Category Archives: Marketing Technology

How experimental marketers can drive martech utilization

Explore the role of experimental marketers in maximizing martech stack value. Ana Mourão on October 2, 2023 With martech utilization plummeting to 33%, CMOs and their teams must maximize their stack’s value before seeking budget increases or new additions. Several factors can lead to stack underutilization, including scope issues, viewing investments as costs or inadequately supported … Continue reading How experimental marketers can drive martech utilization

Marigold unveils all-in-one relationship marketing solution

It brings together email, omnichannel marketing, SMS and loyalty technology with integrated zero-party data and personalization tools. Constantine von Hoffman on September 19, 2023 Marigold has unveiled a comprehensive relationship marketing solution, designed to achieve hyper-personalization at scale while navigating complex privacy and deliverability challenges. “Relationship Marketing is a long-term strategy focused on the customer … Continue reading Marigold unveils all-in-one relationship marketing solution

Martech implementation: 3 tips for cross-functional alignment

Seeking commitment and getting alignment are critical to ensure teams understand how the new solution will transform the way they work. Talisha Padgett on August 28, 2023 Martech is cross-functional by definition. Yet, I’m stunned at how many people talk about implementing martech on their own or only within their team. This may result from … Continue reading Martech implementation: 3 tips for cross-functional alignment

Preparing for marketing mix modeling: What you need to know

Google Analytics 4 is of limited use for attribution modeling. That’s where marketing mix modeling comes in. Katie Robbert on August 25, 2023 Do you see more “unassigned” and “direct” traffic in your Google Analytics account even if you’re careful with your UTM tagging? That’s because data privacy regulations protect the users visiting your website. … Continue reading Preparing for marketing mix modeling: What you need to know