martech

During Shoptalk in Las Vegas last week, Israeli-company Adgorithms presented its case study with Italian lingerie brand Cosabella which decided to ditch its agency and bring digital in-house with assistance from AI marketing platform Albert. Albert is an artificial intelligence marketing platform designed to become a member of a brand’s

Adobe’s release of its advertising cloud will accelerate the conflation of advertising and marketing technology which has been accelerating already for several years. Martech providers like Oracle, Salesforce and Marketo will have to respond. Meanwhile companies like AdRoll, are driving the merger from the Adtech perspective. And beyond these technology companies, Google and

glossary

A clear understanding of the problem you are trying to solve leads to a more success implementation of marketing technology, says McKinsey and Company. According to the management consultants, the best-performing companies are investing in martech thoughtfully and working more closely with IT in a more agile way. Take our

Marketers must learn to speak the language of the boardroom if they are to demonstrate the value of martech to the bottom line and succeed into the future. That’s a key finding from a new piece of research released by Squiz. Called the State of Marketing Technology 2017, the report

Many marketers underestimate the investment in staff required to make the most of marketing platforms. Skills and capabilities ranked highly among the issues discussed by leading marketing and advertising technology vendors during a roundtable hosted by Which-50 late last year. Comments in this story are drawn from those discussions. Take

adtech

You’ve probably heard that 2017 is the year marketers are expected to overtake IT in technology spending. Gartner predicted this in back in 2012 (archived here), and although the prediction reads “by 2017” rather than “in 2017,” I think we can agree that was a pretty good call. Take our

Marketers need to “stop living a lie” and reassess the metrics they use to determine the success of their digital campaigns. That’s the view of Steve Lucas, the new CEO of Marketo, who stepped into the top job at the marketing software company in October 2016. Take our Which-50 reader

Marketing and advertising technology grew up in parallel. But the arbitrary distinctions of the past are becoming meaningless as marketers look for integration. The recent CMO of Tomorrow study released by ADMA and Oracle Marketing Cloud revealed that marketing executives are still grappling with integrating their marketing technology and advertising

Sure, six grand seems like a lot of money for a mountain bike, but look at that thing! Standing in the bike shop I’m silently enumerating all the many merits of this carbon fiber miracle and attempting to justify spending more on a bike than many people spend on a

digital leadership

Marketers must consider advertising technologies as integral to, rather than segregated from, their main operational technologies. That’s acording to Gartner’s Hype Cycle for Digital Marketing and Advertising, 2016. This year Gartner has combined digital marketing and advertising into one hype cycle report to reflect the need for marketers to consider