Optimization and personalization
MarTech is your source for optimization and personalization content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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7 steps to creating an audience-based B2B marketing plan
Boost marketing-driven revenue with granular audience segmentation. Use this 7-step framework for targeting the right prospects.
Customer relationship management (CRM)
MarTech’s CRM experts to follow
CRM is essential to martech. Doesn't matter if you're B2B or B2C, you use it. Here are the must follow voices to stay up to date on the latest developments.
Privacy plus personalization: The new frontier of digital advertising
Brands are adapting digital marketing for the privacy-first era through storytelling, consent-based personalization and more.
How martech leaders must embrace AI for customer-centric marketing
Explore the imperative for martech leaders to personally upskill and embrace AI to deliver true customer personalization in 2024 and beyond.
20 questions to ask customer data platform vendors during the demo
Once you've chosen a short list of vendors and scheduled demos, think about the questions to ask them.
How AI-powered features are revolutionizing marketing automation platforms
New artificial intelligence functions for MAPs can do everything from generating personalized content to optimizing campaigns.
Optimization and personalization
How AI can help create bespoke customer experiences
Generic messaging is steadily being replaced by bespoke, personalized experiences. AI is helping.
Personalization and real-time interaction management: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: personalization and real-time interaction management.
5 marketing automation quick wins
Here are some quick ways that organizations can take advantage of marketing automation to increase the value of customer interactions.
The CMO’s practical guide to personalization
Personalization is more than martech; it's the future of consumer engagement. Amid challenges, the goal remains — genuine human connections.
Optimization and personalization
Michelin meets the digital era: Personalized recommendations powered by AI
How does a company renowned for ratings based on individual inspections scale up to meet the needs of its passionate customers?
How NC Fusion executed its campaign to help girls stay involved in sports
Walk through the entire process -- problem ID, research, channel use and more -- of a campaign to raise issue awareness.
3 ways to maximize the power of reception marketing
Don't be the company that bombards customers with salesy marketing assets and offers. Learn a better way to meet their needs.
Digital experience platform (DXP)
The truth behind MACH-based DXPs: Benefits, risks and key considerations
Improve your chances of success in adopting a MACH-based DXP. Here are key considerations when assessing potential vendors.
Roku partners with Best Buy for first-party data
The move is part of a marketing partnership which features an in-person event at SXSW and Best Buy selling Roku-branded TVs.
Marketing artificial intelligence (AI)
Microsoft unveils AI “copilots” for sales, CRM and customer support
One new ChatGPT-based feature generates emails personalized with information from CRM files.
Optimization and personalization
Only 25% of marketers report having all the data needed for personalization
Only 19% of those surveyed felt strongly that they had the right technology to execute on personalization efforts.
Digital experience platform (DXP)
What is a digital experience platform or DXP and is it the future of content management?
DXPs help marketers to deliver coherent, customized and compelling user experiences to more devices and platforms than ever before.
Digital asset management (DAM)
Does your organization need a DAM? Audit first, with these easy steps.
While DAM platforms can help marketers deliver consistent experiences, there are questions of process, training and budget to answer before beginning the buying process.
North Star goals for category leaders: First-party customer view
Having an effective first-party data strategy means you can balance two sets of customer needs — personalization and privacy.
North Star goals for category leaders: One-to-one, omnichannel personalization
While “one-to-one” and “omnichannel” are the goals, you can start incrementally and work your way toward them.
Optimization and personalization
The ROI of personalized experiences: Process measurements
Looking at the methods used to personalize, how efficiently they are performed and how they are improved over time is part of measuring ROI.
Optimization and personalization
The ROI of personalized experiences: Content measurements
Track the ROI of personalized content by looking at individual and incremental performance and using a multi-touch attribution model.
Digital experience platforms: 4 building blocks to success
While DXPs promise holistic, cross-platform seamlessness, organizations must be prepared to invest long-term before implementation.
Optimization and personalization
The ROI of personalized experiences: Audience measurements
Learn ways to measure the returns of personalization by audience performance and why creating a first-party data strategy matters.
What every marketer needs to know about programmatic advertising
Programmatic advertising is the inexpensive way to target an audience and get actionable, real-time performance insights.
What is customer experience and why does it matter?
Learn what customer experience is, why it's important, and how you can improve it for your customers.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
What is personalized marketing and how is it used today?
A marketers' guide to personalization and how these tactics can transform campaigns.
When politics ignores marketing: A cautionary tale
The fundraising broke records, but no one was minding the ROI.
Optimizing the online experience for disabilities improves it for all customers
43% of people with disabilities abandoned an online purchase because of accessibility issues.
How bad data can spoil good personalization
Don't let bad data poison your email relationship with your clients. Learn how to avoid personalization failures in your email program.
3 ways to avoid email automation breakdowns
Your marketing automations must build in exclusions for people who don't receive a follow-up message.
Webinar: Reimagine your customer experience strategy
Use data-driven insights to optimize your campaign performance with a 360-degree customer view.
Is your digital strategy optimized for Gen Z young adults?
They're more diverse and they expect a lot more from brands.
Webinar: Accessibility, compliance and user experience improve SEO
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
Webinar: Work smarter, not harder, to give customers what they want
Use data to create next-level customer experiences at scale.
Webinar: Grow revenue streams through web accessibility and compliance
Make accessibility an integral part of your agency's proposition and generate new revenue streams.
How unifying customer profiles is paying off for this iconic travel brand
Xanterra is using a customer "Golden Record" to deliver on its promise of personalized customer experiences.
Movable Ink’s Da Vinci thinks outside the campaign box
Movable Ink's new Da Vinci AI offering is aimed at serving lifetime customer value rather than immediate revenue maximization.