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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The false allure of B2B intent data
Unpack the complexities of intent data, from false positives to the value it brings, and why it's crucial not to rely solely on in-market signals.
Navigating the cookieless future with cross-functional teams
The cookieless future demands teamwork. Learn the importance of cross-functional collaboration for marketers, IT professionals and beyond.
20 questions to ask customer data platform vendors during the demo
Once you've chosen a short list of vendors and scheduled demos, think about the questions to ask them.
How to augment market research and glean customer insights with AI
Learn how AI-driven data mining and sentiment analysis can deliver more accurate and actionable customer insights.
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Political polarization reflected in voters’ shopping, media habits
As November elections approach, here’s where Democrats, Republicans and Independents are shopping and getting their news.
Does your organization need an identity resolution platform?
Identity management platforms can be a big help to marketers, but do you need one? This guide will help you find the answer.
Improve your return on ad spend with first-party data
Learn how to optimize advertising performance with privacy-safe, real-time event forwarding.
3 future-proofing strategies for Google’s third-party cookie crackdown
With third-party cookies on their way out, here’s how marketers can future-proof data collection and leverage first-party data strategies.
Tableau Pulse uses AI to make data more accessible
The new offering from Salesforce's Tableau will deliver AI-generated digests to your preferred workflows.
Customer journey orchestration
Driving growth through data: Optimizing the retention stage
Leverage data and AI strategies to drive customer retention through personalization and tailored marketing efforts.
Marketing artificial intelligence (AI)
Using data analytics for customer acquisition: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: using data analytics to boost customer acquisition.
Building a future-ready marketing operations team
Planning strategies for managers in an AI-powered world.
How to categorize customer data for actionable insights
Organize customer data into categories like demographics, psychographics and transactions to gain actionable insights for marketing success.
Navigating the future of marketing with data
Today's evolving marketing landscape needs data-driven strategies. Build robust first-party data and turn insights into strategic campaigns.
How to decide if your organization needs a customer data platform
11 questions to determine if you have the staff capabilities, management support and financial resources needed for a CDP to be a smart purchase.
Prioritize compliance for marketing success
In this webinar, learn how to set the stage for your new era in campaign excellence.
IAB launches new privacy compliance tool
The IAB Diligence Platform allows digital advertisers and publishers to vet SSPs and DSPs for compliance in an increasingly regulated space.
Why you should add predictive modeling to your marketing mix
Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more.
How to build customer trust through data privacy and security
Data drives business, but breaches drive customers away. Learn how to balance data collection and security to build consumer trust.
Data visualization: How to transform analytics data into actionable insights
Tired of buried insights in complex reports? Turn overwhelming analytics data into clear insights with data visualization.
Customer relationship management (CRM)
Real-time vs. batch-based CRM data processing: Key considerations
Make the most of your CRM data. Learn how real-time and batch-based processing works and ways to use each approach in your campaigns.
LiveRamp acquires data clean room startup Habu
LiveRamp adds new data clean room capabilities with the acquisition of Habu.
Informa Tech/TechTarget merger would create a B2B data giant
The goal of the deal appears to be a single entity that can provide first-party data at scale.
How in-store technology will bolster retail media networks
A new IAB report outlines opportunities that add to the in-store shopping experience and augment omnichannel RMN campaigns.
Power up your marketing programs with Google Analytics 4
Incorporate a data strategy that will give you a complete view of your customers.
Customer journey orchestration
Driving growth through data: Optimizing the purchase stage
Leverage data in the purchase stage to increase conversion rates, average order value and lifetime customer value.
3 kinds of data to optimize digital events
Research, engagement metrics and post-event feedback are all crucial to build the ideal digital event for your audience.
2024 Predictions: Retail media networks
Advertisers will continue to pursue RMN opportunities as the value of first-party shopper data increases with the phasing out of cookies.
Digital asset management (DAM)
The opportunities for AI in digital asset management
Prepare your DAM for automated tagging, enhanced search and other AI capabilities with solid data and governance foundations.
Online advertising: The funny, fuzzy math
Uncover common issues when measuring digital ad performance using views, clicks, attribution and other metrics.
How can marketers help make customer data available automatically and fast?
Here's actionable advice on automatically and quickly converting data from a range of channels into data you can use.
2024 Predictions: Data and AI on marketers’ minds
B2C and B2B marketers will look to better data governance and first-party strategies during an almost certain third-party cookie phaseout.
Join a masterclass on data storytelling
Learn how to engage consumers, influence decisions and create brand loyalty.
Breaking down data silos: Overcoming obstacles and planning for the future
Getting rid of data silos is not easy, but it must be done for marketing to succeed. Here are ways to overcome common obstacles.
How to build a CDP use case
Crawl, Walk, Run: The Iterative Approach for A CDP Use Case
Breaking down data silos: A practical guide to integrated marketing data
Get insights into integrating isolated data across various teams to fuel data-driven decision making and maximize marketing performance.
Google will start phasing out third-party cookies in weeks with new feature
Google is rolling out a new feature in January that will impact 1% of randomly selected Chrome users globally.
Marketing artificial intelligence (AI)
Salesforce updates Einstein 1 Platform with unified business data
Data Cloud Vector Database will bring together all business data, including unstructured data from emails and PDFs, to improve AI experience.
Theresa Kushner: Spotlight on the expert
Theresa Kushner has been at the center of marketing data and analytics since the start, working at IBM, Cisco, VMware and many more.