Marketing Technology


While the ability to identify customers across marketing channels has improved, most marketers still struggle to deliver data-driven experiences across all touchpoints.

With consumer privacy concerns at an all-time high and US regulation a certainty, advertisers must shift from a "bigger data is better data" mentality to a more mindful data-driven marketing focus. We spoke with Nicolas Bidon, CEO of WPP’s agency trading desk Xaxis, about how this transition inevitably leads to in-housing for some marketers—and why that’s not necessarily a bad thing.

One way marketers can get a more clear view of their customer’s journey is by creating a data warehouse that centralizes marketing data across various channels, said Chris Wexler, senior vice president of media and analytics at ad agency Cramer-Krasselt.

Government regulation is the top obstacle threatening marketers’ data projects this year, according to a recent survey of US marketers by Winterberry Group and the Interactive Advertising Bureau (IAB).

Identifying the best channel metrics that align with companywide key performance indicators is a challenge at a time when marketers are overloaded with data and their companies are questioning those results.

In this Tech Talk Tuesday presentation, Marketo’s Head of Commercial Demand Generation, Mike Madden, breaks down the powerful use cases of triggered campaigns, from scoring specific actions and prioritizing leads for sales to creating timely emails from website visits.

The belief that consumers crave more targeted, personalized ads has become a digital advertising mantra. But it’s not entirely true.

The New York Department of Financial Services has launched an investigation into Facebook’s reported collection of data from third-party apps. According to The Wall Street Journal, the social media platform has been using partnerships with third-party apps to collect personal information on both Facebook and non-Facebook users.

Because of in-app ad spend's recent surge, getting accurate in-app viewability measurements is a big deal for mobile marketers. We forecast that $77.03 billion will be spent on in-app advertising in the US this year, up 25.1% over 2018.

Training an artificial intelligence (AI) algorithm requires data—lots of data. But staying GDPR-compliant while acquiring that data can be almost impossible.

According to a November 2018 study from AllianceData, a majority of the consumers surveyed said they want more control over email frequency and the content they receive from brands. Meanwhile, just a small number of marketers said they are meeting those needs.

Advertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential.

The push for more effective ad targeting remains one of marketers’ chief occupations. More than half of client-side marketers surveyed by Econsultancy and Adobe said leveraging data for more effective segmentation and targeting is among their top three organizational priorities this year.

Having too many data management systems in use is a daily challenge for 40% of the decision-makers and data managers Vanson Bourne and Veritas surveyed. A similar number of respondents said there are too many data sources to make sense of.

Half of US internet users have concerns about facial recognition, according to data from The Brookings Institution.

Data science and analytics will be the technical skills most needed at ad agencies in the next two years, according to a poll by Marketing Land.

Companies may know that more advanced attribution practices are needed to prove marketing value in today’s complex media world, but that doesn’t mean they understand, or easily embrace, these practices.

We spoke with Grégoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about how his team works in collaboration with IT to roll out a new marketing technology.

In a poll conducted by ad measurement firm Integral Ad Science (IAS), 69.0% of agency executives say that fraud is the biggest hindrance to ad budget growth, compared with more than half (52.6%) of brand professionals who said the same.

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.