Attribution Archives - Marketing Tech News

Digital marketing skills show positive growth but sector demands outpace professional development

Duncan MacRae — Tue, 24 Oct 2023 14:09:58 +0000

Core digital skills marketers rely on have improved but that the growing demands of new and evolving technologies are contributing to a skills gap across the majority of industries. This is according to research published by the training body Target Internet, in association with the Chartered Institute of Marketing (CIM). This year’s report analyses data... Read more »

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LinkedIn snaps up Oribi to accelerate attribution technology capabilities

Duncan MacRae — Tue, 01 Mar 2022 14:23:31 +0000

LinkedIn has entered into an agreement to acquire Oribi, an Israel based marketing analytics company, to further help customers gain actionable insights, make smarter decisions and drive business results. Through the integration of Oribi’s technology into our marketing solutions platform, LinkedIn said its customers will benefit from enhanced campaign attribution to optimise the ROI of... Read more »

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Setting the bar as a trusted brand

Duncan MacRae — Tue, 15 Feb 2022 19:28:34 +0000

The consumer packaged goods (CPG) industry is a tough one. Highly competitive, crowded, and frequently driven by price. Now producers are being put under even greater pressure, as consumers increasingly only want to buy from brands that they feel align with their own values. With people becoming more aware of what they are putting into... Read more »

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The end of third-party cookies: How it will affect advertisers and publishers

Yaroslav Kholod — Tue, 20 Apr 2021 12:18:58 +0000

Longread Chrome and Chromium-based browsers will stop supporting third-party cookies in 2022, which will affect everyone in the advertising industry. Traditional digital advertising and monetisation methods will become less effective or even stop working altogether. In this article, I’ll explain why third-party cookies are getting canceled, how this will affect publishers and advertisers, and what... Read more »

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Let’s be direct: Why supply and demand needs to move closer for programmatic

Pierce Cook-Anderson — Tue, 16 Feb 2021 11:33:26 +0000

Bringing transparency to the programmatic supply chain has been on the digital advertising agenda for some time, but the ad budget constraints of 2020 combined with ISBA’s revelations around the ‘unknown delta’ have propelled it to the top of the industry’s wish list. As 2021 continues, there is widespread determination to resolve transparency issues once... Read more »

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Why it’s time to tailor your omnichannel marketing strategy to fit the now

Bruce McMeekin — Tue, 26 Jan 2021 11:37:32 +0000

The Covid-19 pandemic has profoundly altered consumers’ needs. Specifically, customers who once settled for basic customer service now crave brands that make them feel valued, safe, and happier. Adjusting omnichannel marketing strategies to adapt to changing needs is always important, and now it is essential for building brand preference and loyalty. Companies that instinctively pivot... Read more »

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Three key predictions for marketing orchestration technology in 2021

Manish Dudharejia — Wed, 06 Jan 2021 14:07:06 +0000

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year – and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year? According to... Read more »

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John Mellor, CSO, Domo: The lesson learned from Adobe CEO Narayen which shaped my thinking on strategy

James Bourne — Wed, 16 Dec 2020 10:50:59 +0000

John Mellor, chief strategy officer at cloud business intelligence (BI) platform provider Domo, learned a valuable piece of advice on strategy from his former CEO at Adobe, Shantanu Narayen. The tip has stayed with him ever since. “We were doing a strategy presentation one year and I had these beautiful slides I was so proud... Read more »

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Scott Brinker: “Times are stressful, but this is the state of modern marketing now – let’s just embrace it”

James Bourne — Wed, 02 Dec 2020 12:25:18 +0000

The Marketing Technology Landscape, the ultimate who’s who of the martech space from social to data and everything in between, is otherwise known as the Martech 5000. Yet that moniker, while memorable, soon became a touch mistaken as ever more companies joined the party. For the 2020 edition, published in April, there are now 8,000... Read more »

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WTF do B2B tech marketers do when the world is WFH?

Justin Ellis — Tue, 01 Dec 2020 10:01:03 +0000

Technology has really come into its own this year, with broadband straining under the enormous pressure of back-to-back Zooms (“You’re on mute…”), a massive rise in online shopping, and the digitisation of so many parts of our lives. Lenin’s famous quote, “There are decades when nothing happens; and there are weeks when decades happen” has... Read more »

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