MarTech Today: AdTheorent’s predictions of retailer visits, “Hacking Marketing” review & tools for web optimization

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.

From Marketing Land:.

• Ad network AdTheorent can now forecast if you’re likely to visit a physical store after seeing an ad
  Mar 31, 2016 by Barry Levine
  Partnership with location analytics provider Placed tracks which ad-targeted users actually visit, so its machine learning-created model can predict others.
• Salesforce VP: In the age of predictive and self-learning tech, marketing is turning into goal-setting
  Mar 31, 2016 by Barry Levine
  Marketers, Leslie Fine said, will increasingly focus more on their destinations and less on the step-by-step turns to get there.
• Is your marketing organization struggling with the pace of digital? “Hacking Marketing” is the answer [Review]
  Mar 31, 2016 by Chris Elwell
  Scott Brinker’s book explains how modern marketers should adopt software development practices. Columnist and Third Door Media CEO Chris Elwell reviews the new release.
• Are our leading brands also optimization leaders?
  Mar 31, 2016 by Brian Massey
  Are well-known brand name e-tailers taking advantage of the tools available for optimization? Columnist Brian Massey shares his analysis of 7 top sites.

From Around The Web:

• Facebook’s Chat App Won’t Be an Overnight Sensation for E-commerce Players, www.adweek.com
• Native ads in retailers’ apps get more relevant with real-time data, www.mobilecommercedaily.com
• 15 Key Visualizations & Diagrams From #MarTech 2016, www.komarketingassociates.com
• Mindshare’s Perspective On Ad Tech, adexchanger.com
• Evaluating a mobile data platform: Why certain “proof points” can be misleading, venturebeat.com
• How to make your site mobile friendly, www.branded3.com
• Twitter Considers a Standalone Messaging App, recode.net
• Everything You Need to Know About Snapchat Chat 2.0, blog.bufferapp.com
• Facebook Messenger can now be your boarding pass on KLM flights, www.theverge.com

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.