GUIDE · MarTech
Marketing automation: build a useful first workflow
Choose a narrow workflow such as confirming an enquiry and notifying its owner.
TOPIC
Marketing Technology
Marketing technology is the software and infrastructure used to plan campaigns, understand audiences, create and distribute content, manage customer relationships and measure results. Explore marketing automation, analytics, advertising technology, CRM and customer data, and search and content tools. Our coverage connects platform capabilities with practical workflows, consent, data quality and measurable business outcomes.
UNDERSTAND THE SECTOR
About Marketing Technology
Marketing technology is the software and infrastructure used to plan campaigns, understand audiences, create and distribute content, manage customer relationships and measure results. Explore marketing automation, analytics, advertising technology, CRM and customer data, and search and content tools. Our coverage connects platform capabilities with practical workflows, consent, data quality and measurable business outcomes.
Latest guides
Full archive →GUIDE · MarTech
Marketing analytics: define events before building dashboards
Decide which decision the dashboard should support: improving an enquiry form, comparing landing pages or understanding repeat engagement.
GUIDE · MarTech
Advertising technology: evaluate a campaign tracking setup
List the advertising platform, landing page, analytics tool and sales system involved in a campaign.
GUIDE · MarTech
CRM and customer data platforms: separate records from journeys
A customer relationship management system commonly organizes business relationships and their history.
Latest news
Full archive →NEWS · MarTech
Why marketing automation needs an exit rule
An automated customer journey is incomplete if it defines how someone enters but never defines how they leave.
NEWS · MarTech
Marketing measurement starts with a shared event dictionary
A useful event dictionary gives marketers and developers a common explanation of what a reported action represents.
NEWS · MarTech
Advertising reports need a clear distinction between credit and impact
A campaign can receive attributed conversions without proving that every conversion depended on the campaign.
NEWS · MarTech
Customer data quality is a marketing operations responsibility
A connected customer stack can spread a poor-quality field as efficiently as a useful one.