Marketing Technology
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Using Marketing Data for Merchandising
Many companies now use big data to optimize marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power product and merchandising efforts.
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Why Ubisoft Is Moving to Self-Service Ad Buying
Ubisoft grew its programmatic operation and took more control over ad purchasing. Ken Tran, the video game company’s director of performance media, says cost considerations weren’t the only reason for the changes.
Ken Tran
Director, Performance Media
Ubisoft
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What Digital Technologies Do Client-Side Marketers Worldwide Plan to Implement?, May 2018 (% of respondents)
Which Digital Technologies Do Client-Side Marketers Worldwide Currently Have?, May 2018 (% of respondents)
Primary Company in Driving Technology Innovation According to C-Level Executives Worldwide, Dec 2017 (% of respondents)
C-Level Executives in Select Countries Who Think It's Likely that the Technology Innovation Center Will Move from Silicon Valley to Another Country, Dec 2017 (% of respondents)
Countries that Show the Most Promise for Disruptive Technology Breakthroughs According to C-Level Executives Worldwide, Dec 2017 (% of respondents)
More On: Marketing Technology
See AllCongress Is Preoccupied by Big Tech
Aug 16, 2018
Quorum mined statements from members of Congress over the past decade and found that they talk more about technology than any other sector of the economy.
Some People Say Their Data Is Worth More than Their Car
Aug 14, 2018
Recent controversies over data security may be amping up consumer concerns about privacy. A new survey asked how much consumers valued their data. The answer was simple: a lot.
How Much Are Companies Spending on Technology?
Aug 13, 2018
A third of mid-market companies spend at least 5% of their total revenues on technology, according to Deloitte.
What’s Holding Programmatic Audio Back?
Aug 10, 2018
Programmatic audio is growing, but it is hampered by a lack of scale, disagreement over ad specs and reluctance from ad buying platforms to build audio-specific features.
Marketing Data Isn’t Just for Ads Anymore
Aug 10, 2018
Many companies now use big data to optimize their marketing efforts, but what about broader company initiatives? eMarketer explores how some firms are using marketing data to power their product and merchandising efforts.
How Brands Connect Marketing and Merchandising Data for Real-Time Results
Aug 09, 2018
Jim Hertzfeld, chief strategist at digital agency Perficient Digital, discusses how some brand marketers are connecting marketing data to merchandising data to maximize the value of what's available to them.
Mining Google and Amazon for Search Data Can Lead to Marketing Gold
Aug 09, 2018
Wes MacLaggan, senior vice president of marketing at Marin Software, discusses why marketers need to keep mining search and other types of data to stay competitive.
Identity and Attribution Roundup 2018
Aug 08, 2018
Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it's early days for those actively pursuing it. eMarketer has curated this Roundup of articles, insights and interviews to help you unravel identity and attribution.
Will AI Change How People Approach Creative Work?
Aug 08, 2018
Advertisers and artists believe that artificial intelligence will boost their output over the next two years.
How GDPR Is Moving Ad Budgets Toward Private Marketplaces
Aug 07, 2018
Data privacy concerns are driving ad buyers to work closer with their publisher partners.
Marketers Worry that Vendors Expose Them to GDPR Fines
Aug 06, 2018
A recent survey signals that GDPR is still a worry for marketers. Many feel that it’s not enough to merely have their own data in check. It’s also necessary to get their tech partners aligned with the law. But this is not an easy task to pull off because, unlike marketers, vendors often do not have direct relationships with consumers.
Why CMOs Are Agonizing Over Data Breaches
Aug 03, 2018
Data breaches are proliferating at a time when marketers are becoming increasingly reliant on user data.