Customer Data & Analytics Blog

6 Reasons Why Data-Driven Marketers Need a CDP

Chuck Leddy | 3 minute read

This post answers six questions B2B marketers often ask us about how an automated CDP can make their lives easier and their marketing efforts better.

Topics: Marketing Technology CDP Data Operations

Rightsize your martech stack with these 4 essentials

Chuck Leddy | 4 minute read

As of this writing, there are over 7,000 martech solutions available, compared with only 150 in 2011. Having a big martech stack isn’t that big of a deal anymore. If you’ve got the budget, you can purchase loads of martech to do just about anything. But going on a martech shopping spree will cost you more than money: it may disrupt your focus. Try telling your customers, “we’re too busy buying and implementing martech to focus on you,” and see how that goes. Martech exists to help your B2B marketing team drive improved engagement with customers.

Topics: Marketing Technology

Helping your CEO bring digital transformation to your company

Ariella Brown | 3 minute read

We’ve seen how the CMO and CIO have to come together to achieve optimal results from the marriage of marketing goals and technology. But there is also another key player in achieving the benefits of digital transformation, and that is the CEO. It’s important to get the CEO on board to realize the vision and to set up the four central components: culture, customer experience, change, and collaboration.

Topics: Marketing Technology

Common algorithms in marketing

Janet Wagner | 3 minute read

We recently published a blog post that highlights a number of open source libraries and tools data scientists in marketing should check out. Today we thought we would highlight several algorithms that are commonly used for marketing applications.

Topics: Marketing Technology

Who controls the marketing stack in 2019? The CIO or the CMO

Ariella Brown | 3 minute read

The position of CIO is synonymous with taking charge of the technology in a business. But recent shifts in marketing demands means CMOs may actually be spending more on technology than CIOs. Who’s in charge, and how should organizations set up the defined lines of responsibilities for selecting, implementing and managing the use of these technologies? The key is building a partnership between marketing and IT.

Topics: Marketing Technology