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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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.
The path to personalization: A roadmap for marketers
There's a clear connection between personalization and revenue. Where is your organization on the journey to delivering personalized experiences to its customers?
Optimization and personalization
Unlocking customer loyalty: 5 core motivations powering personalized marketing
Personalized marketing taps into core human desires. Here’s how to create tailored experiences that resonate with customers on a deeper level.
Optimization and personalization
Navigating personalization vs. privacy: 3 tips for delivering win-win customer experiences
Tactics to build customer trust in your marketing through transparent data practices and consent-driven personalization.
Marketing artificial intelligence (AI)
Google launches new AI-powered features for Performance Max campaigns
The six new features include ways to acquire high-value customers, manage budgeting and re-connect with former customers.
7 steps to creating an audience-based B2B marketing plan
Boost marketing-driven revenue with granular audience segmentation. Use this 7-step framework for targeting the right prospects.
Customer relationship management (CRM)
MarTech’s CRM experts to follow
CRM is essential to martech. Doesn't matter if you're B2B or B2C, you use it. Here are the must follow voices to stay up to date on the latest developments.
Privacy plus personalization: The new frontier of digital advertising
Brands are adapting digital marketing for the privacy-first era through storytelling, consent-based personalization and more.
How martech leaders must embrace AI for customer-centric marketing
Explore the imperative for martech leaders to personally upskill and embrace AI to deliver true customer personalization in 2024 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 AI-powered features are revolutionizing marketing automation platforms
New artificial intelligence functions for MAPs can do everything from generating personalized content to optimizing campaigns.
Optimization and personalization
How AI can help create bespoke customer experiences
Generic messaging is steadily being replaced by bespoke, personalized experiences. AI is helping.
Personalization and real-time interaction management: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: personalization and real-time interaction management.
5 marketing automation quick wins
Here are some quick ways that organizations can take advantage of marketing automation to increase the value of customer interactions.
The CMO’s practical guide to personalization
Personalization is more than martech; it's the future of consumer engagement. Amid challenges, the goal remains — genuine human connections.
Optimization and personalization
Michelin meets the digital era: Personalized recommendations powered by AI
How does a company renowned for ratings based on individual inspections scale up to meet the needs of its passionate customers?
How NC Fusion executed its campaign to help girls stay involved in sports
Walk through the entire process -- problem ID, research, channel use and more -- of a campaign to raise issue awareness.
3 ways to maximize the power of reception marketing
Don't be the company that bombards customers with salesy marketing assets and offers. Learn a better way to meet their needs.
Digital experience platform (DXP)
The truth behind MACH-based DXPs: Benefits, risks and key considerations
Improve your chances of success in adopting a MACH-based DXP. Here are key considerations when assessing potential vendors.
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.
Marketing artificial intelligence (AI)
Microsoft unveils AI “copilots” for sales, CRM and customer support
One new ChatGPT-based feature generates emails personalized with information from CRM files.
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.
Digital experience platform (DXP)
What is a digital experience platform or DXP and is it the future of content management?
DXPs help marketers to deliver coherent, customized and compelling user experiences to more devices and platforms than ever before.
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.
North Star goals for category leaders: One-to-one, omnichannel personalization
While “one-to-one” and “omnichannel” are the goals, you can start incrementally and work your way toward them.
Optimization and personalization
The ROI of personalized experiences: Process measurements
Looking at the methods used to personalize, how efficiently they are performed and how they are improved over time is part of measuring ROI.
Optimization and personalization
The ROI of personalized experiences: Content measurements
Track the ROI of personalized content by looking at individual and incremental performance and using a multi-touch attribution model.
Digital experience platforms: 4 building blocks to success
While DXPs promise holistic, cross-platform seamlessness, organizations must be prepared to invest long-term before implementation.
Optimization and personalization
The ROI of personalized experiences: Audience measurements
Learn ways to measure the returns of personalization by audience performance and why creating a first-party data strategy matters.
What is programmatic advertising? Here’s what every savvy marketer needs to know
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
What is customer experience and why does it matter?
Learn what customer experience is, why it's important, and how you can improve it for your customers.