Category: MarTech Processes

June 3, 2019 by Michal Wlosik

As various technologies and tools rise to prominence and then fall from grace, the dominance of email remains unflinching. It’s not only the preferred means of communication today, but also consistently tops the list of best-converting marketing channels. Email automation allows marketers to schedule targeted messages or send them when a user performs a specific […]

September 20, 2018 by Michal Wlosik

Data is everywhere; the main challenge for marketers and advertisers is to know how to properly collect and leverage it. With MarTech platforms using data to display personalized messages in owned media, and AdTech platforms using it to display targeted messages in paid media, there is a strong push towards a single technology offering personalization […]

May 2, 2018 by Maciej Zawadziński, Michal Wlosik

Since May 25, 2018, all companies that collect, use, process, and share data about EU citizens are required to comply with the General Data-Protection Regulation (GDPR) and implement new data-protection and security measures. The regulation does not apply to EU companies alone. Regardless of whether an organization is based in the EU, it must comply […]

March 30, 2018 by Maciej Zawadziński

In the early days of online marketing, marketers were faced with the problem of having limited information about customers. Targeting possibilities were minimal and online advertising was more hit or miss than today. Now, the situation is completely different. We are dealing with an abundance of channels and sources of data, and the only problem […]

January 25, 2018 by Michal Wlosik

The line between AdTech from MarTech has blurred over the years. Have the two realms ultimately merged, or are we getting the dichotomy all wrong?

October 26, 2017 by Michal Wlosik

Content is certainly king, but it seems the long-held tenet of digital marketing needs a little tweaking; only immediately relevant content is king these days. As in the case of retargeting ads, we only respond to content that is easy to find and important to us. This does not only apply to text content, but […]

October 24, 2017 by Michal Wlosik

Content personalization is a method of making the website experience equally relevant for everyone visiting. This basically involves tailoring the website’s content to accommodate each user’s preferences. On top of that, good personalization platforms also perform cross-device tracking, creating a seamless experience across all channels, including web, mobile, and email. Then, with every successive visit, […]

October 24, 2017 by Michal Wlosik

The internet has come a long way since Tim Berners-Lee first laid the foundation for a working web back in 1990. The amount of content users now create and interact with has grown exponentially, and the profound effect it has had on the ways we consume information is impossible to ignore. Attention spans are dwindling […]

November 16, 2016 by Michael Sweeney

As an online marketer, how do you attribute conversions and assign credit to the different channels in your conversion paths? Do you use the obsolete last-click attribution model? Or the equally flawed first-click attribution model? Attribution is hard enough without using the over-simplistic attribution models that currently exist. But imagine if instead of using an […]

November 14, 2016 by Michael Sweeney

The role of an online marketer is not just to launch campaigns, it’s also to find out which channels are working the best and which ones aren’t so as to optimize budgets and drive more conversions. And while the concept of attribution is quite simple – identify which events and touch points contributed most to […]