background preloader

Marketing technology

Facebook Twitter

Microsoft: ‘CMOs are not comfortable with the growing role of tech’ - Marketing Week. There has been an explosion in the marketing technology available to marketers.

Microsoft: ‘CMOs are not comfortable with the growing role of tech’ - Marketing Week

The latest estimate from chiefmartech estimates that in 2016 there were 3,874 martech solutions, double the previous year. This year’s estimate, due out later this month, is likely to tell a similar story. This is a concern for Microsoft’s US marketing chief Grad Conn. Ad Fraud Declines Offer Hope as Marketers Fight Sophisticated Bots - WSJ. Marketers are starting to make progress in their fight against advertising fraud, reversing an upward trend that has plagued the growing digital ad business, according to a report from the Association of National Advertisers and the ad fraud detection firm WhiteOps.

Ad Fraud Declines Offer Hope as Marketers Fight Sophisticated Bots - WSJ

Economic losses due to bot fraud are projected to amount to $6.5 billion globally in 2017, down about 10% from the $7.2 billion estimated for 2016, according to the latest Bot Baseline report. Microservices Make Inroads: Replacing the CMS Monolith. The term microservices is quickly evolving from an esoteric topics discussed only among gearheads or "stackers" to an increasingly important enterprise issue.

Microservices Make Inroads: Replacing the CMS Monolith

In simple terms, microservices is the decomposition of services and software into smaller and more portable components. When we first explained it, the concept was taking root among software developers but not yet among enterprise IT administrators and system operators. Adobe Summit Retrospective: Building a Stronger Cloud? LAS VEGAS — Adobe defended its cloud-hosting capabilities for web content management and the integration story of its marketing cloud, telling CMSWire it embraces microservices and APIs for development and integrations.

Adobe Summit Retrospective: Building a Stronger Cloud?

Tim Waddell, director of product marketing for advertising solutions at Adobe, told CMSWire during last week’s Adobe Summit at the Venetian Hotel here that Adobe focuses on integrating its acquisitions. “We’ve had our struggles and we’ve learned from our mistakes here and there," Waddell said. "But the focus is on making sure advertising works with analytics, for instance, and how truly simple or turnkey it is for a customer to do it. That’s been the No. 1 thing. How Machine Learning is Upending Marketing. A marketing makeover is underway.

How Machine Learning is Upending Marketing

Machine learning is shaking up standard practices and enabling radical improvements around personalization, customer segmentation, and campaign performance.1 For early adopters of machine learning, statistics show they are edging out their competitors and creating impossible-to-ignore customer engagements. Machine Learning Gets Results Predictive marketers who use machine learning are 2.9 times more likely to report revenue growth at rates higher than industry average, according to a Forrester Research study. eMarketer. Why Do Engineers Hate Marketing? Have you heard about the lost balloonist?

Why Do Engineers Hate Marketing?

A man is flying in a hot air balloon and realises he is lost. He reduces height and spots a man down below. He lowers the balloon further and shouts: “Excuse me, can you help me? I promised my friend I would meet him half an hour ago, but I don’t know where I am.” The man below says: “Yes. 7 characteristics of engineers that great marketers should have - Amplifinity.

Originally published in CMO.com I often get double-takes when I reveal to other CMOs that I was a biomedical engineer in my previous life.

7 characteristics of engineers that great marketers should have - Amplifinity

After almost a decade as an engineer, I grew restless. I went back to school to earn my MBA and discovered there was a lot more to marketing than what influencers had told me. I reinvented my career and worked my way through almost every part of marketing: product management, product marketing, campaign management, social strategy, branding and communications and now am a CMO at a growing SaaS company. Marketing vs. engineering: Which one is full of crap? (Vooza) The Expert (Short Comedy Sketch) Infographic: The 2016 Marketing Technology Landscape. Eight DMP questions marketers should ask. Cameron Strachan It doesn’t matter your size, industry, or revenue – all marketers want to make the most of audience information and data to support relevant communications and offers.

Eight DMP questions marketers should ask

Executing on this strategic thinking starts with a solid data management strategy. NAB, Westpac and Qantas invest in Data Republic. Westpac Reinventure co-founder Danny Gilligan, Todd Forest, NAB Ventures, managing director, Paul McCarney, co-founder and chief executive, Data Republic and Vaughan Chandler, executive manager, Qantas Loyalty Photo: Damien Ford National Australia Bank, Westpac Banking Corp and Qantas have taken stakes in Data Republic, a Sydney-based start-up that has designed a platform which allows companies and government to exchange data in a secure environment.

NAB, Westpac and Qantas invest in Data Republic

The deal indicates some of Australia's largest companies are considering sharing data with each other to enhance service delivery but under strict controls to protect customer privacy. NAB, Westpac and Qantas have invested a combined $10.5 million into Data Republic's recent Series A equity fundraising round. The stakes were acquired through Qantas Loyalty, NAB's venture capital fund, NAB Ventures, and Westpac's venture capital fund, Reinventure Group.

Data Republic - Secure Data Exchange. Facebook closes sales loop; takes a bite out of the cookie. Facebook's Atlas has doubled-down on its measurement capabilities, with the social giant announcing businesses can now compare offline point-of-sale (POS) data to that of Atlas' data to get an accurate picture of the path to purchase.

Facebook closes sales loop; takes a bite out of the cookie

These new 'Offline Actions' and 'Path to Conversion' tools will allow marketers to put real data behind their digital and mobile spend, that goes beyond the cookie, and Facebook expects this will lead to an increase in spend in the space. Mobile adspend in the US is set to hit $42 billion this year, equating for 21.6% of total media ad spending, with those numbers tipped to grow substantially over the next three years. In 2019, it's predicted that spend on the medium will grow to $65.4 billion and to 28.9% of total media ad spending. AT&T Plans to Sell Linear TV Programmatically. AT&T Inc. T -0.16 % says marketers will soon be able to buy ads on linear TV in 26 million homes using Web-like software and data targeting. Through a partnership with the ad technology firm Videology, AT&T plans to introduce what it’s referring to as a “private marketplace” for a select group of advertisers. Using Videology’s programmatic ad buying software, these advertisers will be able to buy linear TV ads on a wide range of cable networks in households that subscribe to AT&T’s U-Verse service or DirecTV, starting in the third quarter.

Everything You Wanted To Know About Marketing Operations But Were Afraid To Ask. 7 Web CMS Trends for 2016 and Beyond.