MTA's "BEST OF...."COMPILATION SERIES 2017 -18

© 2018 All Rights Reserved. MarTech Advisor.

DATA-DRIVENMARKETING SPECIAL

CHITRA IYEREDITOR-IN-CHIEF, MARTECH ADVISOR( ) LinkedIn

Chitra

Welcome to the seventh of our “Best Of…’compila�on series. Every

month as we sit over our content strategy, we are stuck by how

much valuable, awesome content we have built over the years for

each of our martech categories. And we wanted to share that back

with our audience in a fun, quick read that highlights the best of

category over the year. With over 1000 prac�cing professionals

contribu�ng as Guest Authors, more than 300 interviews with

CMOs and CXOs, and literally thousands of features and news

stories, it is a hard pick indeed. So, if we have missed any par�cular

piece that you happened to love, we apologize. Tell me which

category you want to see in the next issue by emailing me:

chitra.iyer@martechadvisor.com @MoreMarInTech or tweet me

and I'll try and make your wish my command!

Enjoy this compila�on.

Note from the Editor

CONTENTS

Page 1 - 3Guest Author Ar�cles 1

Page 5 - 7Best of Martalk Execu�ve Interview Series3

Page 9 - 10Top Picks from our Staff Writers5

Page 11From the MTA News Desk6

Page 12About MTA 7

Page 4Category Expert Insights2

The CDP Explainer Series By Martech Advisor

Page 84

GUEST AUTHOR ARTICLES Welcome! Here’s our top Data-Driven Marke�ng collec�on, the best of snippets, quotes, stats and highlights from MTA Guest Posts, Interviews, Research, Features and News.

Consumer-facing companies have had a head start inleveraging analy�csto increase marke�ngROI, but they aren’t the only marketers who can benefit; B2Bcompanies have also seen great success using data-driven marke�ng strategies.

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80% of CEOs believe that they are delivering a superior experience to their customers. The reality? Only 8% of their customers agree.

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Leveraging Big Dataand Analy�cs to Drive B2B Marke�ng Strategy

By Kevin Cunningham, CEO of MRP

X-Data and Closing the Experience Gap

By Ryan Smith,CEO of Qualtrics

5 Reasons Why Centralizing Your Marke�ng Data Should Be A Top Priority

, CMO at Datorama, explains how today’s marketers are taking on Leah Popemore responsibili�es and are being held more accountable in their roles, every day. The transi�on from a cost center to an engine of growth is well underway. Read on…

GUEST AUTHOR ARTICLES

What is a Customer Data Pla�orm and What are the Benefits?

, Marke�ng Director at BlueVenn, explains how Inves�ng Anthony Bo�bolin a Customer Data Pla�orm (CDP) has significantly improved the efficiency and efficacy of marke�ng departments from many different ver�cals. But what can a CDP do, how have they helped, and what could a CDP do for you? Let’s find out. Read on…

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B2B Data has a Marke�ng ProblemRead more...

By ,Raviv TurnerCEO of CaliberMind

Data-Driven B2B Marke�ng: 4 Keys toSuccessRead more...

By ,Stephen KrausChief of Insights - SimilarWeb

A Modern Formula forData-Driven Marke�ngRead more...

By ,Anil KaulCo-Founder and CEO, Absolutdata

More Top Performing Data-Driven Marke�ng Ar�clesGUEST AUTHOR ARTICLES

Understanding Dark Data in the context of Customer ExperienceRead more...

By ,Yaagneshwaran GaneshDirector of Marke�ng - Fiind

Data Mone�za�on Tac�cs: Making the Most of Your ‘Wasted Data’Read more...

By , CEO at SisensAmir Orad

The Internet of Things Is Changing the Way We Gather Customer InsightsRead more...

By , Vice President of Rick KellyProduct, FUEL CYCLE

How Marketers Can Address Data Challengesthat Ruin Marke�ng PerformanceRead more...

By , CEO at VelocidiDavid Dunne

Unifying Your View of the CustomerRead more...

By , Mark FloisandChief Marke�ng Officer - Coveo

10 Reasons Why Tradi�onal BI Doesn’t Work for Marke�ngRead more...

By , CMO at DataromaLeah Pope

Future of AI for B2B Marke�ngRead more...

By ,Amnon MishorChief Technology Officer - Leadspace

Compe��ve Intelligencefor Strategic Decision Making: Are you MissingSomething?Read more...

By , Editor-in-Chief, Chitra IyerMarTech Advisor

Forget Your Compe�tors: Try Customer-Driven Innova�onRead more...

By , Pascal BensoussanChief Product Officer - Reputa�on

It’s Time for Marketers to Start Caring About Website SecurityRead more...

By , Director of Edward RobertsProduct Marke�ng - Dis�l Networks

Petabyte, Exabyte, Ze�abyte: Welcome to the Age of Extreme DataRead more...

By , Vice President Andy SmithMedia and Sales - GeoSpock

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Anand ThakerCategory Advisor for Big Data

and AI, MarTech Advisor

CATEGORY EXPERT INSIGHTS2

Widely recognized expert in marke�ng technology and analy�cs. Independent consultant since 1987, specializing in marke�ng trends, technology strategy, product requirements, and vendor selec�on. David Raab is a consultant in marke�ng technology evalua�on and analy�cs. He is Principal at Raab Associates Inc., which publishes the B2B Marke�ng Automa�on Vendor Selec�on Tool. David is also the Founder of the Customer Data Pla�orm Ins�tute (CDPI) and has wri�en hundreds of ar�cles for industry publica�ons. Many of these are available without charge at www.archive.raabassociatesinc.com Mr. Raab can be reached at draab@raabassociates.com

David RaabCategory Advisor for Customer Data

Platforms, MarTech Advisor

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What's Next for Customer Data Pla�orms? New Report Offers Some Clues Read on…

Do Customer Data Pla�orms Need Iden�ty Match? The Answer May Surprise You Read on…

Anand Thaker is a leader, builder and advisor in marke�ng technology and growth strategy. His 15-years of experience includes marke�ng, sales, data, analy�cs, and intelligent systems/AI. He is the founder of decision intelligence firm IntelliPhi and the co-collaborator of the Martech 5000 Landscape with Sco� Brinker. Anand’s exper�se is in building and growing high-poten�al product startups and consul�ng enterprise firms such as Siemens, Silverpop/IBM, Microso�, Capgemini, Salesforce.com, Fidelity, NYSE, and eBay on market technology.

6 Top Ques�ons to Ask MarTech Vendors on AI Read on…

How to Avoid Data and Algorithmic Biases for Stronger Marke�ng AI Outcomes Read on…

BEST OF MARTALK EXECUTIVE INTERVIEW SERIES On Data-Driven Marke�ng

The Importance of ‘Self-learning Data Pla�orms’: In Conversa�on with Ajay Khanna, VP of Marke�ng, Rel�oIn this interview, Ajay Khanna, VP of Marke�ng, Rel�o lets us in on the strategic advantage of a self-learning data management pla�orm and the barriers marke�ng leaders face in op�mizing outcomes from their customer data. Read on…

Powering a smarter OOH marketplace and making the most of marke�ng dollars spent with Kym Frank, President at GeopathIn this interview, Kym talks about powering a smarter OOH marketplace and making the most of marke�ng dollars spent. To stay ahead of the curve, she says, her �ps are: aim for be�er analy�cs and deeper consumer insights, and have a be�er understanding of OOH ad effec�veness. Read on…

How Iden�ty Resolu�on is Transforming Customer Experience: In Conversa�on with Jeff Smith, CMO and GM of Brands, LiveRampIn this interview, Jeff takes us through the concept of people-based marke�ng, the nuances of how iden�ty resolu�on works, prac�cal �ps for CMOs to build a sustainable customer data strategy and common mistakes marketers make with their approach to data. Read on…

MarTalk Connect is our Interview Series with Data-Driven marke�ng technology companies that are making a difference. Join us as we talk to them about their product journeys, insights on the categories they serve and some bonus pro �ps!

Mar

CONNECT

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MORE BEST OF MARTALK EXECUTIVE INTERVIEW SERIESOn Data-Driven Marke�ng

Interview with Luc Burgelman, CEO and Chairman of NGDATAIn this interview, Luc discusses how marketers can overcome the challenge of siloed data and use behavioral data to be more precise. He delves into why it's important to go back to people-based systems and how AI can help provide an elevated CXRead on…

Customer Data Pla�orms – A Marke�ng Ver�cal: In Discussion with CMO at Ac�onIQ In this interview, Marc Parrish, CMO of Ac�on IQ explains how Customer Data Pla�orms (CDP) help create a unified view of the customer’s behavioral and profile data. He suggests that CMOs and CTOs would be smart to adopt an expert pre-built solu�on for their products and play offence (holding meaningful customer interac�ons) on data and wonders if CTOs should be repor�ng to CMOs any�me soon. Read on…

Focusing on CDP to Improve Efficiency: In conversa�on with Dave O’FlanaganIn this interview, Dave O’Flanagan, CEO Boxever talks about the evolu�on of CDPs in an increasingly omni-channel marke�ng world. He approaches CDP as a server board, which integrates and directs all the data (inputs) and all the communica�on (omnichannel outputs) and all that happens in between. He explores the three pillars of the modern marke�ng structure: AI, advanced analy�cs and personaliza�on and their rela�on to CDP. Read on…

Recognizing the value of customer insights buried within the data: Conversa�on with Robert Romano, NGDATAIn this interview, Robert discusses how engaging customers with the right experience, at the right �me, through the right channel and with the right data should be one of the top goals for organiza�ons today. Read on…

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BEST OF MARTALK EXECUTIVE INTERVIEW SERIES On Data-Driven Marke�ng

Building Blocks: Rishi Dave, CMO at Dun & BradstreetIn this interview, Rishi discusses leveraging technology for achieving top line growth, the need to break down silos and the oil for a well-func�oning marke�ng technology stack! Read on...

Interview with Chris Tolles, CEO at TopixIn this interview, Chris shares insights on challenges publishers and adver�sers face in this new digital age star�ng from managing datasets to reaching the right audience and building predic�ve models. He suggests adap�ng strategies in real-�me to enhance customer interac�on and engagement. Read on…

In MarTalk Stacktas�c we talk with marke�ng prac��oners about their MarTech stack components, experiences, challenges and opportuni�es.

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Mar

STACKTASTIC

THE CDP EXPLAINER SERIES BY MARTECH ADVISOR

What is CDP and Where does it Fit into my Data Ecosystem? Read on…By , Editor-in-Chief, MarTech AdvisorChitra Iyer

Do I Need a CDP? What Kind? Read on…By , Editor-in-Chief, MarTech AdvisorChitra Iyer

CDP Readiness: When am I Ready and What doI Need to Get Started? Read on…By , Editor-in-Chief, MarTech AdvisorChitra Iyer

Inves�ng in CDP: Building the Business Case Internally. Read on…By , Editor-in-Chief, MarTech AdvisorChitra Iyer

Inves�ng in CDP: Choosing the Right Vendor. Read on…By , Editor-in-Chief, MarTech AdvisorChitra Iyer

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Each issue aims at answering one ques�on at a �me in an increasingly progressive manner, and the discussions are very conversa�onal with perspec�ves from both the buyer's and the seller's end. To know more about how CDP can help in op�mizing the marke�ng efforts or to just to keep yourself updated with the advancement in the world of CDP, follow the CDP Explainer Series by MarTech Advisor here.

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THE EXPLAINER CDPA 12-part monthly series by MarTech Advisor in associa�on with the CDP Ins�tute

Unpeeling what CDP means to you, one ques�on at a �me

10 Powerful Data Visualiza�on Tools Read on…By , Freelance Contributor at Martech Advisor Vandita Grover

Are you Safe? 3 Data Security Essen�als Marketers Can’t Afford to Ignore Read on…By , Feature Writer, Martech AdvisorSushman Biswas

3 Reasons why B2B Marketers should use Predic�ve Analy�cs in 2018 Read on…By Former Contributor, Martech Advisor

6 Ways Big Data helps Companies Mi�gate Risks Read on…By , Freelance Contributor at Martech Advisor Vandita Grover

What will Marke�ng Dashboards look like in 2020? Read on…By , Freelance Contributor, Martech Advisor Vandita Grover

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4 TOP PICKS FROM OUR STAFF WRITERS:

MORE TOP PICKS FROM OUR STAFF WRITERS:

How to Build a Customer-focused DataProtec�on Policy in 2018? By Former Contributor, MarTech Advisor

5 Reasons Subscrip�on-based Businesses Will Do Be�er in a Data-driven WorldBy The MTA Features Desk

Cannes Lions: More Data than Rose! By Former Contributor, MarTech Advisor

Top 10 Data Analy�cs Tools for SMBs By Vandita Grover, Freelance Contributor at Martech Advisor

5 Ways B2B Marketers Can Leverage Intent Data By Sushman Biswas, Feature Writer, MarTech Advisor

Preven�ng Hacks: How to keep your B2B Strategy Secure By Former Contributor, MarTech Advisor

10 Ways to Make Your Lead Genera�onMore Data-driven By Vandita Grover, Freelance Contributor at Martech Advisor

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FROM THE MTA NEWS DESK:A roundup of the most interes�ng news from the world of Data-Driven Marke�ng this year

PRODUCT RELEASES AND UPDATES

Merkle and Pega Launch New Unified Data Management Pla�ormRead on...

Ly�cs Introduces a Orchestra�on Tool for Cross Channel Marke�ngRead on...

Acxiom Unveils Connected Spaces in Associa�on with AdobeRead on...

SimilarWeb's New Ad Intelligence Enables Users to Monitor and Grow Adver�sing ROIRead on...

LiveRamp Launches People-Based Search for Omnichannel MarketersRead on...

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Interac�ve Adver�sing Bureau (IAB) Releases 'IAB 250 Powered by Dun & BradstreetRead on...

Adbrain Advances its AI Technology to Power Iden�ty MatchingRead on...

RedPoint Unveils New Master Data Management (MDM) for its CDP Read on...

Cuebiq Partners with Photobucket, Grows Pub Network to over 180 Read on...

Cogint, Inclusive of its Subsidiary Fluent, to Partner with BlueFocus Interna�onal Read on...

Madison Logic And Bizible Partner to Enable Be�er ROI through ABM Read on...

Tableau Launches Hyper - a Data Engine that Gives Faster InsightsRead on...

Netser�ve Releases Scalable & Localized Solu�on for Digital Marke�ng on YouTube Read on...

Gravy Analy�cs Collaborates with Qualia for Data ProcessingRead on...

EverString to Launch Reliable Data Pla�orm with Real Time Amplifica�onRead on...

Cubic receives fundingfrom Eleva�on Innova�on Partners and Balyasny Read on...

mPar�cle Announces $35 Million Series C Funding to Accelerate GrowthRead on...

SaaS Digital Experience Pla�orm ContentSquare Raises $42 Million in Series B Read on...

Node Receives $16.3 Million From Investors Including Mark CubanRead on...

SimilarWeb Announces $47 Million in Growth Equity FundingRead on...

FUNDING UPDATES

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© 2018 All Rights Reserved. MarTech Advisor.

ABOUT MARTECH ADVISOR

MarTechAdvisor.com is the flagship media property of Revenu8, a full funnel ABM Marke�ng solu�ons brand. MarTechAdvisor.com has evolved to become the fastest growing media brands providing unbiased news, industry research and so�ware recommenda�ons for Marke�ng professionals worldwide.

Our community consists of over a million professionals, and includes industry leaders – especially CMOs and Marke�ng experts across diverse B2B ver�cals. Many of them regularly share their exper�se on our proper�es, with enriching ar�cles and studies. Some of the leading marke�ng technology brands like Salesforce, IBM, Radius, Domo and SharpSpring have partnered with one or more of our media proper�es to reach and engage their targeted audiences to drive marke�ng performance across the funnel.

For Sales and Advertising enquiriesMukesh RajpurohitVP SalesMarTech Advisormukesh.rajpurohit@martechadvisor.com

For Editorial engagementsChitra IyerEditor-in-ChiefMarTech Advisorchitra.iyer@martechadvisor.com

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