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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Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
When politics ignores marketing: A cautionary tale
The fundraising broke records, but no one was minding the ROI.
Optimizing the online experience for disabilities improves it for all customers
43% of people with disabilities abandoned an online purchase because of accessibility issues.
How bad data can spoil good personalization
Don't let bad data poison your email relationship with your clients. Learn how to avoid personalization failures in your email program.
3 ways to avoid email automation breakdowns
Your marketing automations must build in exclusions for people who don't receive a follow-up message.
Webinar: Reimagine your customer experience strategy
Use data-driven insights to optimize your campaign performance with a 360-degree customer view.
Is your digital strategy optimized for Gen Z young adults?
They're more diverse and they expect a lot more from brands.
Webinar: Accessibility, compliance and user experience improve SEO
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
Webinar: Work smarter, not harder, to give customers what they want
Use data to create next-level customer experiences at scale.
Webinar: Grow revenue streams through web accessibility and compliance
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
How unifying customer profiles is paying off for this iconic travel brand
Xanterra is using a customer "Golden Record" to deliver on its promise of personalized customer experiences.
Movable Ink’s Da Vinci thinks outside the campaign box
Movable Ink's new Da Vinci AI offering is aimed at serving lifetime customer value rather than immediate revenue maximization.
Webinar: Get beyond the blast with this next-level email strategy
Status quo email automation isn’t enough for today’s customers.
Google is giving users greater control over what ads they see
My Ad Center will let users block any ad and get info on why they were chosen to see it.
Learning from M&T Bank at MarTech Conference: Have CDP use cases ready for a smooth transition
M&T Bank made sure they got the most out of their CDP by lining up use cases for omnichannel orchestration.
3 ways to optimize first-party data collection
First-party data is more important than ever in a digital-first world.
How connecting customer data drives personalized experiences
Without a full view of customer data, marketers will have a hard time improving brand experiences.
Optimization and personalization
How to make the most of cohort analysis
Cohort analysis is becoming a competitive necessity, especially as tracking and targeting individuals becomes more difficult.
How Belk elevated its customer experience with personalization
High-quality, personalized brand experiences are what customers expect in today's digital landscape.
Irrelevant marketing has consumers turning off brands
The top offender is content selling them a product they just purchased.
Marketing artificial intelligence (AI)
How Inkbox steers customers through its huge online catalog of temporary tattoos
Crossing Minds' algorithms leverage user behavior to surface personalized product recommendations.
Consumers aren’t so worried about data misuse by advertisers
But they do want to know just how their data will be used, a new survey finds.
Good morning: What’s weird today may be genius tomorrow
What's radical or revolutionary may look wrong at first glance.
How Blackcart’s ‘try-before-you-buy’ software is helping Mohala sell sunglasses
Mohala needed to offer customers a hands-on experience in order to demonstrate the appeal of their unusual eyewear offering.
How to get the best out of creative talent in a data-driven world
Creative work begins where numbers end but must never lose touch with the data.
How marketers can take steps toward greater personalization
Most brands know personalization is imperative, but many rush the process. Here's how marketers can scale these efforts methodically.
Twitter tests ecommerce waters with new feature for in-app purchases
Experimental Twitter Shops lets brands display up to 50 items which users can buy
Phrasee to offer real-time language optimization
Phrasee, the AI-powered language optimization platform, has announced that it will now create language responsive to customer sentiment in real time. Phrasee automatically generates and optimizes messaging for a full range of channels, including web, email, social and push. This new offering from Phrasee will combine its optimization capabilities with individual customers’ language profiles based […]
How marketers can prioritize digital experiences
With accelerating digital transformations, marketers need solutions to improve customer experiences.
Revamp your ABM strategy and fix the broken sales-marketing lead funnel
Market, engage and sell to buying groups who want to hear from you.
Let consumers tell you how they want to be contacted
Preference centers can be a great tool for building engagement and trust between brands and their customers.
How to enable greater personalization in a world of impersonal experiences
Marketing personalization can offer brands a competitive advantage by creating more engaging customer experiences.
When it comes to prioritizing digital experiences, it’s either now or never
In this webinar, we examine the martech that brands like New Balance and lululemon use to power their digital experiences.
Why keeping the customer beats finding a new one
Move from a hard sell to a soft relationship-based approach, founded on data, to retain loyal customers
Consolidate and personalize: A winning data strategy for CPG brands
To achieve reach and personalization, many CPG brands have to strike a balance between how they organize and how they act on their data.
Using personalization to create marketing moments
Data and creativity are key to delivering meaningful personalized marketing experiences.
How GreaterGood used personalized email to boost sales and charitable transactions
The charitable giving company leaned on a trigger-based email platform to increase sales and transactions by over 60%.
How Cinemark personalized the digital customer experience
Cinema chain finds that when critical points in the customer’s journey are personalized, it improves the customer’s speed in converting while also adding value to the experience.
Does ‘always-on’ marketing improve customer experiences?
This marketers-meet-machine strategy can help you target customers that have shown a real propensity for your products.
Pandemic challenges intensify need for customer data platforms
As B2B and B2C buyers do more online, the CDP's ability to unify profiles is more useful than ever before.