MarTech Today: Optimizing campaigns with call tracking, Lytics adds campaign coordination & account based marketing

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.

From MarTech Today:

• 3 ways to optimize marketing campaign ROI with call tracking
  Sep 20, 2017 by Digital Marketing Depot
  Call tracking is ultimately about measuring ROI on business advertising. The ability to gather actionable insights by tying calls to data provided by your campaigns is vital to generate more qualified leads and drive revenue.
• Lytics becomes first customer data platform to add campaign coordination
  Sep 20, 2017 by Barry Levine
  With its new Orchestrate dashboard, marketers can control external campaign tools that are centered around Lytics’ customer data.
• A little yoga makes for a lot better ABM: How to design in flexibility to unleash agility
  Sep 20, 2017 by John Steinert
  How do you take your Account-Based Marketing to the next level? Contributor John Steinert shares “ABM yoga” tips to foster collaboration between your marketing and sales teams and enhance your ABM agility.

From Marketing Land:

• Thinking about an SEO platform? We compare 13 leading vendors
• Body Shop and Urban Airship turn mobile wallets into brand and social engagement tool
• Microsoft is newest member of Coalition for Better Ads
• Snapchat adds 14 ‘Creative Partners’ to help brands produce Snap Ads, post-swipe experiences

From Around The Web:

• Are Agencies Becoming Analytics Technology Providers?, eMarketer
• Amazon reviews have a bot problem, Digiday
• Personalized E-Commerce Marketing Through Customer Segmentation, MarketingProfs
• The Marketing Clouds Are Growing Apart, AdExchanger
• mParticle Raises $35 Million Series C to Accelerate Growth of its Customer Data Platform, mParticle
• How publishers can take advantage of machine learning, The Official Google Blog
• How to Choose the Right Martech and PRtech Solutions, MarketingProfs
• Internal Analytics a Powerful Motivator for Ad Tech Adoption, eMarketer

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.