martech

Marketing technology now takes up almost one third of CMO’s budgets and marketings leaders are still struggling to align marketing metrics with business priorities. These are two key takeaways from Gartner’s 2018-2019 CMO Spend Survey. According to the analysts, marketers spend on average 29 per cent of their budget on

Brands will spend just shy of $100 billion on marketing technology (martech) this year, with money to fund the expansion being pulled from traditional media activity. That’s a key finding in a new report from WARC and Moore Stephens. According to the study, “Martech budgets have increased by 44 per cent

Steve Lucas, Marketo, Marketing Nation

Adobe is in negotiations to buy Marketo, according to sources for Reuters. Marketo is owned by private equity firm Vista Equity Partners, which took the company private two years ago. According to Reuters, if a deal is reached it would be worth significantly more than the $US1.8 billion — a 64 per

Marketing operations platform Simple has raised $17 million to roll out its new Intelligent Marketing Platform globally. The round was led by retail rich lister Brett Blundy’s BBRC Private Equity, with existing investor Perle Ventures also increasing its investment in the martech company. Sign up to Which-50’s Digital Marketing Newsletter

We wanted to help marketers understand how streamlining their marketing workflows saves time. So we created a marketing workflow to describe the process of creating a marketing workflow. Then we asked one of our consultants to streamline it (see what we did there?). This is what happened. But before we

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

Brand versus performance marketing

If you want to see an insurgent digital company that ticks all the boxes of contemporary Internet nomenclature, it would be hard to go past Zuper. An innovative fintech, its members sit at the core of the business, crowdsourcing the expertise needed to pick trends, build products and even help

For two decades, the marketing and advertising technology industries have built increasingly sophisticated and integrated solutions for marketers and agencies based on the assumption of a largely uninterrupted flow of data from both inside and outside organisations. Marketing technology (MarTech) often relied on personally identifiable data, while advertising technology (AdTech)

smartphones

The field of data management is rife with acronyms for solutions that can seem vague like Customer Data Platform (CDP), Data Management Platform (DMP) and, in our case, Master Data Management (MDM). This is not exactly what I imagined I would be obsessing about as a marketer at this point

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