Marketing Innovation Blog

Marketing tech stack disarray is harming customer experience. Here’s how to fix that.

Do me a favor. Take a second and count how many different tools, apps, systems, and platforms you use to track your customer’s journey. It’s a lot, right? And you’re not alone. A quick look at the marketing tech stacks that companies submitted to the 2018 Chiefmartec.com Stackies Awards shows that most operational marketing ...

Thank You (Upfronts), Next (with apologies to Ariana Grande)

Thought we’d draw in Millennials, But broadcast just isn’t a match. Wrote some big checks to the networks,Now we shake our heads and question all that‘Though we’ve been married (since 1962),And last year spent $70 billion,We’d like to hit the pause button,‘Cause viewership’s sinkin’. Like Ariana Grande, we have learned from but are outgrowing broadcast ...

Launching Authenticated Traffic Solution to Democratize People-Based Identity for Publishers

The publishing business has changed tremendously in the last decade. Readership patterns, and degraded business models have disintermediated many publishers from their readers. The effects of these changes are currently amplified by poorly crafted legislation, unilateral policy changes by browsers, and consumer engagement shifting to new formats. We believe it is every publisher’s right ...

Data-Driven Marketing: Leveraging the Power of Data to Achieve Marketing Goals

Recently, I had the pleasure of participating on a panel at the Criteo Commerce Forum. I had a great discussion with Criteo’s Vice President of Global Strategic Initiatives, Tim Rogers; and DICK’s Sporting Goods’ Manager of Digital Media, Bill Noel, about collaboration across the industry and how brands can work with best-of-breed platforms to ...

Identity Resolution and the Changing Ecosystem

It’s no secret—the martech and adtech industries are becoming incredibly complex to navigate. In an ever-changing ecosystem, marketers and advertisers are continually playing catch-up with the latest shifts in platform and technologies. With so many disparate pieces to the puzzle, integrating across media, technology, and systems of record is even more critical to creating ...

Three Questions Every B2B Marketer Should Ask Before Using Third-Party Data

May 16, 2019
Spencer Smith

The best marketers don’t just settle for their own view of the world, they aim for a view of the world as it really is. That’s why third-party data is so important for B2B marketing. But like any new tool or tactic, if you want to get real value from third-party data, you need ...

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