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The data for online shopping cart abandonment rates isn’t pretty. Even if you think it’s high, you might be surprised at how high. The latest stats put the global rate at slightly over 70%. For most ecommerce sites, this means only around 30% of your visitors are crossing the conversion finish line. Cart abandonment is […]

There’s a mindset in performance marketing that sounds completely reasonable on the surface: make every campaign better. Improve the ROAS. Lower the CPA. Tighten the targeting. Squeeze more efficiency out of every dollar. It makes sense, until it doesn’t. I’ve seen this play out. Teams chase increasingly impressive efficiency numbers and the campaigns do look

For the past several years, marketing strategy has reorganized itself around a simple premise. Third-party data is fading. Privacy expectations are rising. The solution, we are told, is first-party data. Collect more of it. Centralize it. Build the customer view around it. In many ways, the shift was necessary. Direct relationships with customers are more

CMOs are under pressure to prove their value, and many are struggling to do it. Much of marketing’s impact is difficult to measure in the way finance evaluates performance. While CMOs focus on long-term brand building, CFOs prioritize short-term, on-paper financial results. That disconnect shapes how marketing is judged. The core issue is not measurement

Great CMOs, CEOs and CFOs thrive on honest insights and recognized truths, things that are intellectually understood but often forgotten. Allow me to drop a truth bomb: Performance marketing doesn’t create demand. It captures it. If the water tank isn’t full, your best performance campaigns just become expensive new low-flow faucets. Organic traffic is down.

Consumers are still concerned about privacy, but they are getting more comfortable trading data for better product recommendations. Share a little about what you’ve browsed or bought, and the experience gets faster and more relevant. But that openness has limits, and when brands push past what feels fair or transparent, trust drops quickly. To improve

Zeta Global is pushing its AI strategy into a new phase with the general availability today of Athena, positioning it as the foundation for what it calls a “superintelligent marketing” era. The pitch is less about new features and more about changing how marketing systems work. The company says Athena brings together data, identity and

Consolidation is back on the agenda for many martech teams. The CFO is scrutinizing spend. Your marketing budget is flat.  Every major platform vendor (CRM, MAP, CDP, attribution) has an ROI model prepared that makes the case for consolidation. The problem is what the model leaves out. The case for consolidation and why it’s incomplete

In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: What realistic ROI models can B2B teams use to justify deeper workflow integration of AI tools across the marketing lifecycle? MarTechBot’s answer:

AI won’t make SEO obsolete, but it’ll change how the work gets done. There’s a growing concern that as AI systems improve, they’ll replace the need for human SEO analysis entirely. Early experiments suggest otherwise. While AI can assist with technical tasks and even generate usable outputs, it still depends heavily on detailed human input, structured data