Proper attribution is one of the biggest challenges marketers face. I’ve experienced this firsthand in my role as VP of marketing at AdRoll; I’m responsible for reporting on the impact of my team’s marketing efforts and dedicating resources toward the activities that drive the business. Our customers have the same imperative, which is why they invest in […]
Understanding how marketing and sales work together Read More »
Let’s start with the good news. The US internet ad industry grew 21.8 percent (from $59.6 billion to $72.5 billion) last year, according to the Interactive Advertising Bureau. You also may have heard the bad news: Google and Facebook account for almost all of that growth, and when other big names like Amazon, Snapchat and
Is it worth buying digital media beyond Facebook and Google? Read More »
If you think self-driving marketing platforms are like self-driving cars, analyst David Raab disagrees. (He will be participating in a presentation on “Self-Driving Campaigns” at our MarTech Conference in October.) Self-driving cars, safely maneuvering through every conceivable traffic condition the world can deliver, are further along and essentially exist, he told me recently. But the
We’ll have self-driving cars before we have self-driving marketing platforms Read More »
In 2014, after watching a number of companies with access to great technology still struggle to align their martech stacks with their their business objectives, Anita Brearton and her business partner, Sheryl Schultz, founded the marketing technology management platform, CabinetM. “We had this huge explosion of new technology in the market landscape, and people started
CabinetM CEO says companies do not have a handle on their marketing technology stacks Read More »
Let’s say you open an email on your phone about a new travel package to Italy. You click on a link in the email, and it takes you right to a screen in the Hipmunk travel app with the specific flight and hotel info. That’s a key scenario for Branch’s Deep Linked Email solution, now
Branch now offers its Deep Linked Email solution on a majority of ESPs Read More »
Earth Networks CMO Anuj Agrawal has more than a decade leading marketing strategy for B2B data and organizations focused on SaaS (software as a service). “I’ve lived and learned what it takes to drive customer acquisition, identify cross-sell opportunities and maximize retention,” says Agrawal. The CMO says his background spans all different levels of business
The signs of programmatic maturity are everywhere, no longer just in aggregate spend figures. We see it as more and more brands buy into the full-stack reality and explore solutions that connect martech to ad tech and data to creative. At the same time, there are talented people within brands and agencies who have mastered
Capturing dark social activity can help brands avoid data commodification Read More »
In this age of data-driven marketing, marketers are empowered by analytics as much as they are by creativity. Buyer personas — no longer built in the “set it and forget” way — are constantly evolving to better understand consumer behaviors. Marketers with analytical acumen will be the winners in the personalization game in this new landscape.
The 5-step approach to becoming an analytical marketer Read More »
The martech and ad tech industries love to talk about real-time. The context doesn’t matter — regardless of the circumstances, real-time must be better than delayed. Right? 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, fighting fires
Why real-time attribution is (mostly) irrelevant, and what to do instead Read More »
For marketers, messaging technology options abound out there, from complete marketing clouds to channel-specific options, such as email service providers (ESP) or push platforms. They all were designed around a particular customer and set of use cases, and their current versions often reflect that starting point and the evolution of their customer strategy. In one
Where marketing clouds need to go Read More »
