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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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.
Customer journey orchestration
The power of customer data across the journey: Acquisition
Leverage data responsibly during the acquisition stage to understand your audience, refine messaging and build trust.
Master the art of turning data into dollars
Learn the strategic value of composing your stack, breaking free from the limitations of traditional data collection.
Marketing artificial intelligence (AI)
Getting the most from your AI investment
Everyone is talking about generative AI, but that may not be the best place to start your AI journey.
Marketing artificial intelligence (AI)
Third-party data in advertising: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: using third-party data in an advertising campaign.
Digital asset management (DAM)
Rachel Edwards: Spotlight on the expert
Rachel Edwards on her journey in digital asset management and helping marketers find what they need with the perfect balance of metadata.
Marketing value and data: Doing more with less
Learn ethical alternatives to common marketing tactics that rely on collecting sensitive customer data.
Take back your ROI by owning your data
In this webinar, learn how your marketing stack enables always-on customer experiences.
Marketing artificial intelligence (AI)
Expanded integration lets Salesforce sell through AWS
The collaboration is expected to also aid AI development and use, as well as more streamlined data management.
The data disconnect: Why understanding your data landscape matters more than ever
Do you understand all the possible sources from which data flows into your CRM? It might be time for a data landscape assessment.
Digital events platforms: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt could be improved. Today: discovering the value of digital events platforms.
4 essential ways to boost your marketing automation program
Improve your marketing automation program by identifying manual tasks, reverse engineering segmentation and communicating better with customers.
The great data divide: How top performers are pulling ahead
Discover what tactics are driving growth and where peers are investing this year.
2024 brings the end of the third-party cookie. So now what?
In this webinar, learn how a first-party data approach could be the answer you're searching for and what technology you might need to help you achieve that.
Marketing artificial intelligence (AI)
AI ad spending has skyrocketed this year
Advertisers spent $40.2 million through September 2023, nearly four times more than 2022 investments in the same period.
Putting customers first: The key to successful customer data exchange
Uncover how brand perception and incentives shape customer data-sharing decisions, plus tips for balancing trust and ROI.
HubSpot buying B2B data source ClearBit
HubSpot users will soon have direct access to ClearBit's third-party data on millions of businesses. Updated with further commentary.
Sponsored White Papers & Webinars
Go beyond cookies and stay ahead in a privacy-first world
Learn the impact privacy has on your marketing campaigns and why Google Analytics-based dashboards may be inaccurate.
Chrome’s IP address protection initiative presents new challenges for marketers
IP address protection seems on a faster track for the most popular web browser than cookie deprecation.
Diversity and inclusion in marketing
New adtech partnership unlocks inventory for multicultural publications
Basis Technologies and Direct Digital Holdings connect to allow companies of all sizes scale up advertising on multicultural publishers.
The power of predictive analytics: Is the future now?
Learn how to leverage GA4's predictive metrics to forecast customer behavior and inform your marketing campaigns.
Pepsi, McDonald’s and the latest in digital out-of-home
Brands and tech leaders at the DPAA Summit offered a vision of more dynamic omnichannel engagement driven by data and DOOH.
Unlocking business success with the power of data management
Dun & Bradstreet's VP – master data business shares why MDM is more than a technology. It's a strategic asset that empowers businesses.
Are marketers cooling on CDPs?
A survey from The CDP Institute indicates lagging CDP use, but strong results for many who use them. Levels of data unification at orgs varies widely.
How Citizens Bank transformed content to meet changing customer needs
The regional bank uses data, DAM and new channels like TikTok to build trust and authority with customers in major Northeast markets.
Data lessons from a successful Taylor Swift exhibit
The Museum of Arts and Design makes data-driven decisions using visitor analytics from Dexibit.
Why we care about retail media networks
One-quarter of retailers are generating more than $100 million in revenue from their media networks.
Marketing artificial intelligence (AI)
Marketing AI blueprint unveiled at The MarTech Conference
A look at how marketers can review and adopt generative AI tools in a repeatable way during this "transformational" time.
Everything you wanted to know about data but were afraid to ask
In this webinar, get the answers from experts in buying and selling B2B data.
Unleash the untapped power of email address intelligence
In this webinar, experts reveal the power of the email address and its role in driving successful data-driven strategies.
A sales-side view of marketing, automation and AI
The head of sales for Babbel gives an inside look at working with marketing, putting together a campaign and more.
IAB releases new guidelines as retail media networks mature
Advertisers say they’ll increase RMN investment but they want standardization, a new study from the IAB finds.
Marketing artificial intelligence (AI)
SAS embraces generative AI for marketing
SAS is the latest major vendor to begin rolling out genAI for marketing. It's emphasizing safe use too.
Marketing artificial intelligence (AI)
How to decide which generative AI tools fit your organization
Marketing leaders and executives can use this two-by-two matrix to see how new generative AI tools can be used in their organization.
How Homethreads is leveraging data to create a new customer experience
Homethreads' proprietary technology provides customer data to position the brand as more than just another home goods site.
Get beyond Google Analytics with these real-time data strategies
This webinar teaches you how to gain access to superior insights compared to traditional tools like GA.
Microsoft Advertising Editor expands audiences to all markets
The platform has launched new audience types and introduced in-market audiences to markets in EMEA, APAC and LATM.
Data-driven success lies within the power of simplicity
Dun & Bradstreet's SVP, commercial operations, explains why simplification is vital to attaining winning business outcomes.
Digital asset management (DAM)
Discover the benefits of consent-based marketing: Privacy and personalization
In this webinar, learn the latest trends, tools and strategies for harnessing the power of first-party data.
Data and AI ignite real-time customer conversations and tangible business results
Dun & Bradstreet's SVP of sales and marketing reveals why data is the key to innovation and success.