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Evaluating New Technology? You’re More Biased Than You May Realize - Sloan Management Review

Evaluating New Technology? You’re More Biased Than You May Realize - Sloan Management Review | The MarTech Alert | Scoop.it
In the same way that leaders may harbor an implicit bias about characteristics of groups of people, they may also harbor implicit biases about new technology — including new technology they might be considering investing in to improve productivity or competitiveness.

You may think that you make decisions about technology tools with an open mind and a clear process for evaluating options. But our review of hundreds of published studies on new technology adoption reveals that personal beliefs about new technology — that it’s wondrous, complex, and alien — prompt specific, unconscious biases about how and why it’s better than older options.

Implicit bias toward the dazzle of new tools can cause leaders to take unnecessary risks and ignore the advice of human experts in decision-making. Further, implicit bias toward new technology may lead to sizable investments in products and services that are unproven or even unsafe.
CYDigital/marteq.ios insight:

Fascinating thesis. Marketers today are especially vulnerable, as the discipline is incredibly tech-oriented, but the ROI is sometimes sketchy.

 

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Understanding the role of voice in martech - ClickZ

Understanding the role of voice in martech - ClickZ | The MarTech Alert | Scoop.it
  • Voice technology is being widely adopted, thanks to the global distribution of voice assistants like Google Assistant, which is installed in over 1 billion devices as of 2020.
  • Improvement in voice recognition accuracy is also helping with widespread adoption of voice technology. Google achieved a 95% accuracy rate for the English language as of March 2017. This is the same threshold for human accuracy.
  • 82% of consumers expect an immediate response on sales or marketing. Voice recognition technology, which enables the immediacy of customer service responses, is addressing this need for many businesses.
  • Voice-enabled tools are increasingly being employed within an organization’s martech stack, to facilitate internal operations. Examples include speech-to-text transcription tools, real-time conversational analysis, and automated call listening/conversational analysis platforms.
CYDigital/marteq.ios insight:

FYI.

 

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

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23 Best Customer Journey Mapping Software in 2020 - TechFunnel

Customer journey mapping software helps to streamline strategic business planning. This allows companies to create a plot of client locations onto visual maps and align those resources accordingly. When mapping customers, companies can help identify areas of opportunity for revenue as well as growth.

CYDigital/marteq.ios insight:

Comprehensive list that includes a common eval rubric.

 

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

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Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica

Is ABM the new B2B marketing cloud? Martech faces off between platform and best-of-breed - Diginomica | The MarTech Alert | Scoop.it
Tim Kopp, CEO of ABM platform Terminus, said he's more convinced than ever that ABM is the new marketing platform of the future and that we need to stop thinking of this idea of a martech stack. "Integration is the new innovation," he said. All-in-one will trump best of breed.

From a web experience perspective, look at Acquia. It has pulled together all the pieces required to build the next generation web experience solution - the digital experience platform, at a time when everyone else is focusing on pieces of the puzzle. Todd Berkowitz, Practice Vice President, Gartner, states, "ABM programs have been shown to result in significant improvements in pipeline growth. If economic uncertainty continues, these programs should remain a core element of marketing strategy."

Kopp takes it further. He believes that we won't use the term ABM in a few years. Instead, ABM will become the new B2B marketing cloud with data as the hub. One thing B2B marketers are doing that is key to their success is creating a new data architecture that brings together all account-level data in one place. When brought together, the data from systems of engagement like email, advertising, chat, and all interactions can create a more informative data model.
CYDigital/marteq.ios insight:

Are we coming full circle on the all-in-one platform? With thousands and thousands of companies on the chiefmartec.com landscape, is enough enough?

 

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