Month: February 2013

How formal should your marketing experiments be?

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 behind-the-scenes look at how several larger enterprises are integrating digital marketing more holistically into their organizations — raises the concern …

How formal should your marketing experiments be? Continue Reading »

Marketing Experimentation Risk Matrix

Marketing data: exploration vs. confirmation

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 which marketers use that data aren’t the same. Different data-driven activities change how you should think about data, manage it, …

Marketing data: exploration vs. confirmation Continue Reading »

Marketing Data: Exploration vs. Confirmation

The blurring of agencies, software vendors, and IT shops

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 they quickly point out that some of the biggest disruption resulting from these acquisitions hasn’t been in the enterprise software …

The blurring of agencies, software vendors, and IT shops Continue Reading »

Service Providers in the EMM Stack

Data is marketing’s gateway drug to software fluency

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. There’s an illusion that data-driven marketing can thrive independent of any deeper engagement with the technology that generates or harnesses …

Data is marketing’s gateway drug to software fluency Continue Reading »

The Circle of Life of Data

Moving a blog is quintessential marketing technologist work

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 of work for which marketing technologists are ideally suited. The blog itself is a marketing mission. There are all kinds …

Moving a blog is quintessential marketing technologist work Continue Reading »

Theory vs. Practice

5 years worth of marketing technology geekery

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 in fixing up the place a little. First, a fresh coat of paint. I commissioned a logo to give the …

5 years worth of marketing technology geekery Continue Reading »

5 Years of Chief Marketing Technologist

Want to Receive New Articles by Email?

Subscribe to our newsletter to receive our latest articles directly to your inbox!

Subscribe

This field is for validation purposes and should be left unchanged.