Late last year, Gartner published a report that predicted that CMOs would spend more on technology than CTOs or IT directors this year. Seismic reverberations resonated around the business community. Had we reached a tipping point? A transfer of power from the tech team to the marketing team? Additionally, some CMOs wondered if they were […]
6 adages to heed as you begin using martech in earnest Read More »
Failure to be a good steward of consumer data by letting it fall into the wrong hands will soon result in severe penalties in the European Union. In the event of a data breach, companies will have to pay the equivalent of 20 million euros or 4 percent of annual revenues, whichever is larger. Ouch!
The impact of GDPR on marketing technology and cybersecurity Read More »
Cynthia Gumbert has been managing marketing technology before the martech industry was even a thing. Beginning her career as a field marketing engineer in the semi-conducter industry, Gumbert was drawn to the marketing functions of her job. “I was taking equipment to different sites like Intel, and AMD, and all these chip manufacturers, and loved
Markforged’s top marketer on making the leap from martech leader to CMO Read More »
When viewed in comparison to the paid media evolution over many generations, from newspaper to radio to TV to the many digital formats of today, customer relationship management (CRM) is considered less than sexy — even antiquated, in some circles. I beg to disagree. Mass media and top-of-the-funnel tactics are critically important to grow a
A visualization of a nervous system. Segment, the San Francisco-based customer data platform, is out with a new collaboration that positions it as a kind of virtual marketing automation platform. Originally, Segment’s purpose in life was to act as a kind of data switchboard. Businesses can pipe data in and out of their various marketing
From Adobe’s blog post on the new Target enhancements Adobe is out this week with some enhancements to its Target A/B testing tool, all of which it says are made possible by its Sensei cloud-wide layer of artificial intelligence. The tech giant released its One-Click Personalization last November in beta, which enables algorithmic page-level testing,
Adobe updates Target with Sensei-powered enhancements Read More »
I love watching my son master a LEGO set. Logic is the key ingredient in putting a set together, especially the super complex models that require many hours to assemble. The LEGO company is smart. For the complex sets, the company breaks the whole into units, which are packaged to be built separately. The assembled sections are
The industry is abuzz with discussion about the unification of ad tech data with data from other marketing technologies. For some, a potential merger means finding ways to use data from martech to power ad tech. Others see massive differences between the two types of technologies and predict synergy by way of hybrid solutions that combine
Martech and ad tech: Challenges and opportunities Read More »
As the martech landscape continues to evolve at a breakneck speed, finding the right marketing technology talent could arguably be the biggest martech challenge companies face right now. Earlier this year, Jay Wilson, SVP of marketing platforms & services for Healthgrades, and his CMO, Andrea Pearson, decided the organization needed a marketing technology leader who
Predictive Marketing analytics (PMA)… is enjoying piles of VC money and lauding sophisticated new technologies. The Forrester Wave: Predictive Marketing Analytics for B2B Marketers, Q2 2017 Predictive analytics isn’t especially new; it’s been around for more than 75 years. Scientist Norbert Wiener used it during World War II to create an anti-aircraft gun that could
