Data
MarTech is your source for information on marketing data. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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The state of data in 2024: How the ad industry is adapting to privacy regulations
Learn how leading brands are navigating the privacy-first ecosystem by prioritizing consumer trust and embracing first-party data.
The future of first-party data and why it will be critical
Unravel the complexities of first-party data utilization and unlock its full potential with practical strategies and expert insights.
GrowthLoop and TransUnion partner to improve audience reach
CDP GrowthLoop will make TransUnion's TruAudience data available to users in the hope of improving match rates.
The top 10 benefits of customer data platforms
Here are the top 10 benefits claimed for CDPs as well as some questions to be asked about whether those benefits will truly be realized.
Adopting consent-based analytics for long-term marketing success
Practical insights for implementing consent seamlessly in your digital analytics strategy amid evolving privacy laws and user expectations.
Customer journey orchestration
MessageGears to operate with the Snowflake data cloud
The enterprise customer engagement platform will operate within Snowflake, gaining fast access to business data.
Digital advertising braces for signal loss and Privacy Sandbox
IAB Tech Lab CEO Anthony Katsur calls for ‘Great Reset’ for ad industry facing epic changes to addressability and managing consumers' privacy.
Marketing artificial intelligence (AI)
Unlocking the potential of synthetic data: A business game-changer
Understand the potential applications and limitations of generating synthetic data using AI models.
24 questions to ask identity resolution vendors during a demo
Identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
How Beef ‘O’ Brady’s streamlines customer experience
The family restaurant chain uses PAR Technology to bring together ordering, dining in, loyalty perks and data.
The false allure of B2B intent data
Unpack the complexities of intent data, from false positives to the value it brings, and why it's crucial not to rely solely on in-market signals.
Navigating the cookieless future with cross-functional teams
The cookieless future demands teamwork. Learn the importance of cross-functional collaboration for marketers, IT professionals and beyond.
20 questions to ask customer data platform vendors during the demo
Once you've chosen a short list of vendors and scheduled demos, think about the questions to ask them.
How to augment market research and glean customer insights with AI
Learn how AI-driven data mining and sentiment analysis can deliver more accurate and actionable customer insights.
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Political polarization reflected in voters’ shopping, media habits
As November elections approach, here’s where Democrats, Republicans and Independents are shopping and getting their news.
Does your organization need an identity resolution platform?
Identity management platforms can be a big help to marketers, but do you need one? This guide will help you find the answer.
Improve your return on ad spend with first-party data
Learn how to optimize advertising performance with privacy-safe, real-time event forwarding.
3 future-proofing strategies for Google’s third-party cookie crackdown
With third-party cookies on their way out, here’s how marketers can future-proof data collection and leverage first-party data strategies.
Tableau Pulse uses AI to make data more accessible
The new offering from Salesforce's Tableau will deliver AI-generated digests to your preferred workflows.
Customer journey orchestration
Driving growth through data: Optimizing the retention stage
Leverage data and AI strategies to drive customer retention through personalization and tailored marketing efforts.
Marketing artificial intelligence (AI)
Using data analytics for customer acquisition: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: using data analytics to boost customer acquisition.
Building a future-ready marketing operations team
Planning strategies for managers in an AI-powered world.
How to categorize customer data for actionable insights
Organize customer data into categories like demographics, psychographics and transactions to gain actionable insights for marketing success.
Navigating the future of marketing with data
Today's evolving marketing landscape needs data-driven strategies. Build robust first-party data and turn insights into strategic campaigns.
How to decide if your organization needs a customer data platform
11 questions to determine if you have the staff capabilities, management support and financial resources needed for a CDP to be a smart purchase.
Prioritize compliance for marketing success
In this webinar, learn how to set the stage for your new era in campaign excellence.
IAB launches new privacy compliance tool
The IAB Diligence Platform allows digital advertisers and publishers to vet SSPs and DSPs for compliance in an increasingly regulated space.
How to build customer trust through data privacy and security
Data drives business, but breaches drive customers away. Learn how to balance data collection and security to build consumer trust.
Data visualization: How to transform analytics data into actionable insights
Tired of buried insights in complex reports? Turn overwhelming analytics data into clear insights with data visualization.
Customer relationship management (CRM)
Real-time vs. batch-based CRM data processing: Key considerations
Make the most of your CRM data. Learn how real-time and batch-based processing works and ways to use each approach in your campaigns.
LiveRamp acquires data clean room startup Habu
LiveRamp adds new data clean room capabilities with the acquisition of Habu.
Informa Tech/TechTarget merger would create a B2B data giant
The goal of the deal appears to be a single entity that can provide first-party data at scale.
How in-store technology will bolster retail media networks
A new IAB report outlines opportunities that add to the in-store shopping experience and augment omnichannel RMN campaigns.
Power up your marketing programs with Google Analytics 4
Incorporate a data strategy that will give you a complete view of your customers.
Customer journey orchestration
Driving growth through data: Optimizing the purchase stage
Leverage data in the purchase stage to increase conversion rates, average order value and lifetime customer value.
3 kinds of data to optimize digital events
Research, engagement metrics and post-event feedback are all crucial to build the ideal digital event for your audience.
2024 Predictions: Retail media networks
Advertisers will continue to pursue RMN opportunities as the value of first-party shopper data increases with the phasing out of cookies.
Digital asset management (DAM)
The opportunities for AI in digital asset management
Prepare your DAM for automated tagging, enhanced search and other AI capabilities with solid data and governance foundations.
Online advertising: The funny, fuzzy math
Uncover common issues when measuring digital ad performance using views, clicks, attribution and other metrics.