Martech Column
Is your organization ready for a dedicated MO function?
Maybe you're eager to get a marketing operations function started at your company, but is it really ready? Contributor Debbie Qaqish explains...
The challenge and promise of ‘digital everything’ attribution
Contributor Brian Handly explains why attribution is still an unsolved problem despite the proliferation of available...
Does ad tech dream of electric sheep?
Contributor Duncan Arthur urges advertisers and agencies to cultivate empathy for our fellow human beings, rather than thinking of them as...
7 top questions to ask your Account-Based Marketing technology vendor
The ABM world has never been more exciting. Columnist Peter Isaacson walks through the key questions you should be asking when evaluating...
A brand manager’s guide to virtual assistants
Contributor Jane Price explains how and why brand managers should be involved in the development of a virtual assistant....
Martech + ad tech, part 3: Eliminating silos and connecting data with integrated CRM and DMP
What's the big deal about the convergence of martech and ad tech? Columnist Jose Cebrian explains how it's fueling valuable customer insights....
6 steps for achieving breakthrough demand gen: How better data supports more effective outcomes
Contributor John Steinert explains how to keep off the low-quality high-volume...
Predictions About Data Usage Post-GDPR
Contributor Rob Rasko interviewed 3 industry leaders and asked, 'Has GDPR changed business practices, the perceptions around data usage and how...
The rise of the DD-CMO: How data-driven CMOs are maximizing performance
Contributor Jim Yu feels CMOs are challenged with balancing immediate results and long-term strategy. He outlines ways to incorporate accessible...
Account-based marketing is no fad: How and why CMOs should commit
Contributor Joe Hyland explains how the benefits of an ABM approach can go well beyond external marketing....
The benefits of balancing ABM with other marketing strategies
Sure, account-based marketing is great, says contributor Patricia Hursh, but it won't drive website traffic or increase brand awareness...
5 steps to mapping your martech stack (and knowing the risks and benefits of your digital ecosystem)
Contributor David Booth explains how to get a handle on the myriad tools being used in every corner of your organization....
Finding synergy between talent & technology in the martech machine age
What can artificial intelligence bring to your marketing organization, and how can you best utilize this increasingly ubiquitous technology?...
As addressable TV becomes more pervasive, here’s how to find your audience
Contributor Justin Freid suggests a variety of data sources that you can employ to improve TV advertising...
Rent, buy or train? How to accelerate strategic marketing operations
Selecting martech stack elements is one thing, but finding the humans to use them is quite another. Contributor Debbie Qaqish discusses...
Advanced TV: The final piece of the programmatic puzzle
As brands and agencies evolve their corporate structure to adapt to developments in martech, contributor Chuck Moran argues they must factor...
The winning data-sourcing approach for mid-market companies
If all of the developments regarding third-party data have you re-examining your options, check out Sonjoy Ganguly's advice on how to proceed....
Are your marketing efforts hurting sales? The need for a consistent view of the consumer journey
Contributor Rex Briggs shares real-world examples of how things can go wrong when you rely solely on siloed metrics to make marketing decisions....
Get to know your virtual audience via their digital body language
Contributor Joe Hyland explains how to read your prospects' intentions online so you can offer them a solution that meets their needs....
Tighter data rules affect some marketers more than others
Contributor David Dowhan believes this inequity may provide an opportunity for data providers and tool developers serving mid-market brands....
