Topic | Data

Experience, personalization and data are taking center stage in marketing, according to IBM's latest Global C-suite report.

Marketing automation is helping Amplify Credit Union maximize online engagement with members and improve lead gen efforts.

The EU’s General Data Protection Regulation (GDPR) isn’t going to make your job easier. Here's what marketers need to know to weather the changes.

Here are four things that could improve if marketing approached things from a science-first perspective.

In B2B, lead generation and lead nurturing are vital. But if those activities don’t ultimately result in conversion, well, there’s just no point.

Today's B2B ecommerce models go beyond automated ordering systems, putting more emphasis on relationships and less on transactions.

Causation and correlation may sound alike but are very different. The distinction is critical to effective marketing, as confusing these ideas can lead to costly mistakes

To see where you stack up and identify your aspirational next-steps, compare your company to the best practices of industry leaders in these four critical data and technology readiness areas.

The trick to personalized marketing is figuring out what message to send and when. For that, you need advanced analytics to predict customer-buying interests and inclinations. The problem is that’s impossible.

Properly assessed and skillfully deployed data can give marketers better visibility into past, present and future customer behavior with a reasonable sense of accuracy. But only by gauging the health of our data using a structured process do we have a chance of successfully harnessing this incomparable resource. All companies face four critical issues addressable…