As we put a bow on 2018 and unwrap a shiny new 2019, we anticipate the continued adoption, maturity, and effectiveness of autonomous marketing, advanced analytics and artificial intelligence. By 2023 (Gartner predicts), these techniques and solutions will squash some persistent marketing questions, including:   Did it work? Marketers are


Attribution will continue to remain aspirational in 2019, according to Kieley Taylor, Managing Partner, Global Head of Social at GroupM. But brands may be able to learn from China’s largest social media network, WeChat. The Chinese app has evolved far beyond messaging and is used to facilitate banking and payments,

In a world of multichannel marketing, and as more dollars shift into digital marketing, it is important that brands genuinely understand where their marketing is having the most effect. However, while the impact of individual campaigns can be measured down to the level of clicks and impressions in micro moments,

Adobe will apply its artificial intelligence technology from its Sensei program to solving one of the most intractable marketing problems – multichannel attribution. Few marketers apply any sophistication to their attribution today beyond the first and last click. According to Adobe Executive VP and GM, Adobe Experience Cloud, Brad Rencher, “In

Attribution, ROI

As brand advertising takes on more of the characteristics of performance, inevitably there will be a push to more directly attribute sales to a category of marketing spend that has avoided such scrutiny in the past. We asked sell and buy-side marketers around the region how likely this is. The future of advertising is

Steve Lucas, Bizible, Marketo

In the largest acquisition in the company’s history, martech company Marketo has acquired Bizible, a provider of marketing performance management software. The acquisition combines two companies with complementary technologies and analytics, designed to allow organisations to seamlessly link revenue back to marketing investment. The announcement was made on stage in front

lightbulb, data

CMOs need to have a solid grasp on marketing technology and be able to show a return on their investments. That’s the view of Adam Howatson, the CMO of Canadian enterprise software company OpenText. After 16 years with OpenText and three and half as CMO, Howatson is leaving the company

Marketers still need to get a lot smarter when it comes to attribution. Current understanding of the issues remains limited, and it is a problem that is undermining confidence in the industry, according to Matt Prohaska, CEO and Principal of Prohaska Consulting. “Too many marketers still keep score from their

The vast majority of marketers are now using attribution modeling. However, most still struggle to act on the insights their models reveal. That is a key finding of the 2017 State of Marketing Attribution report by performance marketing business AdRoll, which conducted the study in partnership with Econsultancy. Among the

The folks at Facebook will be talking about what it calls ‘people-based advertising’ a lot as the social media giant goes about pocketing more digital advertising dollars. Take our Which-50 reader survey and go into the draw for a chance to win a pair of Sony H.ear Bluetooth headphones or