Data
MarTech is your source for information on marketing data. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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In data we trust: How to establish customer trust through data privacy
Learn how to navigate signal loss and achieve benefit-driven conversations with customers, led by privacy, with a customer data platform.
Data management platform (DMP)
Why we care about data management platforms
Explore data management platforms in depth — what they are, why they are important and their future in a privacy-focused landscape.
ChatGPT. GA4. Privacy-First CX. Explore it all online – next week – for free!
Technology is changing… and so is your role. Learn how to adapt at MarTech.
Habu releases new data clean room enhancements
Marketers can use no-code and low-code tools to gain insights and business intelligence out of Amazon, Facebook, TikTok and other ad environments.
The power of programmatic advertising
In this webinar, learn how you can target audiences at the right time and at the right cost.
TransUnion expands TruAudience marketing solutions
The relaunch of TruAudience combines identity and targeting capabilities of TransUnion and Neustar.
3 privacy-centric solutions for marketing compliance
Stay ahead of changing regulations and consumer sentiment with these privacy-centric solutions for marketers.
Don’t apply wishful thinking to your data
Good data can be used to generate bad insights if users don't guard against bias and adopt sound measurement techniques.
The next big thing in martech: The data warehouse
Martech experts Scott Brinker and Juan Mendoza discuss the future of martech and more.
Momentive Global, SurveyMonkey acquired by Symphony Technology Group
The deal to acquire the maker of SurveyMonkey is valued at $1.5 billion.
Roku partners with Best Buy for first-party data
The move is part of a marketing partnership which features an in-person event at SXSW and Best Buy selling Roku-branded TVs.
Webinar: The 360-view content strategy you need
Create experiences that empower customers across websites, social media, digital ads, packaging, in-store displays and more.
75% of marketers still rely heavily on third-party cookies
45% of marketers are spending at least half their budgets on campaigns and other activations based on third-party cookies.
3 ways data can steer you wrong — and how to glean better insights
The wrong data is just as harmful to marketing as having no data. Here's how a holistic testing methodology can help you glean better insights.
International Women’s Day 2023 and the martech community
Martech is the intersection of marketing, where women hold 48% of all jobs, and tech, which is only 27% women.
Secrets of a marketing champ: 3 ways to prove your value
In this webinar, learn how to responsibly harness first-party data as a competitive advantage.
Data management platform (DMP)
The future of data management platforms in the era of CDPs
With third-party cookies going away and a fast-growing market for customer data platforms, is there a role for DMPs?
Webinar: Maximize your ROAS with first-party data
Increased visibility into your customer base can drive your campaign decisions (and reactions).
Why and how you should rethink profile merging
Merging records to create a single customer profile can sometimes interfere with your use case. Here's what you can do about it.
2023 state of the CDP: How innovative brands deliver value with a CDP
A new report indicates that 74% of companies with a CDP saw ROI and value within the first year.
Marketing in the age of the omnipresent consumer
Here's how omnipresent marketing helps build meaningful customer relationships in today’s digital landscape.
Measuring CDP adoption: A comprehensive framework
With this framework, you can begin to understand and measure how your CDP drives business value and contributes to ROI.
Optimization and personalization
Only 25% of marketers report having all the data needed for personalization
Only 19% of those surveyed felt strongly that they had the right technology to execute on personalization efforts.
Marketing artificial intelligence (AI)
How bias in AI can damage marketing data and what you can do about it
Mitigating bias in AI is essential for marketers who want to work with the best possible data. Here's what you need to know
3 best practices for B2B ABM marketers
Full-funnel strategies for using data and insights to engage your top B2B prospects.
Find the balance between privacy and personalization with first-party data
In this webinar, learn how to leverage first-party data to drive customer engagement and sales while ensuring privacy and compliance.
IAB Tech Lab launches first clean room standards
The data clean room standards include DCR Guidance & Recommended Practices and will be open for public comment for 60 days.
Webinar: Keep customers engaged all year long
Discover proven ways to keep customers engaged and purchasing more.
How to create a CDP worksheet from your use cases
Getting the right mix of front-end and back-end functions is key to your CDP evaluation and implementation. Start with your use cases and build a worksheet.
Overcoming the paradox of personalization to meet consumer expectations
Watch this webinar to learn when consumers want personalization.
Leveraging ChatGPT to save advertising professionals’ time
Ad automation startup proves that ChatGPT’s potential is no longer theoretical—it’s practical.
Marketing artificial intelligence (AI)
How to use AI and machine learning to personalize and optimize campaigns
Marketers can leverage this technology, but first they need to centralize their data.
How CTV can deliver market research for B2B marketers
Here are some ways B2B marketers can use CTV ad campaigns to find audiences and test creative.
How data clean rooms might help keep the internet open
The IAB sees encouraging signs that DCRs might sustain addressable advertising outside the walled gardens and without the help of cookies.
Conversion optimization platform buyer's guide
Questions to ask about conversion optimization platforms
Have these questions ready for vendors, internal stakeholders and technology customers.
Conversion optimization platform buyer's guide
Does your company need a conversion optimization platform?
Organizations should assess business needs, staff capabilities and financial resources when considering whether to adopt this new technology.
88% of brands say they’re pressured to use retailers’ media networks
RMNs very real value is expected to increase as standardized measurements provide marketers with useful, comparable data.
Webinar: Kickstart your first-party data strategy
Achieve personalization and more without cookies right when your users log in.
Big Lots’ approach to building an identity roadmap
The retailer discusses identity challenges and how to align teams and technology to overcome them.
North Star goals for category leaders: First-party customer view
Having an effective first-party data strategy means you can balance two sets of customer needs — personalization and privacy.