MarTech Today - Online Marketing

Why real-time attribution is (mostly) irrelevant, and what to do instead

To get the most out of your marketing attribution, contributor Alison Lohse believes right-time insights are far more important than real-time data.

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The former CMO of Eloqua, Brian Kardon, likes silos of data — as long as they have porous walls and are connected by unique identifiers.

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AI-based tools are changing quickly, says Tony Byrne, so the best strategy is to have your data and content in good shape.

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The new report focuses on 18 selected tools that segment, test and deliver content, emails and recommendations to individuals or customer segments.

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The New York City-based company says this is the first forward-looking quality score.

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That’s one of the possibilities raised by the recent announcement of a multilevel alliance between the two companies.

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For Mayur Gupta, everything a digitally based brand does revolves around understanding what the customer needs, and when.

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The research firm expects social management vendors, DSPs and marketing clouds will build their own or buy many of the standalone providers.

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Now generally available, its platform puts in-content links out for programmatic bid, allowing retailers to outbid Amazon for a given product.

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The company says this is the first to allow management of multiple campaigns between an unlimited number of businesses.

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The new publication is the latest effort by IAB to make podcast advertising part of mainstream marketing.

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