In the era of big data, businesses are recognizing the value of collecting vast amounts of information about their customers, operations and market trends. But, many still struggle to transform this data into actionable insights. This is where predictive analytics comes into play. Predictive analytics, a form of artificial intelligence, uses historical data and advanced…
Traditional marketing tracking methods like unique phone numbers and coupon codes are becoming less effective. With stricter privacy regulations and consumers gaining more control over their data, marketers have turned to digital attribution using pixel-based tracking. However, this method overlooks the full customer journey by focusing only on the last interaction before conversion. To better…
This week, technology company IRCODE introduced an image-scanning platform aiming to replace QR codes in video ads. The company uses a patented technology called Exact Match that lets app users scan physical displays like outdoor ads, and video and TV ads. After unveiling the technology, the company gave MarTech a peek at how the app…
Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative…
Data analytics is essential for marketers to understand and engage their target audiences. This is especially true when reaching distinct customer segments or attempting to broaden reach into new ones. For businesses serving — or seeking to serve — the U.S. Hispanic market, data analytics is invaluable for optimizing marketing programs to this demographic’s unique…
Fashion and beauty brands are often early tech adopters. Many are digital-native, forging tailored D2C digital strategies. And there are so many competitive brands that any innovation could give one an edge, especially as the busy holiday season approaches. Apparel and home decor retailer Tuckernuck, and beauty brand Kitsch, have adopted AI-powered tools in Meta’s…
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The focus of most B2B companies is developing products and services customers need. Selling them requires detailed customer information. It falls on marketing to get that data, usually via event registrations, website forms and the like. Sometimes that isn’t enough, which is why data enrichment providers exist. The types of data they can provide include…
As we bid Google Universal Analytics (UA) its final adieu, we caught up with Product Director of Google Analytics, Steve Ganem, about its successor — Google Analytics 4 (GA4). We wanted to know how it is meeting the needs of digital marketers, its privacy compliance, and what’s on the roadmap for enhancements. (The interview was edited…
Some 61% of digital marketers are still using third-party data, according to Salesforce’s latest State of Marketing Report. It also found problems with data activation, personalization and AI optimization. Although the percentage of marketers using third-party data is down from 75% in 2022, this illustrates a problem with finding reliable information. The top three data…