More than 60% of B2B marketers say martech stack is too complex
The preferred solution: Spend more money on it. 70% of U.S. marketers expect their tech budget to grow next year.
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
Events and Conversions: Getting started in Google Analytics 4
In GA4 an Event is an interaction you want to track. Once you tag something as an Event, you then mark it as a Conversion to get it counted.
Marketers making less use of martech’s expanding capabilities
Only 42% say they are utilizing all the capabilities of their martech stack.
Customized insights: Getting started with Google Analytics 4
GA4's automated insights detect unusual changes in your data; custom insights can track your KPIs.
Predictable marketing ROI is doomed: The MarTech Conference day 2 keynote
Marketing operates in a complex, volatile environment and your thinking needs to reflect that.
Data-driven attribution: Getting started with Google Analytics 4
DDA looks at your website data and assesses the probability of certain channels influencing conversions.
Setting up your website: Getting started with Google Analytics 4
GA4 isn't yet ready to be your main analytics tool, so start practicing with it now.
Setting up goals: Getting started with Google Analytics 4
Universal Analytics' goals are called conversions in GA4. Here's how to organize them.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
Apple adds BIMI to next operating system update
BIMI lets brands display their logos next to authenticated emails, protecting consumers from fraud.
Redefine success: Getting started with Google Analytics 4
GA4 isn’t about page views — it’s about different types of trackable events which provide actionable data.
When politics ignores marketing: A cautionary tale
The fundraising broke records, but no one was minding the ROI.
US martech spending set to break $20 billion this year; growth slowing
This is a 14.3% increase from 2021 when spend was up 20.9%
Optimizing the online experience for disabilities improves it for all customers
43% of people with disabilities abandoned an online purchase because of accessibility issues.
What will have the biggest impact on consumer holiday shopping?
Brand loyalty is out, retail loyalty is in -- if there's a deal.
Pumpkin spice latte and the mystery of the missing consumer conversations
A lot of the public’s online conversations are now happening in not-so-public places like Slack, Discord and Telegram.
Why B2B buyers now hate traditional B2B selling
Most salespeople say their organizations aren't ready for online selling.
Marketing artificial intelligence (AI)
Can you use AI-generated content without hurting your page rankings?
Quality is improving but there's a big problem with AI inventing facts.
Amazon decision to use Nielsen is big boost for beleaguered rating service
"Thursday Night Football" on Amazon's CTV Prime Video will be company's first time measuring live streaming ratings.
Diversity and inclusion in marketing
A new way to find the tech talent you need
Look for skills and potential instead of specific experience.