performance and attribution jan 2018 300118 - martech advisor · 2018. 10. 27. · aribuon is a...

PERFORMANCEAND ATTRIBUTION

MTA’s “BEST OF….” COMPILATION SERIES2017-18

© 2018 All Rights Reserved. MarTech Advisor.

CHITRA IYER

EDITOR-IN-CHIEF, MARTECH ADVISOR

( )LinkedIn

Chitra

Hello!

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

Every month as we sit over our content strategy, we are

struck by how much valuable, awesome content we have

built up over the years for each of our martech categories.

And we wanted to share that back with our audiences in a

fun, quick read that highlights the best of the category over

the year. With over 700 prac�cing professionals contribu�ng

as Guest Authors, more than 200 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 or tweet me

@MoreMarInTech and I’ll try and make your wish my

command!

Enjoy this compila�on.

Note from the Editor

CONTENTS

Guest Author Ar�cles 1 Page 1 - 3

Best of Martalk Execu�ve Interview Series2 Page 4

About MTA 4 Page 6

Page 5From the MTA News Desk3

1

GUEST AUTHOR ARTICLES Every month, MTA invites prac�cing professionals from the martech ecosystem to make Guest Author contribu�ons - original content that helps our readers be�er make sense of a par�cular topic or challenge related to martech. Here are the best of ..Performance & A�ribu�on guest Author Contribu�ons.

Is AI for Marke�ng All Hype? 3 Experts Weigh In Read More…By , CSO and co-founder of Conversion LogicAlison Lohse

Why CMOs Are Failing at it? Read more…

By , Kyle BrantleyCo-founder and Chief Customer Officer, Proof

Marke�ng A�ribu�on Models: How to Measure Marke�ng's Impact on theCustomer JourneyRead More…By , Chris MiglinoChairman and CEO of SRAX

Where are your best

customers coming from?

Proving Marke�ng’s

Impact

2

4 Must-Have Data Points for Successful Marke�ng A�ribu�on Read More…By , CSO and co-founder of Conversion LogicAlison Lohse

A�ribu�on is a Process Problem, not a Product Problem Read More…By , President and CMO of AdRollAdam Berke

The Two Biggest Gaps Every Marketer Must Address in 2018 Read More…By , Product Marke�ng Director of AprimoAnjali Yakkundi

3 Proven Successful MarTech Strategies for 2018 Read More…By , Senior Director of Marke�ng at SimilarWebGi�t Greenberg

3

5 Tips To Bring Performance Marke�ng Into Focus Read More…By , Head of Sales & Marke�ng Solu�ons - AnaplanRowan Tonkin

What are the innovatorsand leaders doing right, and what can we learnfrom them? Read More…By , Steven Was�eCMO at Origami Logic

Are You a Marke�ng

Performance Measurement

Innovator?

1 Make revenue the primary metric instead of impressions and clicks

Develop a plan that covers all facets of marke�ng

Embrace prescrip�ve analy�cs

Evolve from alignment to connec�on

Use a central planning pla�orm to eliminate data silos

2

3

4

5

BEST OF MARTALK EXECUTIVE INTERVIEW SERIESOn Performance and A�ribu�on

4

Mar

STACKTASTIC

In this interview, Kevin Cancilla, Senior Director of Marke�ng at Vindicia talks about martech stack within Vindicia. He further explains the key problem they are a�emp�ng to solve with currently used marke�ng technology tools and the challenges faced by his team from a technology & integra�on perspec�ve. Read on...

In this interview, Wayne St. Amand -CMO at Visual IQ shares insights on people-based marke�ng and marke�ng intelligence. He suggests that marketers and CMOs break down data silos and take a cross-channel or cross tac�cal approach to form a coopera�ve ecosystem. According to him communica�on and collabora�on together are a perfect combina�on to succeed adjus�ng machine learning in between. Wayne St. Amand is a veteran marke�ng leader with a track record of significantly increasing the growth trajectory and valua�on of technology businesses. Read on…

Mar

SELECT

5

Accenture Looks to Accelerate Its Innova�on Investment in the US. Read on...

Performance Horizon Announces Enhanced Partnership with LiveRamp.Read on...

Visual IQ Unveils Partnership with LiveRamp to Measure Omnichannel Marke�ng Impact. Read on...

Accenture Acquires Wire Stone to Deliver Connected Customer Experiences.Read on...

FROM THE MTA NEWS DESK:A roundup of the most interes�ng news from the world of Performance and A�ribu�on this year

PRODUCT RELEASES, UPDATES AND EXPANSIONS:

Accenture and SAP Extend Partnership to Develop Digital Solu�ons. Read on...

Visual IQ Pla�orm Integrates with Lotame Audience Data Pla�orm. Read on...

Adap�ve Insights Announces Enhanced Integra�on Capabili�es.Read on...

TV Squared Secures $6.5 Million Funding to Op�mize TV Adver�sing.Read on...

FUNDING UPDATES:

ABOUT MARTECH ADVISOR

© 2017 All Rights Reserved. MarTech Advisor.

SALES CONTACTMukesh RajpurohitVP SalesMarTech Advisormukesh.rajpurohit@martechadvisor.com

EDITORIAL CONTACTChitra IyerEditor-in-ChiefMarTech Advisorchitra.iyer@martechadvisor.com

MTA is a global resource for marketers providing unbiased news, industry research, so�ware recommenda�ons, and aggregated job opportuni�es. MarTech Advisor is one of the fastest growing Media brands providing unbiased news, industry research, so�ware recommenda�ons, and aggregated job opportuni�es for marke�ng professionals.

Our community includes highly engaged thought leaders (read:

CMOs and marke�ng experts) that regularly contribute and

par�cipate on MarTech Advisor. Leading Marke�ng Technology

brands like Salesforce, IBM, SharpSpring partner with MarTech

Advisor to reach these highly engaged audiences and drive

improved marke�ng performance across the funnel.