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The DatoRoundup — November 23, 2016


We are glad to bring back our regular installments of DatoRoundup, which features the very best AdTech, MarTech and data industry news. This week we feature the following: Merrily McGugan for MarketingProfs who asks if bringing AdTech in-house means stress or success for brand marketers; Lewis Gersh for MarTech Today with his six-pack of MarTech predictions; Jacqueline Zenn via HubSpot on why data is the real MVP; The one and only Scott Brinker summary of the recent Gartner CMO Spend Survey; and finally, James Connolly’s post for Allanalytics that discusses Adele Sweetwood’s new book and driving data to the forefront. 


Bringing AdTech In-House: Success or Stress for Brand Marketers?


By Merrily McGugan

Are today’s marketers now plate spinners as well as jugglers, asks Merrily McGugan. We are sure you can all relate to her sentiments that, “In addition to managing issues of ad fraud, viewability, and global marketing strategy, it is now common practice for a marketing team to also manage ad campaigns across multiple platforms and devices.” So the question remains, as posed by McGugan, is bringing this ability in-house the solution or will it just exacerbate other marketing-related issues?


A Six Pack of Predictions for MarTech

MarTech Today

By Lewis Gersh

It is a little early in the season for the predictable “What next year will hold” content. Yet, this is a welcome piece by Gersh. That’s because his predictions are bold and include the following: The possibility of a scandal involving digital marketing that will result in a law suit; more accountability for CMOs; complete programmatic optimization getting closer to reality; continuing consolidations; more stable attention spans for consumers; and, that social media strategies will remain diffused. Curious? Read the whole piece now!


Why Data is the Real MVP: Seven Examples of Data-Driven Storytelling by Leading Brands


By Jacqueline Zenn

It’s the hot marketing industry trend at the moment, data-driven content. So, why not learn from the best-of-the-best in the Industry? Thankfully you don’t need to dig around because Zenn has put together this great list featuring seven examples of data-driven storytelling by leading brands. This list includes the likes of OKCupid, Spotify, Uber and Mint. We suggest giving this a read because there are some great lessons to be learned here.



Source: Gartner

Gartner Shares Latest Data on Enterprise Marketing Tech Spend


By Scott Brinker

Have you been searching for the latest data on enterprise marketing technology spend? Look no further. Gartner recently released its CMO Spend Survey 2016-2017. It’s already been in the news because the company’s report showed that marketing budgets climbed for another consecutive year, now up to 12% of total company revenue. As Brinker notes, the report has also received fanfare because it shows that Gartner’s once flabbergasting prediction from back in 2012 — that by 2017 CMOs would spend more on technology than CIOs — is on track to be proven true. What follows is a very concise and much-needed summary of the Gartner report.


Marketing Analytics: Driving Data to the Forefront

All Analytics

By James M. Connolly

If you haven’t stumbled across the All Analytics website yet then we have unearthed a gem for you. It is rife with excellent analysis and content to do with analytics and data. A great example of this is a piece by James M. Connolly that discusses Adele Sweetwood’s new book, The Analytical Marketer: How to Transform Your Marketing Organization. He says, “The analytics-driven changes in marketing aren’t just about marketing itself but truly are reflective of how entire enterprises are going through a reinvention.”


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