Optimization and personalization
MarTech is your source for optimization and personalization content. 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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What is location-based marketing? Target smarter, sell more
Location-based marketing helps you reach the right people, in the right place, at the right time. Learn how it works and how to use it to boost conversions.
Marketing artificial intelligence (AI)
AI’s personalization magic starts with the data you can’t see
AI offers endless personalization opportunities — but success depends on accurate, well-structured data. Here’s how to get it right.
Optimization and personalization
The basics of conversion rate optimization (CRO) explained
Boost more than traffic—turn visitors into customers. Learn what CRO is, how it works, and why it’s essential for driving real business results.
Why AI-powered relevance is replacing personalization in B2B marketing
Stop chasing names and start targeting buyers ready to buy. AI-powered relevance tools let teams focus content, align with sales and close deals faster.
The hidden power of persona-driven UAT in martech success
Persona-based UAT tests real user journeys, not just individual channels — helping martech teams deliver seamless, customer-first experiences.
Distributed storefronts demand smarter, faster brand strategy
Legacy marketing structures can't keep up with distributed commerce. Unify operations, identity and intelligence to thrive in an always-on retail environment.
Optimization and personalization
What marketers can learn from manufacturing’s shift to precision CX
AI is analyzing decades of manufacturers' customer data to create customer experiences precisely tailored to their different needs.
How AI is winning digital shoppers through personalization
AI isn’t just improving digital retail — it’s helping brands win the battle for attention, engagement and loyalty.
Optimization and personalization
Google Consent Mode guide
Preserve data insights while respecting user privacy with Google Consent Mode. Learn how it works, why it matters, and how to set it up on your site.
Optimization and personalization
How to stop wasting money on personalization
A Gartner study found personalization is taking up more marketing budget, but CMOs don't know how much it really costs.
Customer journey orchestration
Invoca buys human intel platform Symbl.ai
The acquisition lets users deploy consumer-facing agents, and improve contact-center interactions and measurement and optimization.
3 ways to turn tariff turmoil into marketing gold
Economic upheaval requires strategic marketing reinvention. Here's how to ensure your brand is cool and collected in stormy times.
Optimization and personalization
Cross-channel personalization: what works now across generations and channels
From Gen Z to Boomers, today’s customers expect personalization. Compliance shouldn't be a barrier.
Optimization and personalization
7 ways to put behavioral marketing to work—starting now
This guide breaks down seven strategies for using first-party behavioral data to improve personalization, close visibility gaps, and drive real results.
As Google brings back cookies, marketers stick with privacy-first strategies
The consensus among marketers is that cookies are the past, and respecting consumer privacy is the future.
Half of ecommerce brands lack the support to scale personalization effectively
A report from Mastercard found many personalization efforts failing when it comes to resources, strategies and metrics.
Marketers push back on Google’s attempt to derail California privacy bill
They are angry about Google's astroturfing and want consent-driven online interactions with consumers.
Smart appliances are great for marketers, if they’re useful for consumers
They gather useful marketing data, but they must also deliver value to consumers to succeed.
Optimization and personalization
Click-through rate (CTR) in B2B: Benchmarks & how to improve
Learn what click-through rate means in B2B marketing, see CTR benchmarks by channel, and get proven strategies to improve CTR across email, ads, and SEO.
5 areas where businesses need to improve their customer experience
Customers lose faith in brands when they feel they're putting in too much effort.
Marketing artificial intelligence (AI)
Why ignoring consumers’ AI concerns is a costly mistake
There's a significant gap between how marketers and consumers feel about AI. Here's what to do about it.
Marketing artificial intelligence (AI)
Are synthetic audiences the future of marketing testing?
Synthetic audiences are constructed from real-world demographic and behavioral data, allowing marketers to question them about consumer preferences.
Finding the sweet spot between relevance and discovery in B2B lead nurturing
Too familiar? Too unfamiliar? How to do lead nurturing that blends relevance and discovery to drive action.
Marketing artificial intelligence (AI)
How are marketers using AI to create hyper-personalized experiences?
Hyper-personalization requires the rapid analysis of large amounts of data. And that's where AI excels.
Personalize your marketing without compromising privacy
Future-proof your data strategies to overcome barriers to personalization and build a privacy-first marketing approach.
Optimization and personalization
How un-marketing builds trust in a world of invasive advertising
Consumers are tuning out traditional marketing. Stand out with personalization that feels thoughtful, not intrusive.
Your 4-step guide to local marketing success
Local marketing requires going very deep on a particular group of people. Here's what you need to know.
Unilever’s Ben & Jerry’s campaign shows why RMNs are the future
Combining data-driven, privacy-conscious, real-time personalized advertising strategies with Foodpanda's RMN got Unilever a delicious result.
Optimization and personalization
6 ways marketers can use Clay to enrich data and build campaigns
Data enrichment vendor Clay now has a valuation of $1.25 billion, and it's more than a tool for cold emailers.
Optimization and personalization
Personalization’s double-edged sword: Balancing relevance with intrusiveness
Consumers really like personalized marketing content and are really nervous about companies gathering data to provide it. Here's how to address that.
Optimization and personalization
Elevate your data strategy: From cookies to universal consent and preferences
See how cookie preferences and first-party data converge to form unified customer profiles.
Marketing artificial intelligence (AI)
AI is poised to disrupt the world of martech vendors and users
The Martech AI 2025 report shows how genAI is already changing the martech stack and the way digital marketers are operating.
How to unlock the power of personalization through edge computing
Deliver hyper-personalized experiences by processing customer data instantly, creating seamless interactions right when they matter most.
What is personalized marketing and how is it used today?
How personalization tactics can transform campaigns, plus the future of personalization in a time of increasing privacy concerns.
Bluecore moves into experimentation
Experimentation Hub from Bluecore is aimed at providing insights into which digital strategies are working — and which aren't.
Drive ecommerce growth with proven personalization strategies
Learn how personalization can boost average order value, click-through rates, and customer satisfaction, leading to increased engagement and loyalty.
Marketing artificial intelligence (AI)
Salesforce launches new, ‘more trustworthy’ generation of AI bots
Agentforce is designed to take actions on its own using guardrails and can be customized without much technical know. CEO Marc Benioff calls it, "AI for the rest of us."
How to produce modular content to drive personalization at scale
Here’s how modular content can streamline your marketing efforts and optimize your content pipeline across multiple channels.
Digital asset management (DAM)
Does your organization need a DAM? Audit first, with these easy steps.
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
Marketing artificial intelligence (AI)
Salesforce’s AI CEO explains why this new AI wave is different
Insights into improved genAI-powered sales, customer experience and advertising from the IAB Tech Lab Summit in New York.