martech

Ad retargeting business AdRoll has rebranded as NextRoll, a marketing and data technology company. At the beginning of last year the company refreshed its brands as a ‘growth platform’ after it laid off most of its Australian staff in late 2017. The business, which will still offers its retargeting capabilities,

While a strong partnership between CMOs and CIOs is seen as critical to success, few do it well according to new research from Forrester. Download: Strategy First – How marketers can avoid common technology pitfalls and drive real ROI CMOs have emerged as key decision makers and technology buyers as

From time to time, CMOs revisit their martech strategies to either better utilise the brand’s data assets or improve marketing execution to deliver ROI. In the Which-50 and Cheetah Digital whitepaper, How marketing can avoid common technology pitfalls and drive real ROI, the authors spoke to a number of marketers who told

Marketers are unhappy with the level of integration between the different technology tools they use to do their jobs. It’s an issue Which-50 has been interrogating with marketing executives, experts and analysts over the last three months, as we’ve tried to understand what’s driving a level of frustration with marketing

The complexity that comes with the growing martech marketplace is being mitigated by an increasingly popular “platform ecosystem” approach, according to Scott Brinker, one of the industry’s eminent voices. Sign up for Which-50’s Irregular Insights newsletter Brinker,  VP of Platform Ecosystems at CRM SaaS provider Hubspot, argued the point at

IBM’s marketing and commerce software offerings, which were sold to private equity firm Centerbridge Partners in April, are now a standalone company called Acoustic. Unveiled this week, Acoustic is positioning itself as “the largest independent marketing cloud” which will be led by an experienced team including former IBM executives. Sign

Cheetah Digital, Wayin logos

Independent marketing software company Cheetah Digital has acquired Wayin, a tool for opt-in data collection and activation. Wayin specialises in what the company calls zero-party data, defined as the information a customer intentionally and proactively shares with your brand. Sign up to Which-50’s Digital Marketing Newsletter This is considered distinct

Marketing data consultancy Venntifact is launching a training and enablement division in response to a shortage of talent in the industry. Venntifact’s first course, Martech Toolkit for Digital Professionals, is available to Australian marketing and technology professionals who want to build hyper-relevant technical and strategic business skills across emerging technologies.

Marketers have moved beyond the carpet bombing approach that typified early practice in digital channels and now typically focus on customer experience in a targeted way. But the myriad of technology used to deliver it is still causing headaches and some of it at the bleeding edge is threatening to

The world of digital, marketing and technology is evolving at an exponential pace and marketers are trying to keep pace or make sense of the rapid changes. Among the questions they are trying to answer are: How they should incorporate the new channels/technologies/capabilities as part of their marketing mix? Does