The recent Microsoft Ignite event in September told us a lot about the direction technology is going — and specifically how it will impact marketers. Microsoft emphasized two trends that will have a significant effect on marketers. The first is an effort to make artificial intelligence (AI) and machine learning available to the masses. The […]
Microsoft’s LinkedIn integration, AI and what it means for marketers Read More »
Having the right marketing stack is just one component of a successful marketing operations department in your organization. Having great people and executing a best-in-class process completes the three circles of the martech Venn diagram for success. Marketing ops departments are often bogged down in one of two scenarios: (1) There aren’t any clearly defined
How marketing ops can deliver value to the C-suite Read More »
Marketing operations (MO) as a dedicated, funded and strategic capability has exploded across B2B marketing organizations. Driven by traditional marketing’s poor response to changes in technology, customer behavior and use of data for decision-making, the marketing operations function is not only filling the gap, but also creating a competitive advantage for organizations by enabling change
3 seismic shifts, Part 2 Read More »
Robert Scoble wearing glasses that are displaying 360-degree video from the camera he’s holding Fasten your seatbelts. Those weren’t the exact words used by tech evangelist and author Robert Scoble in a keynote address on Wednesday, the last day of our MarTech Conference in Boston. But that was the basic idea, as he touted the
The ever-growing landscape of marketing technology, and the buildup of new channels, is resulting in an astronomical consumption of marketing technology, says CabinetM founder and CEO Anita Brearton. The marketing technology veteran made the comment from the stage at this year’s MarTech Conference in Boston. Brearton was the moderator for the “Insights from Inside the
The world of martech stacks from a B2C brand, B2B company & agency perspective Read More »
Are you tired of hearing how beacons are the next best thing? They’ll be the greatest because marketers can send real-time push alerts when someone walks through the door, right? I’m tired of those articles as well, and there’s a reason you hear much less about beacons than you did two years ago: Beacons lost
Reframe your thinking about the beacon opportunity Read More »
The ad tech space is consolidating. Fueled by competitive pressure from the likes of Facebook and Google, independent point solutions are being swept up into larger streamlined offerings that can compete with the tech giants in providing quality inventory at scale. While evidence of this trend can be found in every corner of the ecosystem,
Fraudsters don’t sleep, no matter who owns the tools to fight them Read More »
Over the past two years, there has been an explosion in the bidstream — or for the layman, the number of ad opportunities available for auction in real time has dramatically increased. This isn’t because there are suddenly more people on the planet, or users are visiting massively more pages, or the number of ads
Swimming up(bid)stream Read More »
If you listen to the buzz about the coming onset of the General Data Protection Regulation (GDPR), you might think you have to throw out all your brand’s tech and data and start over. But recent chats with two privacy-conscious managers — Episerver General Counsel and Vice President Peter Yeung and TrustArc Senior Global Privacy
Here’s why GDPR can drive the attitude shift that modern marketing needs Read More »
In marketing — as in life — it’s not about the destination as much as it’s about the journey. Which is why research firm Forrester recently released not one, but two Wave reports on Customer Journey Analytics — one on visioning platforms and the other on orchestration. [Subscription or report fees required.] These are the
