Category: Martech Column

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

Unlocking higher marketing ROI with unified measurement: A step-by-step approach

Marketers, facing an increasingly fragmented world of consumer attention and media channels, are starting to rely more on tools that leverage data to drive decisions and find a competitive advantage. Over the past few years, marketing analytics has reached a...

/ May 16, 2018

Managing martech relationships: Partnerships and agility in marketing

In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of martech’s evolution, we’ll see a much-needed consolidation. It’s already...

/ May 7, 2018

Augmented reality games: Will this summer’s releases be booms or busts?

This summer could be either a boom or bust for augmented reality (AR) games and brick-and-mortar businesses. Four major AR games are coming that could create more location-based marketing opportunities the way Pokémon GO did in 2016: Ghostbusters World; Harry...

/ May 4, 2018

How to seamlessly augment the retail experience

By 2022, online retail sales are forecast to go beyond $700 billion, and the future of brick-and-mortar stores seems uncertain. The appeal of online shopping is obvious: wider selections, no lines or crowds and general ease and comfort. But retailers...

/ May 2, 2018

Identity is having its moment, but most martech isn’t ready

Have you noticed anything different about the LUMAscape lately? Recently, the imposing cluster of logos representing the marketing technology landscape grew a little denser. Nestled under the data management platform (DMP) category, and to the right of the increasingly hyped customer data platform (CDP) grouping, lies a new class of martech:...

/ May 1, 2018