MarTech Today: Optimove adds ‘incremental’ campaign testing, assessing multi-touch attribution and why chatbots are transforming the auto industry

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

From MarTech Today:

• CDP Optimove adds ability to test campaign strategies
  Jan 25, 2019 by Barry Levine
  Its new Streams feature lets marketers test the incremental effect of one series of multi-channel campaigns — an entire strategy — against another, with automated optimization.
• MarTech Today Research: A marketer’s guide to enterprise SEO platforms
  Jan 25, 2019 by Amy Gesenhues
  The report offers an in-depth review of the market, tips on the buying process and 18 vendor profiles.
• The B2B Marketer’s Lead Generation Field Guide
  Jan 25, 2019 by Digital Marketing Depot
  B2B marketing continues to evolve to match the needs of your buyer, but one thing never changes: the need for leads. To draw prospects in, savvy marketers takes a customer-focused approach through personalized and customized communications and content. Increasing lead generation starts with identifying the types of prospects you want to attract, and concentrating your […]
• The MarTech Minute: Freshworks’ messaging tools, new personalization for Instapage, more
  Jan 25, 2019 by Robin Kurzer
  The martech week in review: News and announcements in marketing technology this week that you might have missed.
  
• Assessing multi-touch attribution’s value: Is it worth the effort?
  Jan 25, 2019 by Barry Levine
  While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity.

From Marketing Land:

• NYTimes Report: Facebook plans to integrate WhatsApp, Instagram, Facebook Messenger
  Jan 25, 2019 by Amy Gesenhues
  CEO Mark Zuckerberg’s messaging unification plan could have significant implications for advertisers.
• 3 reasons chatbots are transforming the automotive industry
  Jan 25, 2019 by Robin Shapiro
  By automating the research and discovery processes, chatbots empower customers with an on-demand, personalized experience, 24/7.

From Around The Web:

• Continuing our work to improve recommendations on YouTube , Official YouTube Blog
• To Be Best Positioned For 2020, Brands Must Create Strategies In 2019 To Evolve Their Mar Tech, AdExchanger
• 4 Best Free Marketing Automation Software to Try in 2019, G2 Crowd Learning Hub
• Three Steps To Achieving A ‘Wow’ Moment In Customer-Centric Software Development, Forbes
• Three strategies for outsourcing software development effectively, Information Age

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

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.