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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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.
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.
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.
Why we care about compliance in marketing
Complying with marketing regulations is paramount, as consumers — and governments — have become more privacy-conscious.
Top 3 priorities for your 2023 B2B marketing strategy
Set up your brand for long-term success by focusing on data-informed insights, creator marketing and building brand advocates.
Failure to get the most out of data clean rooms is costing marketers money
Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling.
Lotame launches first-party data accelerator
Spherical will extend first-party data from data warehouses and CDPs into the "madtech" space.
Customer data platform (CDP) buyer's guide
20 questions to ask customer data platform vendors during the demo
You want to learn how easy a platform is to use and whether the vendor seems to understand your business and your marketing needs.
Customer data platform (CDP) buyer's guide
Does your organization need a customer data platform?
To answer this you must assess your organization’s business needs, staff capabilities, management support and financial resources.
Webinar: Maximize email engagement and personalization with data
Learn how to deliver hyper-targeted email messaging with personalized content at every stage of the funnel.
Customer data platform (CDP) buyer's guide
What is a CDP and how does it give marketers the coveted ‘single view’ of their customers?
Customer data platforms give marketers control over data collection, segmentation and orchestration through out-of-the-box integrations that rarely require IT or developer involvement.
Webinar: Keep customers engaged post-holidays and all year long
Build rich customer profiles that you can use to engage customers with highly personalized campaigns.
2023 predictions: How marketers will approach web3, virtual experiences and gaming this year
As the metaverse hype cycle wanes, marketers will target specific technologies that add value to their plans and strategies.
3 Google Analytics 4 features to make up for lost data
Using these tools in GA4 will help compensate for tracking limitations so that you can remain data-informed.
Pinterest announces clean room partnership with LiveRamp
The new clean room will be used to help activate Albertson’s retail media network.
Webinar: How to make the most out of consumer and social media data
Consumer insights matter more now than ever.
2023 Predictions: How data will change marketing in the new year
Marketers will search out new signals and draw on deeper insights to get to know customers better, often with the help of AI.
Nielsen announces first module for cross-screen audience measurement platform
Nielsen ONE Ads promises deduplicated audience measurement across linear TV, CTV, mobile devices and desktop.
How CPGs can realize the value of first-party data with a CDP
Consumer packaged goods brands can drive ongoing marketing ROI by harnessing the value of first-party data through a customer data platform.