Category: Martech Column

Rent, buy or train? How to accelerate strategic marketing operations

Let’s face it — building a marketing operations (MO) function is hard. Building a world-class marketing operations function is even harder. What makes this so challenging is finding the right people with the right skill sets to build a strategic...

/ July 17, 2018

The future of TV advertising in today’s digital world

If you’ve followed industry chatter on the state of the TV landscape, then you’ve heard more than a few times that the TV advertising era is over. NYU professor of new media Clay Shirky called TV “dead” in Politico back...

/ June 25, 2018

Martech + Ad tech, Part 1: The tools to transform insight into action

Every marketer knows how important it is to collect data and use it to inform strategies and analyze performance. But the collection and parsing of data is only one side of the marketing equation. If the data isn’t being leveraged...

/ June 18, 2018

Is your customer the unifying thread? How to do martech right

In 2011, I worked with a large tech firm on their martech stack. This was years before marketing operations (MO) was cool or the term martech or stack was in play. During our meeting, my contact handed me a single...

/ June 18, 2018

Answers to email marketers’ niggling questions about GDPR

If you’ve paid attention to the news in recent months, you know that the EU’s new consumer data privacy law, the General Data Protection Regulation (GDPR), goes into effect at the end of this week (May 25, 2018). Under the...

/ May 24, 2018

Becoming customer-centric: A tale of a NextGen MO organization

In last month’s article, I introduced an updated marketing operations (MO) maturity model defining the five stages of maturity: Unaware, Efficient, Effective, Customer-centric and NextGen. The last two stages of maturity — Customer-centric and NextGen — are particularly important as...

/ May 21, 2018

Human-computer interaction and digital advertising

Consumer interaction with content used to be a straightforward process. There was a simple set of delivery vehicles — print, radio, television and film — and an equally defined set of mechanical interfaces, usually consisting of pages, knobs and dials....

/ May 21, 2018

Why your media decisions matter for campaign location attribution

Marketers using location data to gauge the effectiveness of their campaigns need to be able to trust their location attribution measurement providers, and that means the location data industry desperately needs more standardization and transparency to inspire that trust. For...

/ May 17, 2018