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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Driving calls with PPC: 5 mistakes most search marketers make
Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business. Using PPC to drive calls is a common tactic in any considered purchase category where […]
Attention + intensity: Tips for navigating the new age of media strategy
Contributor Mark Williams says marketers must evolve the metrics they monitor to keep up with the changing media-consumption environment.
Billboard-measuring Geopath enters the 21st century with new geolocation platform
Called Insights Suite, it updates the 75-year-old nonprofit organization’s previous methods that employed federal traffic data and surveys.
Google issues updated GDPR guidance to publishers on how to gain consent from users
Despite publishers' claims that some of Google's policies are self-serving, the company asserts it is in line with GDPR.
IAB says digital ad revenues up 21% to $88B in 2017. Left unsaid: The duopoly dominated that growth
Mobile grew 36 percent year over year to $49.9 billion, accounting for 57 percent of overall digital ad revenues in the US.
Fuel Cycle expands its audience research platform with launch of exchange for third-party tools
Described as the first of its kind, the Exchange integrates analytical and other third-party tools within the platform.
Prediction, anticipation and influence: The importance of AI and machine learning in loyalty programs
Contributor Jose Cebrian explains how artificial intelligence and machine learning have great potential to transform loyalty programs.
As GDPR approaches, marketers are moving away from their reliance on third-party data
Upcoming European data privacy rules restricting the use of cookies means that companies can no longer track prospective customers across the web.
The story of data: How did we get here?
Consumer data has been collected since the beginning of commerce. What happened to make it so valuable?
Three AI marketing trends for brick-and-mortar retailers
It won't be easy, but contributor Daniel Faggella explains how real-world retailers will employ artificial intelligence in the coming years.
Facebook unveils new analytics features, including a tool to track the omnichannel journey
The social media company made this announcement -- and many others -- at F8, its developer conference in San Jose.
Identity is having its moment, but most martech isn’t ready
With many in the industry recognizing identity as its own separate martech category, contributor Mike Sands says brands must get up to speed with this central concept.
Digital video ad spend keeps rising, with social media (i.e., Facebook) set to see most growth
The IAB's latest video advertising study finds two-thirds of advertisers will shift budgets from TV to digital.
Report: Twitter sold data to Cambridge academic behind Facebook scandal
The data was apparently legally obtained through Twitter's data licensing program.
Customer acquisition on social media — with your own data
At a time when the use of third-party data is under increased scrutiny, contributor Brian Handly touts the benefits of using your own.
At the MarTech Conference, City National Bank draws a roadmap for creating a MarTech Office
After skills and tech assessments, a reorganization, new purposes and an adoption of agile development, the California-based bank has set up its marketers to be ‘digital practitioners.’
Twitter updates TOS and privacy policy to comply with GDPR
The social media company joins other large companies updating their policies to comply with the sweeping EU legislation.
Are most companies ready for GDPR? It depends on who you ask
A month out from the GDPR deadline, a number of surveys give conflicting answers as to company preparedness.
Segment employs its hub position to implement GDPR deletion or suppression requests
The customer data platform/universal API provider can implement by itself key GDPR-related data requests for multiple tools.
Marketers at MarTech say GDPR is a watershed opportunity to engage with their customers
Consumer patience with companies that mishandle their data has worn thin, but some marketers say it's all leading to a more positive outcome in the near future.
How to increase B2B form submissions through conversion testing
Contributor Abraham Nord looks at four tests that illustrate how improving the online experience can lead to dramatic increases in conversion rate and lead results.
Location data providers scale back EU operations to build consent-based data sets
Factual reports that less than half of its location data partners in Europe are GDPR-compliant today.
WFA to brands: Go beyond GDPR for online data transparency
The organization issued a manifesto asking brands to adopt a mindset of ‘people first’ over ‘data first.'
The MarTech Minute: AdTheorent spins out Barometic as separate business, Shopin partners with TRAUB and more
The martech week in review: News and announcements in marketing technology this week that you might have missed.
The evolution of Lucy: Equals 3’s AI-powered assistant gets even smarter
The intelligent assistant gets predictive modeling, automated workflows and more added to its expanding skill set.
Bottos launches a marketplace for data to train AI models
The blockchain-based ecosystem will also support other AI-oriented applications.
Facebook to change terms of service for members outside Europe ahead of GDPR
The company says that despite the timing of the move, all users will have the same data privacy protections.
Report: More than 75 percent of US companies concerned about meeting GDPR deadline
A NetApp survey of global marketers found that a startling number of businesses still are not ready for the EU regulation.
MarTech Today’s GDPR guide for marketers is now available
We created this easy-to-understand resource especially for marketers, highlighting what's important to know about the upcoming EU data privacy legislation.
Senators introduce privacy “bill of rights” to protect consumer data
The CONSENT Act would require edge providers to comply with FTC-regulated data protection rules.
Marketers must get geeky about campaign lift and control groups. Here’s why
When you ask your vendors about lift, ask them about the composition of the control group. Contributor Gladys Kong explains why sophisticated targeting methods make this question more important than ever.
Case study: CPG brand used location data, in-store sales to analyze NFL stadium ad impact
Individuals who were repeatedly exposed to the campaign (after three games) generated a 32 percent lift in beverage sales.
Countdown to compliance: What marketers need to know before the GDPR deadline
As May 25 approaches, contributor EJ McGowan suggests three important tenets to keep in mind while revamping your data practices.
More companies announce GDPR compliance efforts as the deadline for enforcement looms
Google Analytics, MailChimp and Squarespace are the latest large enterprises to announce GDPR updates and tools.
How GDPR may help drive blockchain usage for content
Contributor Randy Apuzzo explains how blockchain for content can help build trust and transparency in the digital economy, in keeping with the spirit of GDPR.
The MarTech Minute: Ex-Tapad CRO moves to Aki, Ogury acquires mediation solution and Demandbase analytic functionality
The martech week in review: News and announcements in marketing technology this week that you might have missed.
Here’s why 6sense bought ZenIQ
Both firms help marketers find and manage leads and accounts, but each firm offers some capabilities the other lacked.
This week in GDPR
A weekly wrap-up of how companies are preparing for the General Data Protection Regulation.
YouTube to stop supporting third-party ad serving in EU in May, citing GDPR
YouTube will also limit support for third-party pixel tracking, according to a memo.
Study: Exposure to viewable ads drove a 53% increase in store visits
Viewable ad impressions translate directly into store visits and sales.