Marketing Technology



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Understanding the "Data" in Customer Data Platforms

Aug 17, 2018

CDPs are the hot thing in marketing tech, even though their main features have existed for several years.

Congress 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 B2B Marketers Can Step Up Their Precision and Personalization

Aug 09, 2018

Ian Dahlman, vice president of search and analytics at gyro, explains why B2Bs must continuously test their assumptions about who their audiences are and what they want.

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.