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2021 is the year to return to smarter marketing basics - ClickZ

2021 is the year to return to smarter marketing basics - ClickZ | The Marteq Alert | Scoop.it
While there is ample data available, there is also a lot of data that can distract marketers from providing customers value. In 2021, growth-minded marketers will cut through the noise and hone in on the two most important metrics when crafting their campaigns – prospect and product engagement.

First, marketers must focus on data that measures engagement at every stage of the customer lifecycle. In marketing speak, we call this metric “prospect engagement”.

Secondly, it’s vital that your brand pay attention to how your customers are interacting with your offering throughout their journey with you. This metric is referred to as “product engagement”.
CYDigital/marteq.io's insight:

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CMOs will be more cautious in 2021 with growth strategies, Gartner finds - MarketingDive

CMOs will be more cautious in 2021 with growth strategies, Gartner finds - MarketingDive | The Marteq Alert | Scoop.it
  • Chief marketing officers will be more cautious this year, with 73% saying they will rely on existing customers for growth rather than developing new markets, consulting firm Gartner found in a survey. The study also found that 39% of CMOs plan to boost sales of existing products to current customers, per an announcement emailed to Marketing Dive.
  • Only about a third (34%) of CMOs plan to introduce new products to existing customers, continuing a low-risk strategy that was warranted during the uncertainties of last year. However, this approach also promises a low return and contradicts CMO goals to "reinvent and rescale key strategies" they had developed during that period of upheaval, according to Gartner.
  • The firm recommends that CMOs try to remain agile during what is likely to be another challenging year and suggests they can do so by being selective in reinventing or rescaling initiatives from last year like virtual conferences and direct-to-consumer sales. Gartner surveyed 381 marketers from September to October, with 70% reporting that digital business initiatives accelerated during the pandemic while 51% plan to prioritize new digital experiences in 2021 and 48% named new digital sales or service channels as a top priority for the months ahead.
CYDigital/marteq.io's insight:

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The Big Questions For Digital Advertising In 2021 - AdExchanger

The Big Questions For Digital Advertising In 2021 - AdExchanger | The Marteq Alert | Scoop.it
Right now, the Privacy Sandbox will make the web a less attractive platform for advertisers, which will push even more of their spending to the walled gardens. But how the proposals are implemented next year will be a huge indicator as to whether the Privacy Sandbox can work for the open web.

To get to a web without cross-site tracking, compromises will need to be made by advertisers, publishers, and intermediaries. But, as the tech giants continue to use their dominance to push changes that self-advantage, it's critical that the compromises made are reasonable, and the benefits brought to users are real.
CYDigital/marteq.io's insight:

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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Tech Stack Headaches: B2B Marketers Face Hurdles When Adding Technologies - MediaPost

And which technologies do they see as having the most impact on marketing strategy in the next year? They include:

Real-time marketing — 43%
Artificial intelligence (AI) — 41%
Customer Data Platforms (CDP) — 35% 
Analytics — 35% 
Data consolidated — 28% 
Programmatic — 26% 
Multi-touch attribution — 24%
Blockchain — 21% 
Voice search — 15%
CYDigital/marteq.io's insight:

Our Marteq solution offers real-time response so that you can communicate with your consumer based on their behavior, e.g., while they're looking at a competing item.

 

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The problems with data collection - ClickZ

The problems with data collection - ClickZ | The Marteq Alert | Scoop.it
While 75% of American respondents believe it’s possible to have data privacy in today’s technology-driven world, a significant portion of respondents (one in five) worry about being able to maintain their privacy while online.

In order to make people feel better about giving you their data, you have to build trust.

Over 70% of U.S. respondents said they were more likely to do business with a company if they were offered the opportunity to delete their information. U.S. consumers also valued the ability to turn off location tracking, delete their browsing history, choose whom a company shares information with, and review the information that companies have about them.

Another key finding: about 40% of respondents, regardless of country, felt that their data is worth more than the free services they receive in exchange.

47% of Americans and 43% of Britons and Australians are willing to share personal data with CPG companies

Publicis Sapient writes, “On average, four in five people in all five countries say they know little to nothing about what companies do with the data they collect.” 
CYDigital/marteq.io's insight:

There are OPPORTUNITIES when you permit your consumers to own and control their data! That's what they want!

 

Collect zero party data from your consumers NOW through marteq.io's FREE pilot program. Contact joe@marteq.io to qualify. #martech #marketing

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The Biggest Marketing Challenges of the Next Decade: Data Accuracy, Exclusivity & Legal Permissions - CMSwire

The Biggest Marketing Challenges of the Next Decade: Data Accuracy, Exclusivity & Legal Permissions - CMSwire | The Marteq Alert | Scoop.it
Christopher Penn, co-founder and chief data scientist of Trust Insights, told CMSWire that marketers have to get accustomed to the idea that third party data is going away "by hook or by crook” through CCPA becoming CPRA in two more years. GDPR lawsuits are well underway, and customers are saying they want more privacy.

“Marketers have to get used to the idea that first-party data is the only party you'll have left, and you've got to get good at not only data collection and data analysis but creating the data sale,” Penn said. “And the data sale is this: when you or I are on a company's website, one of the things you could do is buy something from the company. But the other thing we can do is trade our data in exchange for something.”

For the last 15 years, Penn added, marketers have not really had to think about what they give this consumer in exchange for this data. “It's a sale, and nobody's thinking along those lines," Penn said. “And as a result, you put in contact forms, and everyone's marketing automation system is filled with 'asdf@ghjk.com.' And we now have a data quality problem that we don't really do anything about it. ... We have convince the consumer to trade their data. What do I have to offer in exchange for that data? ... That data sale is a critical part of what marketers must get on board with sooner rather than later."
CYDigital/marteq.io's insight:

Amen! ZPD baby!

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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Operation Marketing Tech: What Brands Are Looking For, And How They're Doing - MediaPost

Operation Marketing Tech: What Brands Are Looking For, And How They're Doing - MediaPost | The Marteq Alert | Scoop.it

69% are increasing their new technology budgets in 2021, 19% significantly and 50% moderately. Another 20% are maintaining the existing budget, and 11% foresee decreases.  

The main technologies — those likely to have the most impact next year — are: 

Real-time marketing — 43%
Analytics — 36%
Artificial intelligence — 36%
Customer Data Platforms (CDP) — 34% 
Data consolidation — 30% 
Programmatic — 22%
Multi-touch attribution — 20%
Voice search — 16%
Blockchain — 12% 

CYDigital/marteq.io's insight:

From the same study conducted by Ascend (a trusted source).

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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Only 8% of Advertisers Prepared for a Cookie Less Future: Data Reveals | Toolbox Marketing

Only 8% of Advertisers Prepared for a Cookie Less Future: Data Reveals | Toolbox Marketing | The Marteq Alert | Scoop.it
A new study by Aroscop and Brand Equity that polled over 450 marketers, advertisers, publishers, and technology providers, found that brands are yet to truly embrace a cookieless future. This is further evidenced by the fact that only 22% of the respondents believe that a cookieless future may have a severe impact on brand building.

Most respondents said that techniques like frequency capping, personalization, behavioral targeting, and retargeting would experience the brunt of the shift to cookieless marketing. However, the study found that only 8% of the respondents have deployed alternate solutions to prepare for the shift. 35% of respondents stated that they are actively looking out for solutions better adapted for cookieless marketing.

Among the brands, only 13% are actively leveraging their first-party data, while 64% plan to do so in the next six months. The study also revealed that 66% of agencies believe that their clients will deploy first-party data to create better advertising campaigns in the next six months. Similarly, 67% of publishers are also expected to embrace first-party data to drive better advertising outcomes.
CYDigital/marteq.io's insight:

If you think you're a part of the 92% who have not deployed alternate solutions, contact me!

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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Drive Your Customer Engagement Forward With These Trends - CMSwire

Drive Your Customer Engagement Forward With These Trends - CMSwire | The Marteq Alert | Scoop.it
The economic shockwaves and fundamental shifts in consumer behavior caused by the COVID-19 pandemic have brought new urgency to transformation mandates and growth-focused initiatives that not only create new revenue opportunities and improve customer interaction and engagement, but also open up new avenues for collecting valuable first-party customer data that can be wielded as a competitive advantage when unified and acted on quickly. While these initiatives will vary significantly by industry and other business-specific context, here’s a look at five common themes that will drive customer engagement and value-based growth in 2021 and beyond.

1. Direct-to-Consumer Diversification
2. Customer Lifecycle Marketing
3. Digital Products and Experiences
4. Audience Monetization
5. Analytics and Data Science Democratization
CYDigital/marteq.io's insight:

So two things: (1) The underlying theme is that the source for these trends is first party data. True, but it leaves each strategy short on its accomplishments, whereas zero party data maximizes the return on effort; (2) COVID-19 is often used as the motivator behind many strategie, which is often not the case as the industry is/was shifting anyway, e.g., the loss of 3rd party cookies.

 

marteq.io is preparing a FREE pilot program for its Marteq application. Contact joe@marteq.io for more information and to see if you qualify. #martech #marketing

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State of Martech Report - Clevertouch

  • 73.5% of organisations plan to maintain or increase marketing spend in 2021.
  • 68.5% of marketers expect to have fewer resources available to them in 2021, and will need to produce the same or better results.
  • 47.5% of marketers are aware of data compliance but don’t factor it into their marketing strategy or planning.
  • Nearly 50% of marketers believe their biggest challenge with data management is poor quality data or data stored in siloes.
CYDigital/marteq.io's insight:

It's a mix between US, UK and EMEA marketer respondents, which I suppose accounts for the disparity between this report (click through to the reg form) and Gartner forecasts regarding 2021 budgeting. 

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Brands Will Waste 99.9% Of Banner Advertising Spend This Year - IT News Online

  • Brands will spend $329 billion of their $700 billion global advertising spend on digital advertising this year, a number which is set to increase to $390 billion by 2022 when the global advertising spend is expected to rise at $749.8 billion
  • Up to 74% of this budget will be shared across just seven companies, with Facebook and Google claiming the lion share, despite advertisers becoming increasingly disillusioned with these advertising giants due to concerns regarding ad fraud, issues around data privacy, brand safety and hate speech
  • Despite brands spending half their digital media budgets on Facebook, only 11% and 10% of consumers want brand communication via Facebook or Facebook Messenger respectively
CYDigital/marteq.io's insight:

The headline prompts ingesting a huge boulder of salt, but the aforementioned data is revealing.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Predictions 2021: Privacy Becomes An Imperative In A Year Of Transition - Forbes

Predictions 2021: Privacy Becomes An Imperative In A Year Of Transition - Forbes | The Marteq Alert | Scoop.it
Three privacy-related trends will underpin this transition: 1) an ever-increasing appetite to collect, process, and share sensitive personal data from consumers and employees; 2) despite the recessionary economy, values-based consumers will increasingly prefer to engage with and entrust their data to ethical businesses; and 3) regulatory and compliance complexity in relation to data privacy will increase further.

Against this scenario, for 2021, Forrester predicts that:

Regulatory and legal activity related to employee privacy will increase 100%. 
One in four CMOs will invest more in technology to collect zero-party data. 
CCPA 2.0 will pass and spur the introduction of federal privacy legislation in the US. 
CYDigital/marteq.io's insight:

We've been telling anyone that would listen that this is around the corner. It's happening right now, under our noses. You're going to need to embrace ZPD and data privacy: do it in one action (us).

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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The Marketing Technology Intelligence Report: August Review - ClickZ

The Marketing Technology Intelligence Report: August Review - ClickZ | The Marteq Alert | Scoop.it

The data in this Marketing Technology Intelligence report will be most useful to marketers and senior leaders within Marketing Technology companies as well as brand-side marketers looking to see how other marketers are budgeting and purchasing marketing technology.

This report will help to:

  • Understand the current marketing budget trends from June-August.
  • Outline companies’ total budget spending on Marketing Technology.
  • Shed light on the top technologies marketers are evaluating and willing to invest in.
  • Identify the top five reads on ClickZ.com.
  • Track $400 million of Marketing Technology funding within the August period.
CYDigital/marteq.io's insight:

The report is available behind a brief reg form.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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Deloitte's 7 marketing trends for 2021 include agile, digital transformation - MarTech Today

Deloitte's 7 marketing trends for 2021 include agile, digital transformation - MarTech Today | The Marteq Alert | Scoop.it
The specific top trends identified by the report shared in common, said Deloitte, “breaking out of our often defensive mindsets to more holistically — and authentically — meet human needs.”

Purpose
Agility
Human connections
Trust
Participation
Fusion
Talent transformation
CYDigital/marteq.io's insight:

Here's a basic need (not found by Maslow): data privacy.

 

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Gartner's strategic tech trends for 2021 turn pragmatic - CIO Dive

Gartner's strategic tech trends for 2021 turn pragmatic - CIO Dive | The Marteq Alert | Scoop.it
Privacy-enhancing computation
This technology maintains the security and privacy of data in use, beyond existing and standardized data-at-rest security controls. Technology candidates for more privacy include instances where sensitive data — such as personal data, data monetization or fraud analytics — are processed or transferred, according to Gartner.  

By 2025, the research firm expects half of large organizations to process data in "untrusted environments and multiparty data analytics use cases" using privacy-enhancing computation. 

Hyperautomation

Organizations can use hyperautomation to "rapidly identify, vet and automate" business and IT processes, a need heightened by the pandemic. By redesigning operations and using hyperautomation technologies, organizations can lower operating costs by 30% by 2024, according to Gartner.
CYDigital/marteq.io's insight:

I highlighted the two topics that most stood out to me.

 

See how extended zero-party data is your greatest marketing resource...and you can tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

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5 Tips for Listening to—and Understanding—Your Customers - Software Advice

5 Tips for Listening to—and Understanding—Your Customers - Software Advice | The Marteq Alert | Scoop.it
1. Collect effectiveness data
If you’re not already running customer surveys to determine what your customers like and don’t like, you’re leaving valuable data on the table.

2. Create customer personas

3. Complete a customer journey map

4. Supplement with outside data

5. Use a voice-of-the-customer (VoC) program: According to Gartner, VoC programs “collect, aggregate, and provide the means to analyze direct feedback from surveys and interviews, indirect feedback from social media and customer care interactions, and inferred data such as web analytics and behavioral data.”
CYDigital/marteq.io's insight:

Don't overdo your reliance on customer personas and use of supplemental data: the quality of output may not meet your requirements. However, do what you can to overdo VoC programs, especially extended Zero Party Data.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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10 B2B Marketing Automation Trends For Your 2021 B2B Marketing Strategy | KoMarketing

10 B2B Marketing Automation Trends For Your 2021 B2B Marketing Strategy | KoMarketing | The Marteq Alert | Scoop.it
  • More Investment.
  • Efficiency and Effectiveness.
  • Sales and Marketing Alignment.
  • Personalization.
  • Advertising.
  • Multichannel Marketing (Sometimes Called “Single Customer View (SCV)”).
  • AI-Driven Workflows and Buyers’ Journeys.
  • Conversational Marketing.
  • Automated Attribution.
  • Marketing Automation is No Longer Distinct From Any Other Marketing Strategy.
CYDigital/marteq.io's insight:

Completely agree with Personalization, but data management is MIA, especially in light of legislation. Click through to review the associated charts and tables.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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Demand Spring Releases Results of Marketing Technology Survey - MarTech Series

Demand Spring Releases Results of Marketing Technology Survey - MarTech Series | The Marteq Alert | Scoop.it
Based on responses from marketing professionals, the survey uncovered a number of key findings, including:

67% of marketers have been negatively impacted by the pandemic

36% of marketers have experienced cuts to their martech budget

24% of organizations cancelled martech subscriptions deeming them ‘non-essential’

One of the most interesting findings relates to additional martech investment, with 43% of organizations indicating that they have added new tools to their martech stack. Reasons for these additional investments include supporting business growth, supporting a shift to digital marketing, transitioning to an online business model, and managing new demands for services.
CYDigital/marteq.io's insight:

Very much in alignment with the recent Gartner survey results.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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70 Percent of Consumers say They Will Exclusively Shop with Brands that Personally Understand Them this Holiday Season - MarTech Series

70 Percent of Consumers say They Will Exclusively Shop with Brands that Personally Understand Them this Holiday Season - MarTech Series | The Marteq Alert | Scoop.it
Shoppers are going increasingly digital and their expectations around personalization are also increasing. Personalization motivates purchases with nearly half (49 percent) saying they will be more likely to purchase from retailers who send personalized content and/or offers this holiday season. Receipt of irrelevant offers is for the second year in this survey, a top consumer frustration. Today’s consumer sees being understood by a brand as table stakes. In the survey, 82 percent of respondents expect that retailers will be able to accommodate preferences and expectations.

Brands that can get personalization right will be rewarded, with consumers highly likely (70 percent) to purchase exclusively from brands that show they understand them. Two-thirds of respondents say they want retailers to make the personalization consistent and frictionless, no matter the channel. They want the same understanding from a company whether shopping on a website, in-store, via a mobile app, or reaching a call center.
CYDigital/marteq.io's insight:

Here's a thought: give consumers complete control over their data, including providing them with a means to capture their data, then ask their permission to access it in exchange for a digital reward. Can't get any more personalized than that.

 

Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing

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IAB: US digital ad spend will grow 6% this year amid broader slowdown

IAB: US digital ad spend will grow 6% this year amid broader slowdown | The Marteq Alert | Scoop.it
  • Advertising executives expect spending on digital advertising in the U.S. will grow 6% this year, contrasting with an 8% decline for the broader ad market. Spending on traditional media that includes linear TV, out-of-home, standard radio, print and direct mail will plunge 30%, the Interactive Advertising Bureau (IAB) found in survey results this week.
  • Among the digital ad categories, paid search is the fastest-growing with a 26% estimated gain, followed by social media (25%), connected TV (19%), digital video (18%) and digital display (15%). Spending on several digital outlets will dip this year, including a 43% drop for digital OOH, 8% decline for podcasts and 5% slide for digital audio.
  • Media buyers who have a "very clear" or "somewhat clear" idea of their 2021 budgets said their ad spending will increase 5.3% next year. Only 30% of advertising executives have a clear idea of their budgets, leaving 70% with vague or nonexistent estimates for 2021, the survey found. The IAB surveyed 242 professionals with insights on media spending.
CYDigital/marteq.io's insight:

FWIW: webinar spending up, podcasting spending down.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

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Martech Innovation: Gartner’s Hype Cycle for Digital Marketing 2020 Report

Martech Innovation: Gartner’s Hype Cycle for Digital Marketing 2020 Report | The Marteq Alert | Scoop.it
Customer data ethics, real-time marketing, artificial intelligence, personalization engines and location intelligence are the top technologies that are able to transform how marketers respond to a fluctuating environment, according to the just-released 2020 Gartner Hype Cycle for Digital Marketing. The report suggests that while optimizing the capabilities of your martech stack is imperative, during turbulent times the strategic investment in platform capabilities must factor into the equation.

CYDigital/marteq.io's insight:

FYI. The Hype Cycle for Digital Advertising matches up cleanly. 

 

Follow us on LinkedIn and qualify to use the Marteq platform at no charge! https://www.linkedin.com/company/marteq-io #martech #marketing

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Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020

Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020 | The Marteq Alert | Scoop.it
6. Intent Signals: We are doubling down on intent signals, using search analytics to guide our prospecting and digital advertising spend. We are fishing where the fish are biting. No more standing on the dock waiting for the fish to swim past (our website). Data-driven ads and outreach are increasing connections, meeting setting and hopefully downstream conversion. - Andrew Kokes, HGS

7. A Focus On First-Party Data: Many of the leading business-to-business technology companies are placing increasing importance on cultivating direct marketing relationships with prospects, as opposed to buying leads from third parties because of changing regulation (GDPR, CCPA, etc). As a result, B2B technology companies are investing more in developing their own tech stacks that are integrated cross-channel with DMPs and CDPs. - Brian Lee, Unleash Your Identity

9. Increased Focus On Data Privacy: There is probably no bigger shift happening in marketing (both B2B and B2C) than the continuously evolving data privacy landscape. B2B marketers are used to leveraging a lot of customer and prospect data in their campaigns, but new regulations are forcing companies to take a hard look at the data they collect and store. Marketers need to pay close attention to how this impacts their capabilities. - Tom Wozniak, OPTIZMO Technologies, LLC

12. Heavily Personalized Communications: Your potential clients and customers have unique personas, identities and preferences; treat them that way. Make sure to go beyond simple variables in your communications. One of the reasons our company keeps heavily investing in our employee benefits virtual assistance is its ability to hyperpersonalize communication at scale. Design your communications for an audience of one. - Rick Ramos, HealthJoy
CYDigital/marteq.io's insight:

Here are the four that are hyper-relevant to today's cost- and legislative-prohibitive environment. And to achieve all four? Provide your consumers with the ability to capture and control all of their data. BTW: FORGET first party data! Go right to ZERO PARTY DATA!

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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