Brands must ensure they’re aligned on their target audience and objectives while also using data to support their decisions. In addition, digital dollars can do double duty by amplifying in-store performance.

Apple set to inconvenience marketers yet again: Stripping tracking parameters from URLs could cause major short-term headaches.

Consumers’ concern over how their personal data is being used has led brands to look for new ways to reach and engage their target audiences and measure performance. To find success, brands need a deep understanding of their customers and an ability to diversify the channels used to reach them

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.

Advanced Insights helps restaurants optimize their businesses by identifying sales trends and offering targeted operational recommendations.

Beyond just advertising, Alphabet’s tech touches nearly everything. This report looks at 23 of its most important business areas, examining their maturity, disruption of the market, leverage over partners, integration with other products, and five-year outlook.

Financial institutions raced to modernize digital channels at the pandemic’s onset. Now, an economic downturn puts the onus on CMOs to personalize messaging, products, and services to acquire, retain, and upsell customers more efficiently.

Despite the current decline in funding, AI startups are accelerating product development—and brands are taking notice. Successful startup engagement requires an integrated, strategic approach along with an understanding of the latest AI trends and essential players. So, who are the key players for 2022?

Marketing measurement is fragmented and inconsistent at most organizations. CMOs need to tie marketing measurement to business outcomes and operate as the connective tissue between the marketing team, the executive team, and other departments.

Consumers expect personalized experiences. Despite the business benefits personalization delivers, many brands struggle to manage the complexity of an enterprisewide program. Engaged CMOs can elevate their organization’s approach and deliver success.

People trust their gut, but AI doesn’t have one: Executives are guarded about AI adoption for high-level use. There’s a path forward, but given the risks, C-suite caution is wise.

Google pushing search marketers toward next-gen measurement: Expected 2023 sunset of Universal Analytics draws social media boos, but signals need to adopt GA4.

Find out how best to implement a customer data platform (CDP), and how marketing, analytics, and technology executives are embracing CDPs to operationalize data to power in-the-moment experiences.

Today’s smartphone users can choose from millions of mobile applications. But with so many apps available, user acquisition can be challenging for app developers, and analytics-based engagement and retention strategies are critical.

Pizza Hut looks outside of the box: The fast-food chain seeks to regain leadership in digital food delivery through AI and analytics.

While adjusting to a new climate where first-party data is more important than ever, it’s crucial to understand that this data can vary considerably in quality, applicability, scale, and transparency.

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.