Is it the end of behavioral targeting, and has the MarTech bubble burst? These are just some of the questions being asked in this week’s DatoRoundup as we reflect on 2016 and start planning 2017. We also feature more great content from Marketo, MarketingProfs, Harvard Business Review and McKinsey & Co. Enjoy!
The End of Behavioral Targeting and the Rise of Account-Based Marketing
MarketingProfs
By Ray Kingman
Most marketers live and breathe intent data and the value of pre-packaged cookie segments. However, according to this piece by Semcasting CEO Ray Kingman, “As marketing moves toward personalization — a trend that mobile has not merely made possible, but inevitable — it’s becoming clear that behavior isn’t the Holy Grail many claimed it was.” After all, he asks, “Isn’t it much more valuable to know who your customer is, rather than to draw inferences from their most recent behavior?” It’s an interesting discussion as B2C marketers shift to a greater emphasis on personalization.
DMNews
By Alexander Neely
Has the MarTech industry reached it’s tipping point? Judging by the number of articles predicting the rise in marketing’s importance and spend for 2017, we think the answer is clear. However, this piece from DMNews reports that, “while companies are 2.8x more likely to substantially increase spending on tools and tech — from marketing automation to predictive intelligence, according to this year’s State of Marketing Report by Salesforce; there have been issues on the horizon about a sudden squeeze in venture capital in the tech sector, as well as, a swell of consolidation within the industry.” So is it boom or bust for Martech? Perhaps, says Neely, the answer is somewhere in the middle.
The Age of Analytics: Competing in a Data-driven World
McKinsey & Co.
By Nicolaus Henke, Jacques Bughin, Michael Chui, James Manyika, Tamim Saleh, Bill Wiseman, and Guru Sethupathy
McKinsey & Co. has just released a report on big data’s potential and how it just keeps growing. Taking full advantage means companies must incorporate analytics into their strategic vision and use it to make better, faster decisions. But before the report gets into how to do this, it first explores whether or not big data is all just hype. Check out this excellent executive summary of the full report as there are plenty of insights for you to glean.
Harvard Business Review
By Edd Wilder-James
Every CIO Edd Wilder-James meets tells him that they are excited at the potential of analytics for their business. With one caveat — they can’t get their hands on the data in the first place. He says, “Embracing data as a competitive advantage is a necessity for today’s business, so why is it so hard to get access to the data we need?” Here’s his very practical advice for breaking down those data silos.
Marketo
You would expect automation experts Marketo to have some solid insights and predictions about marketing for 2017, and this slide deck doesn’t disappoint. It is easy to see why it has already had over 1,000 shares. Topics include customer-centric data and technology of course, but one of the great surprises of this deck is the focus on a new generation of more tech-savvy marketers. See this Slide Share if you’re looking for plenty of great intel for 2017!
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