Category: Martech Column

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

Where software innovation is needed today: Martech

A senior-level executive asked me for advice the other day. For the past 15 years, he had worked for a company that sold software to publishers and loved the challenge of helping to invent a new industry. But as the...

/ April 13, 2018

Time for brands to take customer data personally

Seven in 10 consumers expect a personalized experience from the brands they encounter, according to a survey of 3,000 Americans and Britons that Conlumino conducted in 2014. While that’s not shocking, this need for personalization can impact a customer’s loyalty and...

/ April 10, 2018

How the acceleration of AI will drive digital transformation: Automation and personalization

As the digital world continues to shape and consume the physical world, the scope of digital transformation within businesses keeps expanding. We are in an era of unprecedented opportunity, and much of the growth we experience over the next decade...

/ April 9, 2018

President Trump: Save us from the GDPR horror show

Donald Trump was elected president based in part on his commitment to slash regulations on American business. And he’s kept that promise, as he points out frequently. Given that focus, how could he have missed the General Data Protection Regulation...

/ April 5, 2018

Smart marketing still hinges on humanity, not technology

Remember what life was like before we had smartphones? We flipped through inches of white pages without a thought, carried impossible-to-fold maps wherever we traveled and never left home without pocket change. Now, it seems as if we think everything...

/ April 4, 2018

#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

I’m going beyond B2B marketing tactics in this column to challenge all of us, including myself, who can easily get stuck in the day-to-day grind, heads down. Physicist, cosmologist and author Stephen Hawking died last month. There are so many...

/ April 3, 2018

The future of retail is Generation Z-dependent — and martech is the way to reach them

By now, it’s no secret that Gen Zs (born between the mid-1990s and the mid-2000s) value individuality, innovation and creativity above all else — especially when it comes to their purchasing habits. Despite their short attention spans, Gen Zs are...

/ April 2, 2018

Building an AI mindset: Time to identify and develop skill sets now

The more I’ve had the opportunity to explore this concept of the martech mindset, the more I’ve realized how important it is that we shift our thinking to view artificial intelligence (AI) as an evolution rather than as a revolution....

/ March 23, 2018

Why marketers finally stopped talking about ABM (and started practicing it)

ABM is growing up. It’s gone from a buzzword B2B marketers couldn’t quite make sense of to a strategy that’s becoming more and more ingrained in our daily lives. Nowadays, marketers aren’t asking “why ABM,” they’re asking “how ABM.” How...

/ March 23, 2018