If someone asked how you track your marketing efforts, how would you respond? Chances are, your answer would sound like a game of martech MadLibs. You’re using Google Analytics, advertising platforms, marketing automation, your CRM and myriad other tools to track, measure and take action on your marketing data. You spend your days building marketing […]
3 signs it’s time to make the switch to account-based analytics Read More »
Suppose you’re a motel chain with lots of franchises across the US. Ad campaigns, search results or web site calls-to-action direct the user to local phone numbers, based on the viewer’s location. In this case, there is no central call center with an 800 number, but a different local number for each location, with each
Invoca can now dynamically update local branch phone numbers Read More »
Marketers relish tracking data from publishers’ sites, which come from dozens of cookies dropped by the sites’ vendors, as well as from vendors’ partners. But few publishers have a good understanding of the many ways visitors are tracked or how page loading times are impacted by these services. To help get a handle on this
The Media Trust works with UK publishers and vendors to classify cookies Read More »
If you’re looking for a soulmate, personality matching via a dating site is one way to better the odds of compatibility. And, if you’re a marketer interested in finding a good fit for your brand, social media research firm Fizziology has released results of its effort with the omni-resourceful IBM Watson to similarly employ personality
Graphic provided by InMobi When a brand wants to advertise to telco subscribers, the process can involve many participants. But today mobile marketing platform InMobi took another step toward its vision of a more unified approach, with the announcement that it is buying Sprint’s mobile data and ad company Pinsight Media. Exclusive data access. As
InMobi becomes Sprint’s exclusive in-app, CTV ad platform by buying the telco’s ad firm Read More »
A screenshot of Autopilot’s new Annotate and Collaborate feature. Since customers’ choices are the key dynamic in modern marketing, the customer journey map has become the central strategic and management document. It depicts the marketing exposures and decisions for a given kind of customer and is used to plot alternatives, responses and followup pitches. To
Autopilot debuts real-time collaborative customer journey map Read More »
Attribution is one of those services that seems to take place inside a black box, where all kinds of algorithms make all kinds of assumptions. To help make the box less obscure, Andover, Massachusetts-based Semcasting is out today with The Attributor, which it describes as the first self-service deterministic attribution platform. The platform, CEO/founder Ray
Semcasting unveils ‘first self-serve deterministic attribution platform’ Read More »
Last May, the Interactive Advertising Bureau (IAB) Tech Lab began releasing for comment a new framework to set up a kind of “ingredients label” for sellers of audience segment data sets. The idea was to provide answers about how offered data was sourced, its age, to what extent it had been modeled or manipulated, and
Ahead of Wednesday’s Senate hearing with top tech firms on the state of consumer data privacy, several pro-business groups have made their voices on the matter known. The latest is from the government itself. The National Telecommunications and Information Administration (NTIA) on Tuesday added an “unpublished notice” to the Federal Registry asking for public comment on the
The best helper is the one who knows what you’re looking for before you ask. That’s the idea behind Adobe’s new Virtual Analyst in its Analytics Cloud, announced Monday. It employs the company’s Sensei artificial intelligence layer to find the “unknown unknowns,” even when the user hasn’t asked for that specific info. How it works.
Adobe’s new Virtual Analyst doesn’t need questions to provide answers Read More »
