How formal should your marketing experimentation programs be? That was the question I was asking myself looking at the above “test definition brief” that was included in a report jointly produced by Google and the Marketing Leadership Council: The Digital Evolution in B2B Marketing. The report — which I think is terrific overall for a […]
How formal should your marketing experiments be? Read More »
There is tremendous excitement around data-driven marketing. A whole catalog of data-related phrases are echoing throughout the marketing world: big data, data mining, data science, data exchanges, data management platforms, controlled experiments (“big testing“), analytics, metrics, dashboards, etc. But the data driving all these different activities isn’t quite the same. Or, more accurately, the contexts in
Marketing data: exploration vs. confirmation Read More »
The Jordan Edmiston Group, Inc. (JEGI), a leading investment bank in the marketing and media space, recently released a new report on the enterprise marketing management (EMM) stack. They start by noting that from 2010-2012, four companies (“The Big Four”) have invested over $20 billion in marketing technology M&A: Adobe, IBM, Oracle, and Salesforce. But
The blurring of agencies, software vendors, and IT shops Read More »
In observing the language that CIOs and CMOs alike keep using around the big data bubble — where both parties seem ready to acknowledge that marketing is in the hot seat for making productive use of data — I’m starting to conclude one of two things: “Data” is a euphemism for all application-level marketing technology.
Data is marketing’s gateway drug to software fluency Read More »
Migrating a blog from one platform to another reminds me of the saying: “In theory, theory and practice are the same; in practice, they’re different.” In the process of moving this blog from Typepad to WordPress — on the occasion of our 5th anniversary — I was struck by how this is exactly the sort
Moving a blog is quintessential marketing technologist work Read More »
This month marks the 5th anniversary of the launch of this blog. The momentum that has grown around these topics of marketing technology management, marketing technologists, marketing software, marketing data, agile marketing, etc., has been incredibly exciting. Thank you for reading, sharing, and contributing. On the occasion of this 5th anniversary, I decided to invest
5 years worth of marketing technology geekery Read More »
