Blog

by Erik Bratt
VP of Marketing Communications
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6 Questions with ChiefMartec.com’s Scott Brinker

Posted by & filed under digital marketing, marketing technology, tag management.

Editor’s Note: If there’s anyone who’s been at the forefront of the trend regarding technology’s increasingly important role in today’s digital marketing environment, it’s been Scott Brinker, a leading authority on marketing technology and the editor of ChiefMartec.com. Scott, who is also the co-founder and CTO of Ion Interactive, started his influential blog in 2008, and has long advocated the creation of a new hybrid marketing-technology professional called the “marketing technologist.” The idea has grown so popular that it prompted Scott to launch his own conference, Martech: The Marketing Technology Conference, scheduled for Aug. 19-20 in Boston. With his sold-out conference looming next week, Scott graciously agreed to answer a few questions.

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The Rise of MarTech — Scott Brinker has taken a lead role in advocating for the smarter management of marketing technology.

1. Tell us about your background and how you became “ChiefMartec“?

I’ve been a software entrepreneur for my entire career. I have a background as an engineer and a couple of degrees in computer science, but I’ve always been equally fascinated by marketing — how to orchestrate the match between a product and its audience. My parents ran an ad agency, so that’s no doubt where the appreciation for the craft of marketing was embedded in my psyche.

Ten years ago, I ran the technology practice for a boutique web development firm. Our clients were CMOs, but much of the success of our projects relied on building great relationships with their IT departments to implement and operate the right solutions. It was in that period that I was struck by how dependent marketing was becoming on technology — a trend that was only going to accelerate — yet how foreign technology management was to most marketing teams at the time. Something would have to change.

I started my blog in 2008 around the crazy idea of engineers working natively in the marketing department – marketing technologists. And as Niels Bohr would have remarked, it ended up being crazy enough to be true. (more…)

by Erik Bratt
VP of Marketing Communications
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A Day at Tealium University

Posted by & filed under Tealium University.

Today at the W Hotel in downtown Seattle, Tealium will host yet another Tealium University session for customers and strategic partners. Ever wonder what Tealium University is all about? Watch this new video from our last gathering in Santa Monica to find out. Then visit www.tealiumu.com to sign up for a session in a city near you!

by Erik Bratt
VP of Marketing Communications
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by Erik Bratt
VP of Marketing Communications
0 comments

The Rise of the Customer Experience Model

Posted by & filed under Data, digital marketing, enterprise tag management, integrated marketing, tag management.

CustomerIn my last post, I outlined the shortcomings of the marketing funnel when it comes to today’s marketplace. But given the limitations of existing models, how does one go about measuring marketing activities and the success of acquisition and retention strategies? Clearly we need a new model. New models can no longer afford to track activity within specific marketing channels, but must be centered around the customer, and based on the brand experience across all touch points. (more…)

by Ali Behnam
Co-Founder, President
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by Erik Bratt
VP of Marketing Communications
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Tealium Customers in the Spotlight: How Do You Benefit from Tealium?

Posted by & filed under analytics, Data, digital marketing, enterprise tag management, tag management.

Last week, Tealium hosted its eighth Tealium University event of the year, this time at the Viceroy Hotel in Santa Monica near L.A. More than 50 customers and partners descended upon the upscale hotel for a full day of hands-on training and education by our digital marketing experts. We took the opportunity to ask customers a few questions. Here’s the first in a short series of videos on what they had to say:

Look for more interviews in the coming weeks, or view these customer success stories.

by Erik Bratt
VP of Marketing Communications
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Digital Velocity Europe 2014: Four Key Digital Marketing Takeaways

Posted by & filed under digital marketing, digital velocity 2014.

Digital Velocity Europe returned to London recently for the second year and this time it was even bigger and better. Tag management and data unification continue to be hot topics, drawing hundreds of marketing and analytics professionals from 11 European countries to discuss these key issues.

There was a wealth of insight and innovation delivered throughout the day by digital leaders from Forrester Research, Volvo, Urban Outfitters and many more. While the subjects presented were many and varied, there was a recurring excitement that organizations are finally able to achieve the dream of unified marketing, i.e., the ability to deliver consistent, omni-channel experiences to visitors based their historical activity. If you couldn’t attend, here are four key takeaways. (more…)

by Richard Wright
Senior Marketing Manager for EMEA
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The Marketing Funnel is Dead – Long Live the Customer!

Posted by & filed under analytics, Data, digital marketing.

The world is changing before our eyes, including the way we carry out our daily activities. For example, I recently hired a roofer to fix a leaky roof at my house. To find one, I asked for referrals on Facebook and within an hour I was presented with options from people that I know and trust. Just 10 years ago, the same task would have required me to look up roofers in the Yellow Pages, make some calls, get a few estimates, check references, and then make a selection.

What does a roofer have to do with digital marketing? Well quite a bit.

The way that we research and shop has changed completely in the last few years. And yet when it comes to marketing measurement and analytics, most organizations are still using an outdated method to assess their activities: the marketing funnel. (more…)

by Ali Behnam
Co-Founder, President
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Don’t Sell Your Data Layer Short

Posted by & filed under Data, Uncategorized.

 

It's about rules and strategyThe data layer is among the most strategic parts of your marketing technology strategy. Simply put, it’s the foundation from which you’ll be able to build real-time, forward-looking, action-oriented programs that delivers lasting value and impact to your organization.

(more…)

by Jay McCarthy
Vice President of Product Marketing
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