“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, research vice president at Gartner. More than a century ago, two titans emerged from the wreckage of the railroad wars. The prickly Jay Gould ran the Union Pacific, […]
Publicis Groupe’s Publicis.Sapient platform was a big winner in Gartner Research’s ranking of digital agencies, released Friday. Publicis.Spaients’s three digital agency brands, Razorfish, SapientNitro and Digitas LBI were recognized as “Leaders” in the research firm’s Magic Quadrant for global digital marketing agencies. Gartner reserves the Leader designation for companies that exhibit both completeness of vision […]
It would be fair for readers of Gartner’s “Magic Quadrant for Digital Marketing Hubs” report to be taken aback. Why would Gartner evaluate media-buying platforms (MediaMath and Turn), marketing clouds (Adobe and Oracle) and data management platforms (Krux and Nielsen/eXelate) with the same criteria? Usually those categories are complementary, not competitive. In the report, released […]
Marketers want integrated analytics solutions – a trend clearly demonstrated by the diversity of the players populating Gartner’s most recent “Magic Quadrant for Digital Marketing Analytics,” released Monday. Adobe unsurprisingly took the lead, with SAS and Google trailing right behind. But in a sign of where the market is headed, attribution companies like Visual IQ also […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, research director at Gartner. Despite what you’ve heard, this is not the first generation to face the rush of disruption, crumbling institutions and fortunes made by mysterious engineers. […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Andrew Frank, research vice president at Gartner. Of all the challenges facing data-driven marketers today, finding the right balance between relevance and privacy ranks near the top. Personalize too aggressively […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, research director at Gartner. There is an acute and growing skills gap that threatens the success of many otherwise admirable ad tech companies. Worse than the well-known shortage […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, research director at Gartner. It should be obvious by now that the emerging class of providers known as digital marketing hubs or clouds rely on a smart combination […]
Gartner Research’s first-ever Magic Quadrant for Digital Marketing Hubs, released Wednesday, assumes that ad tech, marketing tech and CRM will naturally converge. As such, it pits enterprise platforms like Salesforce.com against ad tech regulars like Rocket Fuel [x+1] and Turn. No doubt many in the industry will debate whether or not this is fair, or […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, research director at Gartner. The fast-twitch distinctions between agencies and marketing software, low-margin analysts and high-margin code, are rapidly disappearing. Inspired by their investors, software startups trip over […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, research director at Gartner. You can’t swing a cat video in the marketing and ad tech space these days without hitting someone who says they have a hub, […]
From 2010 to 2013, enterprise giants like Adobe, IBM, Oracle and Salesforce.com collectively spent close to $30 billion acquiring digital marketing technologies. Yet, enterprise platform companies will continue to invest to fill gaps in their marketing stacks in 2014, experts predict. Email, one of the oldest of digital channels, still remains an attractive target for […]
In what ways do the various components of digital marketing intersect and how can a company use that knowledge to its advantage? Gartner asked itself those questions and came up with the “Digital Marketing Transit” map, which resembles the map of the London Underground, with color-coded routes bearing names like mobility, analytics, and ad tech […]
Smartphones – and Apple’s iPhone in particular – may seem ubiquitous in the US (see AdExchanger’s Q1 mobile RTB report). Yet worldwide, Samsung beat out Apple and Android-based smartphone sales in the first quarter 2013, according to Gartner. Gartner found 426 million mobile phones were sold in the first quarter, up 0.7% from Q1 2012. Worldwide smartphone […]
Information Builders, a 38-year-old business intelligence and analytics provider that serves customers like Ford, Mastercard, Lockheed Martin, and Verizon, is setting its sights on the CMO. The New York City-based company yesterday launched its WebFocus Social Media Analytics platform, designed to provide insight into customer sentiment on social networks. “We were originally very IT-driven but […]
Gartner predicts global ad revenue for mobile will top $11 billion this year, and leap to $24.5 billion three years hence. (Press release) That’s a striking increase from the estimated $9.6 billion it recorded in 2012, suggesting a rosy near-future for mobile ad sellers such as search companies, app developers, ad networks and social platforms. […]
