Category: Martech Column

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

You vs. data: Where people fit in modern retail marketing strategy

Think about all the data you have as a retail marketer. Not just the volume of it; the actual contents of it. E-commerce site performance. In-store performance. Product feed. Demographics. Search. Social. Mobile. CRM. Shopping behavior. Geography. Competitive intelligence. Data...

/ April 27, 2018

How the C-suite benefits from a strategic marketing operations function

As the marketing operations (MO) function continues to mature and extend influence into every part of the organization, it is time to review how key stakeholders benefit from the MO function. More specifically, I’d like to examine the benefits of...

/ April 17, 2018

How GDPR may help drive blockchain usage for content

The application of blockchain to content authentication has been gaining traction, and it may get an extra push from the zeitgeist brought about by the EU General Data Protection Regulation (GDPR). GDPR is designed to protect consumers and change the...

/ April 16, 2018

Solving for cross-device complexity with multi-touch attribution

I’m going to let you in on a secret: Marketers are human, too. Don’t tell anyone I told you. Because marketers are human, we understand the richness of the customer journey, from initial inspiration or yearning to final sale. But...

/ April 13, 2018