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Data’s 3D’s

When thinking about the critical dimensions of marketing technology, an effective marketer has three levers: Scale of the data Complexity of the data Speed at which the data can be evaluated For the last 20 years, the marketing technology (or MarTech) space has lagged behind advertising technology (AdTech) and financial technology (FinTech) in being able…

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Give ‘Em a Break: Let Marketing Analysts Do Their “Real” Job

Despite the fact that the enterprise is looking to grow their analytics ranks, finding and retaining world-class analytical talent is becoming a very hard task. This means more work falls in the laps of companies’ existing analysts, making their life hectic and—sometimes—miserable. This is a potentially deadly problem from organizations trying to compete in a…

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ABT – Always Be Testing: The Only Path to Success in Marketing

Last year, Facebook made a groundbreaking decision to forego significant ad revenue in favor of accurate measurement. Instead of a “one-size-fits all approach,” the debut of its conversion lift measurement helps advertisers determine conversions versus clicks. At its core, this includes a “test” group who see ads and a “control” group (think of it as…

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