Good morning, we’ve made it through another week — happy Friday!

As digital marketers, the ability to demonstrate attribution — and ROI — confidently to our organizational leaders is a top priority. We need to effectively communicate the value of our digital efforts, and there’s no better way to do that than with data. But, the complexities of our martech stacks often lead to (or expose) more challenges. Disparate data sources, misalignment with sales and inefficient attribution models create unprecedented issues for marketers.

Could AI, machine learning and natural language processing become key elements for determining attribution? If we ditch our single-touch and multi-touch attribution methodologies, machine learning attribution models might be the next step.

“With a machine learning model, we’re able to remove the human bias,” said Chris Nixon, vice president of marketing at CaliberMind. “The model will learn with your data to look at different outcomes…and identifies the touch points across the journey.”

Continue reading for your Pro Tip on putting people first in martech, the latest industry news and our curated reading list that we put together just for you. Have a wonderful weekend!

Jennifer Videtta,
Senior Editor

 
 
 
Pro Tip
 

Take a people-first approach to martech

“The amount of money going into tech as a percentage of marketing budget is increasing. But, if you’re looking at satisfaction, it’s not there,” Subbu Iyer, CMO at Riverbed, told attendees at MarTech West in San Jose in April.

“Marketers need to ask what the purpose of the technology is – and it needs to be to serve the human experience. How can we do better evaluating technology? Think about it from a human context.”

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MarTech Minute
 

This week in acquisitions (and a new attribution solution)

TapClicks buys StatX. The marketing technology platform TapClicks has acquired the fintech provider StatX. The acquisition will broaden TapClicks’ omnichannel marketing operations and intelligence solutions by integrating StatX’s data visualization capabilities and tools into TapClicks’ offerings. “TapClicks is putting the power to collaborate around data at the fingertips of our customers and their end clients — whenever, wherever,” said TapClicks CEO Babak Hedayati. TapClicks’ users — and the clients they represent — will have access to the current version of StatX.

TransUnion buys TruSignal. TransUnion has entered into an agreement to acquire the AI-powered predictive scoring platform TruSignal. The acquisition will help TransUnion, a credit scoring and data agency, build on its recently announced partnership with Tru Optik, making it possible to improve the scale and depth of their solutions. “TruSignal’s highly complementary marketing solutions and technology will allow us to rapidly and flexibly serve the evolving digital marketing ecosystem,” said TransUnion CEO Chris Cartwright.

CM Group buys Vulture. Continuing its string of acquisitions, the CM Group announced it is buying Vulture, a cross-channel marketing platform for the legal services industry. “There are over 7,000 martech companies in the space today, making it nearly impossible for marketers to navigate the technology-buying process with confidence,” said CM Group CEO Wellford Dillard, “CM Group’s portfolio approach allows us to work collaboratively with marketers to match them with the right platform based on their specific needs.” The announcement comes with news the CM Group has completed a $410 million round of financing that will go toward future acquisitions.

A brand new attribution solution. Marketing tech veterans Trevor Testwuide, Madan Bharadwaj and Nick Stoltz have launched Measured, a cross-channel attribution platform rooted in always-on A/B experimentation. “We went back to the drawing board to innovate cross-channel measurement for the realities of today’s marketers,” said Bharadwaj, who serves as CTO for the newly-established company, “Our experimentation technology that executes holdouts for prospecting audiences affordably is truly a breakthrough. The results of each experiment empower marketers to make investment decisions informed by actual audience-level incremental performance metrics.” Early users of Measured’s attribution platform include FabFitFun, J. Jill, AARP and Johnny Was.

 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Louis Vuitton and Christian Dior Owner Unveils Blockchain Platform to Verify Luxury Goods – CoinTelegraph

Lessons Learned From CDP Implementations – CMS Wire

CIO And CMO: Achieving Convergence Of Infrastructure And Analytics – Forbes

Breaking down barriers to VR  – YouTube Creator Blog

[eCommerce Customer Segmentation] Bracketed Segmentation: Peeling Away The Layers – VWO Blog

The race for better marketing measurement is on. Are you in it? – Think with Google

The Washington Post’s Programmatic Team Isn’t Afraid of Experimentation – Adweek

 
 
 
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