Category Archives: Marketing Technology

Preparing for marketing mix modeling: What you need to know

Google Analytics 4 is of limited use for attribution modeling. That’s where marketing mix modeling comes in. Katie Robbert on August 25, 2023 Do you see more “unassigned” and “direct” traffic in your Google Analytics account even if you’re careful with your UTM tagging? That’s because data privacy regulations protect the users visiting your website. … Continue reading Preparing for marketing mix modeling: What you need to know →

Top 6 martech myths debunked

Marketing Technology

Steer clear from common misconceptions that lead to haphazard decisions, poor vendor choices and failed implementations. Tony Byrne on August 11, 2023 You don’t have to look far in the martech world to find breathless case studies about successful system deployments and extraordinary ROI. But what’s not so well shared are the failed or incomplete … Continue reading Top 6 martech myths debunked →

The martech subway system now has an AI line

Marketing Technology

The 15th annual iteration of the Real Story Group’s martech stack vendor map acknowledges the growing importance of generative AI. Kim Davis on August 4, 2023 There’s a new line in the Real Story Group’s martech and it’s artificial intelligence for marketing. That would be the light blue line with the terminus Typeface. This … Continue reading The martech subway system now has an AI line →

The Mets, Red Sox, New York Times and more in this week’s martech AI roundup

Marketing Technology

MLB ads artificial intelligence to its customer experience and other AI fueled marketing technology developments. Constantine von Hoffman on July 20, 2023 The New York Times reports “Google is testing a product that uses artificial intelligence technology to produce news stories, pitching it to news organizations including The New York Times, The Washington Post and … Continue reading The Mets, Red Sox, New York Times and more in this week’s martech AI roundup →

The secrets of successful martech event marketing

Marketing Technology

Successful technology event marketing has lessons for any brand going back to in-person or hybrid events. Shama Hyder on June 26, 2023 We live in a digital marketing world. The average US citizen spends almost seven hours a day looking at a screen, so their chances of seeing your brand’s digital ads are very high. … Continue reading The secrets of successful martech event marketing →

The latest in AI-powered martech releases

Marketing Technology

Here is a roundup of AI-powered martech products, platforms and features announced this week. Constantine von Hoffman on June 22, 2023 While Artificial intelligence (AI) has been a part of marketing technology for some time, ChatGPT’s launch made the topic white-hot. As a result, more and more AI-powered solutions are being announced every day. And … Continue reading The latest in AI-powered martech releases →

Everything You Need to Know | GA4 Edition

Marketing Technology

Brad Camus | June 22nd, 2023 You don’t just want data; you want actionable insights. And like most businesses, you’ve most likely been relying on Google’s Universal Analytics (UA) for years to gather them. UA is a powerful tool for measuring, analyzing, and optimizing your business’s online presence. The data it provides allows you to … Continue reading Everything You Need to Know | GA4 Edition →

3 prevailing themes pointing to a martech reset

Marketing Technology

There’s a low-key reset transpiring across multiple enterprise stacks. Here’s how martech leaders can respond. Tony Byrne on June 12, 2023 I recently taught some martech workshops (in person!) and received numerous fascinating questions from stack leaders. Clearly, 2023 represents another year of great change as omnichannel aspirations take on higher priority and leaders continue … Continue reading 3 prevailing themes pointing to a martech reset →

5 tips for successfully adding martech to your stack

Marketing Technology

Following these steps will help you implement and adopt martech successfully, whether it’s one or several platforms. Talisha Padgett on June 6, 2023 In today’s economy, companies are focusing on doing more with less. However, the highest reported investment increase across all major marketing resources by CMOs this year goes to marketing technology. Marketers and … Continue reading 5 tips for successfully adding martech to your stack →

Salary and Career: Kathleen Voboril can make martech sing

Marketing Technology

For our Salary and Career Survey, we interviewed Kathleen Voboril, a marketing consultant with many years in top marketing positions. Constantine von Hoffman on May 24, 2023 As part of our Salary and Career Survey, we interviewed people about their experiences in marketing. Today we’re talking to Kathleen Voboril who is now a consultant after … Continue reading Salary and Career: Kathleen Voboril can make martech sing →