30-second summary: A new report from research firm Gartner details the four main kinds of attribution. The methods — Marketing Mix Modeling (MMM), Multitouch Attribution (MTA), Holdout Testing and Unified Measurement Approaches (UMA) — each have different methodologies, goals and resource needs. The report recommends utilizing each method as appropriate, […]
30-second summary: The new Gartner survey on martech finds that this year’s average assessment of martech stacks’ effectiveness is about the same as last year – but both assessments indicate effectiveness has a ways to go. The biggest impediments to effectiveness: training, tech integration and talent recruiting. IT and marketing […]
Marketing budgets fell below 11% of company revenue this year for the first time in five years, according to Gartner’s latest annual “CMO Spend Survey” [registration required]. In spite of the drop — from 11.2% to 10.5% this year, 61% of CMOs expect their budgets to rebound next year. But […]
Research firm Gartner is out today with its latest Hype Cycle for Digital Marketing and Advertising 2019 report [for a fee, or for Gartner clients], pointing to four emerging trends that it says will transform the martech ecosystem. They are: Customer Data Platforms (CDPs) AI for Marketing Blockchain for Advertising […]