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How to find -- and hire -- data scientists - VentureBeat

How to find -- and hire -- data scientists - VentureBeat | The MarTech Digest | Scoop.it

Digest...


So how do you find and hire these newly essential employees? Not easily, according to data scientists Max Song and Carl Shan, who are working on a Data Science Handbook, and have published 120 Data Science Interview Questions.

 

Roughly 140,000 people are employed as data scientists right now, but by 2018, we’ll need 440,000 to 490,000, according to that report. The shortfall is due to the fact that this job is so new there’s not a direct educational equivalent, or an obvious career path. There’s no data science major in college, with the closest equivalent being perhaps a rare statistics major. But data scientists also need a firm grounding in computer science.

 

Employers and recruiters need to broaden their search to people who may not have the title of data scientist, and may have followed diverse educational and career paths.

 

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marketingIO's insight:

It'll be more than 500K data scientists needed, as more technology will drive the need beyond what we can see today. Tough to find and hire today: the skills are there but spread across multiple individuals.

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Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here

Subscribe to The MarTech Digest: http://bit.ly/miocom #MarTech

marketingIO's insight:

Your Must-Read MarTech Digest™, for Thursday, 7/20/17 #MarTech http://sco.lt/... Get The #MarTech Digest: http://bit.ly/miocom

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The Ultimate Guide to International Email Spam Laws - Crazy Egg

The Ultimate Guide to International Email Spam Laws - Crazy Egg | The MarTech Digest | Scoop.it
I’m starting to get a lot of email from companies that haven’t asked permission to email me. I suspect that a few of the new sales prospect scraping technologies out there are supplying email addresses to aggressive sales and marketing teams.
marketingIO's insight:

Be very aware of GDPR.

 

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The 5 Elements Every e-Commerce Website Needs to Attract New Customers [Infographic] - Social Media Explorer

The 5 Elements Every e-Commerce Website Needs to Attract New Customers [Infographic] - Social Media Explorer | The MarTech Digest | Scoop.it
Which e-commerce website elements are most important to consumers? What should brands focus time, energy, and budget on improving? To find out, we looked at a host of recent surveys, research reports, and academic papers....read more
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Organizing for Martech: Re-examining modern marketing structure

Organizing for Martech: Re-examining modern marketing structure | The MarTech Digest | Scoop.it
Many organizations are struggling to optimize their staffing and skills to compete in a rapidly changing marketing world. What worked yesterday in marketing and technology may not work today – or tomorrow. With the rapid infusion of technology into the marketing organization, tensions between marketing and IT are inevitable.  

How do you structure marketing to manage martech? What skills do you look for….or even need? How do you foster collaboration across groups in this new environment? Who’s in charge? Who should be?

Join our panel of martech experts as they explore the challenges facing CMOs looking to transform their marketing organization. They’ll discuss emerging best practices and the pros and cons of different management structures. You’ll also gain insights into how they manage and run their own companies.

Attend this webinar and learn:

Best practices for organizing around function, channel, customer segment or lifecycle stage.
How to break down traditional marketing silos through re-organization.
How CMOs can successfully adapt the organization to changes from martech.
marketingIO's insight:

A webinar taking place on 8/15.

 

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Four Characteristics of a Customer-Centric Marketing Operations Organization - MarTech Advisor

Four Characteristics of a Customer-Centric Marketing Operations Organization - MarTech Advisor | The MarTech Digest | Scoop.it

"Begin with….An Enterprise and Marketing Adoption of Customer Focus

  • A set of corporate-wide KPIs based on the customers baked into MBOs (management by objectives) for every person in the organization
  • Senior management taking responsibility for sharing  why a customer-centric approach works for every person in the company
  • Decision-making in terms of delighting customers driven down and across every person in the company
  • Peer-to-peer recognition and rewards for individuals who delight the customer
  • Obsession around customer NPS (net promoter score) and customer sat scores


1. MarTech Stack
2. Skills and Capacity
3. Data Insights
4. Alignment"

marketingIO's insight:

It has to be the right stack.

 

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Driving growth in B2B sales and marketing increasingly tied to more navigable CRM tools - The Drum

Driving growth in B2B sales and marketing increasingly tied to more navigable CRM tools - The Drum | The MarTech Digest | Scoop.it
B2B sales professionals are increasingly asking for a better playbook citing they lack the power to share content with prospects and track them.

In fact, according to a recent report in eMarketer, who cite 2017 data from digital marketing company Regalix and enablement platform ShareDemos, these sales and marketing professionals are actually looking for features that make their jobs easier.

According to a large share of respondents (76%) said they want quick navigable sales tools. Nearly half (48%) said they want the ability to create and edit content in a rapid manner, and 40% want the power to share content with prospects and track them.
marketingIO's insight:

DAM!

 

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Investscape Q2 ’17: $2.4 Bn VC Funds Springs Martech Back to Action - MarTech Advisor

Investscape Q2 ’17: $2.4 Bn VC Funds Springs Martech Back to Action - MarTech Advisor | The MarTech Digest | Scoop.it
After a slow Q1, 105 marketing technology companies found favor with 278 investors in the April-May-June quarter of 2017 to bring this industry into focus once again; Gamification top funded category shows PE paying attention to firms creating tech meant to engage millennials
marketingIO's insight:

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Google's New Product Could Be A Stealth Torpedo For LinkedIn - Forbes

Google's New Product Could Be A Stealth Torpedo For LinkedIn - Forbes | The MarTech Digest | Scoop.it
Google has announced a tool that will let small to medium businesses recruit more quality candidates efficiently. ‘Hire‘ is not to be confused with ‘Google for Jobs’ which Google announced last month which helps people find jobs via search easier. Instead ‘Hire’ works directly with Google’s G Suite (Gmail). 

‘Hire’ is a smart play by Google. Not only will the tool get more small businesses using G-suite (a direct competitor to Microsoft’s Office) but it also makes the whole Google product set more alluring to those wavering. LinkedIn looks almost clunky next to Hire and isn’t half as friendly as Google to small and medium sized businesses looking to save time and money. While clearly belonging to Google, small businesses get a sense of ownership they are unlikely to get with LinkedIn. 
marketingIO's insight:

Hiring only, which makes complete sense for the SMB. I'm thinking this may be a Trojan Horse for something bigger down the road.

 

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CMO Council Exec Says Survey Shows 'Arrogance' of B2B Marketers Must End - B2B News Network

CMO Council Exec Says Survey Shows 'Arrogance' of B2B Marketers Must End - B2B News Network | The MarTech Digest | Scoop.it

"More than half of consumers across the U.S., Europe and Canada say company websites and e-mail remain their go-to channels — a sign one CMO Council exec says the “arrogance” of B2B marketers must come to an end.

While 38 per cent of respondents said brands are “getting there and know me better today than before,” the survey suggested mismanaging marketing channels or failing to invest in them could be costly. If they experience common frustrations such as not being treated like loyal customers (cited by 36 per cent of respondents) or deal with slow service from reps who don’t recognize them (33 per cent), they’re not afraid to walk. In fact, 47 per cent of customers said they would stop doing business with a brand that continues to frustrate them, and 45 per cent said they would spend their money with another brand."

marketingIO's insight:

Goes back to the adage that you need to do one thing, and do it well.

 

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5 Reasons Why Businesses Are Failing With Marketing Automation | Marketing Insider Group

FAIL #1: NOT INCLUDING THE RIGHT PEOPLE IN THE DECISION
FAIL #2: CHOOSING THE WRONG VENDOR
FAIL #3: NOT GETTING THE RIGHT SUPPORT OR SERVICE
FAIL #4: NOT GETTING EDUCATED
FAIL #5: YOU CAN’T GROW WITH THE PLATFORM
marketingIO's insight:

5 of many. #1 culprit: people. #2 culprit: data.

 

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Your Must-Read MarTech Digest™, for Wednesday, 7/19/17 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Wednesday, 7/19/17 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s digests of curated articles summarized for your quick review: 

 

 

See ALL Top Curated Marketing Technology Articles here.

marketingIO's insight:

Your Must-Read MarTech Digest™, for Wednesday, 7/19/17 #MarTech #DigitalMarketing

 

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Persuasive Techniques in Website Optimization: The Ultimate Guide for SaaS (100+ persuasion techniques) - Convertize

Persuasive Techniques in Website Optimization: The Ultimate Guide for SaaS (100+ persuasion techniques) - Convertize | The MarTech Digest | Scoop.it
Learn how to get more conversions and revenues from any marketing campaign with exclusive tips and insights. It's FREE
marketingIO's insight:

Use this as a table of contents, and CT for the specifics behind each.

 

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How B2Bs Are Harnessing the Event Stack - eMarketer

How B2Bs Are Harnessing the Event Stack - eMarketer | The MarTech Digest | Scoop.it
A typical event stack includes other assorted tools, such as an event mobile app, a CMS for the event website, on-site engagement tracking tools, networking capabilities, registration software, attendance scanners with RFID, beacons and perhaps even real-time polling systems, according to Alon Alroy, co-founder and chief of marketing at Bizzabo, an event marketing platform provider. "Then, there needs to be a whole suite of analytics, and insights to analyze data from all of these pieces and to digest that into something a B2B marketer can actually understand," he said.

marketingIO's insight:

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Is Twitter Doomed? Social Media Experts Weigh In - Social Media Explorer

Is Twitter Doomed? Social Media Experts Weigh In - Social Media Explorer | The MarTech Digest | Scoop.it
The problem is not so much monetization, but rather user growth.

Losing Twitter would negatively affect how brands are able to interact with their customers. 

I’m hopeful a media company will acquire Twitter and introduce innovation.

Twitter stock will continue to slide and the company will get gobbled up by one of the Big 6 major media conglomerates. It’s too enmeshed in our culture to just shut down without being snapped up. 

Worst case scenario, some media or tech company buys them for the impressions and user base alone. 
marketingIO's insight:

Thoughts from some social media experts. The exit is clear. Conversely, it'd be very surprising to see T purchase other platforms.

 

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What NOT to Include in Your Email Signature | Propeller CRM Blog

What NOT to Include in Your Email Signature | Propeller CRM Blog | The MarTech Digest | Scoop.it
Here are some other things you should leave out of your email signature:

Your personal social media profiles
Your home phone number or address
Your personal website
Your email address (this might seem obvious, but needs to be said)
Your vCard (it adds bulk and is redundant for most of your contacts)
Inspirational quotes, jokes, memes
GIFs
marketingIO's insight:

CT for tips for improvement.

 

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5 Stupid Myths About B2B Social Selling - Social Media Explorer

5 Stupid Myths About B2B Social Selling - Social Media Explorer | The MarTech Digest | Scoop.it
1. It Doesn’t Work for B2B

2. It Isn’t Measurable

3. It’s Impossible to Scale 

4. It Drives Sales Instantly

5. Your Sales Team Doesn’t Need Social Selling Training
marketingIO's insight:

TEST!

 

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The Importance Of Lead Nurturing – Statistics and Trends [Infographic]

The Importance Of Lead Nurturing – Statistics and Trends [Infographic] | The MarTech Digest | Scoop.it
Did you know that 80% of new leads never translate into sales and companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost
marketingIO's insight:

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7 Signs Your SEO Strategy Is Not Sustainable - Forbes

7 Signs Your SEO Strategy Is Not Sustainable - Forbes | The MarTech Digest | Scoop.it
Signs of Non-Sustainable SEO

So how can you tell if your SEO campaign is sustainable? It’s actually easier to look for signs that it’s not sustainable:

1. A repetitive content base.

2. Inconsistent vendors and experts.

3. No clear long-term vision.

4. Gimmicky link building strategies.

5. Overly expensive campaign plans.

6. Patchwork fixes.

7. Inattention to subjective authority growth.
marketingIO's insight:

CT for the details.

 

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Facebook Retargeting: 157-Point Guide For Sweet Results - KlientBoost

Facebook Retargeting: 157-Point Guide For Sweet Results - KlientBoost | The MarTech Digest | Scoop.it
Facebook retargeting has a lot in common with retargeting on Google AdWords. The more you spend time on creating remarketing campaigns on Facebook, the better you’ll get.

But what are the first steps you need to take in order to get started with Facebook remarketing? Who should you retarget with your Facebook ads? What are the best Facebook retargeting tactics? How does the remarketing audience setup work?

That’s exactly what we’re going to uncover in this complete guide to Facebook retargeting campaigns.
marketingIO's insight:

This is the DEFINITIVE guide on FB retargeting.

 

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Accenture acquires digital optimization firm Clearhead - MarketingDive

Accenture acquires digital optimization firm Clearhead - MarketingDive | The MarTech Digest | Scoop.it

"-Accenture has acquired Austin-based digital optimization firm Clearhead to become part of Accenture Interactive, per an Accenture press release.
-Clearhead is a testing and optimization company that helps brands continuously test, redesign and personalize digital efforts from customer experiences to digital products.
-“Experience is the new battleground in the digital world and brands need to continuously optimize it across the entire customer journey,” said Glen Hartman, head of Accenture Interactive North America, in the press release. Jeriad Zoghby, global personalization lead, Accenture Interactive, added: “Brands are beginning to realize that experimentation is the new normal and has to be core to their culture, capabilities, and operations in order to offer engaging digital experiences.”"

marketingIO's insight:

Optimization. Expecting Analytics and Predictive and AI next.

 

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MarTech Kings – Behind the Silicon Valley Wall - Huff Post

MarTech Kings – Behind the Silicon Valley Wall - Huff Post | The MarTech Digest | Scoop.it
Successful MarTech companies are the ones that have taken measures to safeguard their future and while many companies are struggling, some are thriving that focused on three key areas of business performance;

· Business operations

· Non-optional technology

· Investing in customer success

In an over-crowded Marketing Technology landscape the clear winners are companies that can build sustainable businesses for the long term. Whilst complexity can be a challenge, opportunity is ripe.
marketingIO's insight:

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Google Tag Manager: A 15-Hack Quick Start Guide - KlientBoost

Google Tag Manager: A 15-Hack Quick Start Guide - KlientBoost | The MarTech Digest | Scoop.it
Google Tag Manager (GTM) is the buffer that keeps marketers and your IT or development departments happy. It’s used for conversion tracking, retargeting, analytics, and more.

GTM is basically a container which houses all the tracking scripts (or tags) for your site. Because they’re all in one container, it makes it easy to keep track and manage your tags in one place.
GTM launched by Google on October 1, 2012 as a way to help marketers understand the behaviors and gain insights into how audiences are performing. While we’ve had tools at our disposal before, many have required someone with coding experience to add “tags” to our website.
marketingIO's insight:

BOOKMARK THIS!

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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A Minimalist's Four-Step Approach to Decluttering Social Media Accounts | SiriusDecisions

A Minimalist's Four-Step Approach to Decluttering Social Media Accounts | SiriusDecisions | The MarTech Digest | Scoop.it

A social media operations manager can use the following steps to apply the minimalist “four-box method” to social accounts: trash, give away, keep or relocate.

-Trash. For accounts that are no longer active and whose mission is no longer a priority, determine an appropriate exit strategy.
-Give away. We certainly aren’t donating our social channels to any other organization, but it is possible that an account managed by one team has a priority and focus that more closely matches that of another team within the company. 
-Keep. Retain social accounts that are still active and relevant, and maintain an active level of social programming and engagement.
-Relocate. Some accounts are created to support a business unit or service area’s need, but it is later determined that the business unit still has enough content and interest to support a channel, but that the actual platform is no longer a fit. After a social operations manager conducts an analysis and meets with the team, it may be decided that the actual platform (Twitter in this case) may not be the best choice. For this purpose, the team may decide to “relocate” the social programming for recruiting to another platform like LinkedIn or others.

marketingIO's insight:

Strip it down to bare essentials.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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What are the essential components of a Customer Data Platform? | ClickZ

What are the essential components of a Customer Data Platform? | ClickZ | The MarTech Digest | Scoop.it
A Customer Data Platform needs to:

Function for marketers
Unify data
Track individuals
Connect with external systems
Segment customers
Let’s look at how that works in a little more detail.

1. A CDP is marketer managed

2. A CDP breaks down data silos, from any data source, and unifies it in a single database

3. A CDP can track individuals, not just data sources

4. A CDP is accessible with external systems

5. A CDP can segment your customers
marketingIO's insight:

Much more guidance when you CT.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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New Research: How Companies Buy Marketing Tech - TargetMarketing Mag

New Research: How Companies Buy Marketing Tech - TargetMarketing Mag | The MarTech Digest | Scoop.it

"Marketing executives today are being challenged to incorporate more technology than ever into their technology stacks, and that means developing processes and skills that the CMO just didn’t need before. With this research, you’ll be able to benchmark the practices your company uses against others in the industry, and see where you might be able to improve your own processes.
Highlights include:
-Brands are buying more marketing technology than ever, and they’re doing it with what appears to be minimal input from other departments.
-64% of purchases are made by individuals or single teams.
-Fewer than 50% of purchasers conduct formal requirements assessments.
-Marketers prefer to use self-driven, self-empowering paths to purchase than be shepherded through by a vendor."

marketingIO's insight:

It's about 50-50 IT to Marketing. But be careful for what you wish for.

 

RYZZ: It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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