dig deep to look beyond traditional voter files and discover persuadable voters.
Studies find big increases in ad fraud attempts and fake traffic
Nearly a third of retail sites' organic and direct traffic is from bots and fake users.
InMobi to leverage Infutor’s identity graph data
The mobile marketing platform will supplement first-party data with data drawn from Infutor's extensive consumer-based identity graph.
What is identity resolution and how are platforms adapting to privacy changes?
Our guide to Identity resolution, management and related privacy issues including compliance, third-party integrations and the benefits of an identity management platform.
Is Google Analytics going away? What marketers need to know
Universal Analytics will be retired on July 1, 2023. What does that mean for you? Here’s what you need to know about getting your website ready for the brave new world.
NFTs are taking off on Instagram
Non-fungible tokens are finding their place on the social media network. But are marketers taking advantage?
A winding path to marketing and analytics
Tom Snyder, content marketing manager at Hot Dog Marketing, talks about the challenges with finding valuable, actionable information.
FTC hits Twitter with snark and $150 million fine for allegedly selling security data to advertisers
Company broke previous promise to protect users' personal information.
Webinar: Benchmark your social media performance for a competitive edge
Get the trends and real-life examples of brands outperforming on social.
What you need to know from Google Marketing Live
Here's a recap of the marketing news from Google's annual event, including Automation, Performance Max, YouTube Shorts and more.
Webinar: Overcome third-party data challenges for CX success
Data-driven strategies and first-rate technology make a sublime customer experience.
The power and limitations of universal IDs
Universal IDs show promise as an alternative to cookies, but the space remains immature and confusing.
Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses
One employee described Google’s ad business as being like "if Goldman or Citibank owned the NYSE."
How product analytics can unite marketing and product teams to boost customer lifetime value
Uncover the most valuable metrics to understand customer engagement with mobile apps and other digital products.
Webinar: Transform your content operations with DAM
McCormick is transforming how product content is created and used across its organization with digital asset management.
90% of marketers say their CDP doesn’t meet current business needs
Systems are failing to deliver on core functions like segmentation, profile assembly and personalization.
GA4 isn’t all it’s cracked up to be. What would it look like to switch?
Marketers are searching for alternative analytics platforms. Here’s what you need to know to make an informed decision before switching.
Marriott launches its own media retail network
Ad buyers get anonymized data and access to a dedicated, interested audience.
Why marketers have a love-hate relationship with complexity
Henk-jan ter Brugge, director, global digital marketing at Philips, talks about getting martech and business closer together.
Martech firms among 3rd parties scooping email addresses from websites prior to form submission
U.S. website visitors at far greater risk than those from the EU, new research finds.
Do it once (and only once) with workflow automation
Repetitive tasks are not only mind-numbing; they increase opportunities for introducing data errors.
Tools to optimize the customer journey launched by mParticle
Journeys is a new toolset supporting the analysis and optimization of CX, integrating with downstream platforms for the activation of audiences.
Identity and attribution can give your first-party data strategy a boost
You can’t improve ROI without accurately measuring campaign performance. For that, you need solid data and identity.
Implementing a digital asset management system: A 12 step guide
An expert tells what it took to launch an enterprise-wide DAM.
GA4: What marketers need to know for a successful transition
Marketers face crunch time with Universal Analytics officially sunsetting in July 2023.