Tag Archives: Martech Column

A deep dive into online-to-in-store attribution

Columnist Michael Della Penna walks you through the various methodologies used to understand the impact of impressions on in-store visits and how they affect campaigns.

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Confessions of a marketing automation addict

Marketing automation is the future for digital marketers. But Mary Wallace, a columnist and marketing automation junkie, explains why in-person events and direct mail still have their place in the marketing mix.

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The new marketing mandate: Learn fast

Marketing technologists find themselves in the unique position to mentor their fellow marketers as the landscape changes rapidly. Contributor Justin Dunham explains how.

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How to set up a successful revenue-generating demand gen system

Some marketers hurtle headlong into gathering leads without considering the strategic framework surrounding the effort. Contributor Sweta Patel explains how to set up a system to maximize the quality and quantity of demand generation.

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