Martech Column

LEGO logic rocks marketing automation

I love watching my son master a LEGO set. Logic is the key ingredient in putting a set together, especially the super complex models that require many hours to assemble. The LEGO company is smart. For the complex sets, the company breaks the whole into units, which are packaged to be built separately. The assembled sections are […]

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Martech and ad tech: Challenges and opportunities

The industry is abuzz with discussion about the unification of ad tech data with data from other marketing technologies. For some, a potential merger means finding ways to use data from martech to power ad tech. Others see massive differences between the two types of technologies and predict synergy by way of hybrid solutions that combine

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Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now

Predictive Marketing analytics (PMA)… is enjoying piles of VC money and lauding sophisticated new technologies. The Forrester Wave: Predictive Marketing Analytics for B2B Marketers, Q2 2017 Predictive analytics isn’t especially new; it’s been around for more than 75 years. Scientist Norbert Wiener used it during World War II to create an anti-aircraft gun that could

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Navigating the programmatic turn in content distribution

Content is now a permanent fixture of the digital enterprise. Whether in-house or through third-party studios, whether as a C-level function or as the job of interns, brands are making content as a matter of course and distributing it to varying degrees of success. In today’s fragmented media environment, the adage “content is king” has

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Look internally to achieve external marketing impact and better results

Marketing is arguably the profession going through the biggest transformation, with the most potential to boost a company’s revenue growth. The ability to delight, engage, create and build customer loyalty through great experiences and superior products has never been so accessible as it is today. While marketing teams rightly focus heavily on external customers and

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How to shake up conversions with stirring conversations

Think back to five short years ago: Facebook IPO’d; Oxford American Dictionary named “gif” its word of the year; and your only options to order pizza were by phone or on a website. Five years! It seems like forever ago. Now, Facebook stock has only gone up since its much-decried stock market debut, gifs are old

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Building an Amazon Alexa Skill is so easy, Grandma can do it

Amazon devices with the Alexa agent Last holiday season, the Amazon Echo was at the top of everyone’s wish list. Amazon sold a lot more than they had expected, and they had difficulty keeping the product in stock. Estimates place the number of devices sold at over 9 million, about nine times what they sold

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People-based marketing requires good people

People-based marketing is grounded in the ability to really know the person to whom you are marketing. It’s not a new concept. From its earliest days with the postal service through its evolution into telemarketing, email, SMS and push, it has evolved. Now, marketers have the ability to directly match first-party customer and prospect data

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