A quick tour of measurement for video campaigns

Video Metrics Cycle

The following is a guest post by Steven Wastie, the CMO of Origami Logic. His epic Periodic Table of Marketing Signals guest post was one of our most popular ones this year. Video is an effective mechanism for amplifying a brand message and engaging with consumers in ways that “connect” with them. In a recent […]

The Customer Experience Operating System (CX-OS)

The Customer Experience Operating System (CS-OX)

The following is a guest post by Gerry Murray, research manager for IDC’s CMO Advisory service and a popular speaker at the MarTech conference. All images in this post are courtesy of IDC. In the early days of the martech industry, every application had to be a standalone solution. In addition to the execution environment […]

Gartner shares latest data on enterprise marketing tech spend

Marketing Technology Spend in 2016 by Gartner

Looking for the latest data on enterprise marketing technology spend? Look no further. Gartner recently released their CMO Spend Survey 2016-2017. It’s already been in the news because their report showed that marketing budgets climbed for another consecutive year, now up to 12% of total company revenue. It’s also received due fanfare because it shows […]

6 marketing clouds walk into Dr. Watson’s psychology lab at MarTech

Salesforce Marketing Cloud Analyzed by IBM Watson

One of the more amusing moments at MarTech Europe in London was when Jeremy Waite — currently a strategic marketing evangelist at IBM, but previously with Salesforce Marketing Cloud and, before that, Adobe Marketing Cloud — presented the results of an experiment he conducted with IBM Watson. To answer the question, “Why Are All Marketing […]

Marketing technologist study reveals digital business transformation

Marketing Technologist Study

Back at the MarTech conference in San Francisco this past March, we conducted a study of marketing technologists with SapientNitro. After analyzing the data, Sheldon Monteiro, the global CTO of SapientNitro, and his team finally released their report from that research this week. It’s a terrific report — well worth the wait! You can download […]

Martec’s Law: the greatest management challenge of the 21st century

Martec's Law

Three years ago, I described a conundrum that I dubbed Martec’s Law: Technology changes exponentially, but organizations change logarithmically. As shown in the graph above, we know that technology changes at an exponential rate. This is the phenomenon of Moore’s Law — and, more broadly, Kurzweil’s Law of Accelerating Returns. But we also know that […]

The State of Marketing Technology 2017 (hint: best-of-breed is big)

Best-of-Breed Marketing Technology Stacks

I’ve just returned from MarTech Europe in London, which was an incredible experience. I am immensely grateful for all of the amazing speakers who shared their insights and experiences with us — from ABB to Unilever — and I’ll have more to report from that event soon. But first: the opening day of MarTech Europe coincided […]