Good morning, we’ve got new numbers from our events research, 

Since April, the number of marketers who say they would attend an in-person event during the fourth quarter of this year has dropped from 4 out of 10 to 3 out of 10, according to our latest Event Participation Index report

“Overall, 69% of marketers we surveyed said they would only attend virtual/online events this year unless a COVID-19 vaccine is available,” writes MarTech Today VP of Content Henry Powderly, “Out of the nearly 300 marketers we surveyed, around 30% said their employers have extended travel bans through the end of the year.” 

A number of large-scale conferences have been cancelled in 2020 because of the COVID-19 outbreak, including Salesforce’s Dreamforce and HubSpot’s Inbound Conference. Many marketers, and the teams managing their company’s in-person events, have quickly pivoted to produce virtual events, like MarTech Today’s own Discover MarTech that took place last April. 

As Henry notes, this pivot to a virtual environment has given marketers access to content they previously had to pay thousands for with so many of these events available for free online — but the benefits of an in-person event is hard to replicate in terms of networking, and many event organizers are still struggling to recover after losing so much revenue. 

Are you clear on what to expect when implementing an identity resolution platform? Most all enterprise ID solutions include core functions like data onboarding, an identity graph, first-party data management, privacy regulation compliance and integration capabilities. But, some vendors are beginning to differentiate their platforms with features like match confidence scoring, cooperative identity graphs and pre-built adtech and martech connections. MarTech Today’s Marketers Guide for Enterprise Identity Resolution Platforms offers an in-depth look at today’s identity resolution market, along with 12 vendor profiles.

Keep scrolling to find out more about Merkle’s latest offering designed to help clients take full advantage of their martech investments. 

Amy Gesenhues,
Senior Editor


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MarTech Minute

Merkle’s new Performance Marketing Lab aims to help marketers optimize their tech investments

Performance marketing agency Merkle has launched an initiative aimed at helping clients optimize their adtech and martech investments. The new Performance Marketing Lab is comprised of data scientists, developers, analysts, media experts and product engineers — all working together to develop proprietary solutions and products. “Merkle’s Performance Marketing Lab is ideal for advertisers who are sitting on a mountain of first-party data, but aren’t quite sure how to put it to work in their marketing campaigns,” said Matthew Mierzejewski who will oversee the group as its managing director.

Why we care: Data is an ongoing dilemma for marketing and MOPs teams alike. Disparate systems, siloed information and lack of technical capabilities keep many brands from taking full advantage of the data they have, limiting personalization and real-time efforts across campaigns. A cross-functional team of data, dev and media specialists assembled solely to help clients solve their data challenges could be a big win for the brands that have the budget to partner with the group.  

In other martech news: 


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What we're reading

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

IBM will no longer offer, develop, or research facial recognition technology – The Verge

The Worst Way to Test Agile Marketing, and What to Do Instead – CMS Wire

What CMOs Should Do Before CFOs Start Asking About Ad Fraud – Forbes

New Harness product lets engineering teams monitor cloud spending in real time – TechCrunch

Working under a tech-fueled microscope in the coronavirus era – VentureBeat

The Offboarding User Experience: A Comparative Study – UX Matters

Will COVID-19 push contactless payments into the mainstream? – Retail Dive

MarTech Firms Pivot to Meet Post-Pandemic Demands – Street Fight