“AI-powered.” “Create effortlessly with generative AI.” “Chat with our AI assistant.” Artificial intelligence is everywhere — and marketing is no exception. But beyond the buzzwords, how exactly is this AI revolution reshaping one of marketers’ most powerful optimization tools: A/B testing? If you need a refresher on the fundamentals, our …
Ever heard of Google’s First-Party Mode, but not sure what it actually does? You’re not alone. With third-party cookies disappearing, tracking gets blocked, audiences shrink, and reports lose accuracy. Learn more in our MarTech Bite: Fazit: First-Party Mode helps keep your tracking future-proof, your data cleaner, and your …
Are you importing conversions from GA4 into Google Ads?Then your ROAS might look lower than it actually is. The reason: GA4 often reports fewer conversions compared to a native Google Ads setup. When data is imported, attribution models and algorithms don’t fully align. The result: fewer reported conversions, a weaker …
Ever heard of Server-Side Tracking, but not really sure what it actually is? You’re not alone. Most marketers still rely on client-side tracking. The problem? Browsers, ad blockers, and consent choices can easily block it. The result: missing data and reports you can’t fully trust. That’s where Server-Side Tracking comes …
Introduction: why one channel is no longer enough B2B buyers are harder to reach than ever. Their inboxes are crowded, LinkedIn is full of connection requests, and cold calls often go unanswered. With so much noise, relying on just one channel is rarely effective. That’s where multichannel outreach comes in. …
Spending more on Google Ads doesn’t guarantee better results, but better tracking often does. If your tracking is off, your campaigns are flying blind. You can’t optimize what you can’t see and that’s money down the drain. In our new Martech Bite, we share 3 ways better tracking improves your …
Marketing organisations today are surrounded by more data than ever before. Platforms like Google Ads, Meta, and LinkedIn generate endless campaign results, while customer journeys across websites and apps add even more complexity. Traditional processes for preparing and analysing this information are slow, repetitive, and prone to human error. AI-driven …
Today, marketing decisions are almost always based on data. But what happens when that data is wrong? The answer is simple: bad data leads to bad decisions. And the worst part? You often don’t realize it until it’s already too late. In our new Martech Bite, we share three clear …
LinkedIn is not the only channel in town. Today, B2B buyers scroll TikTok for trends, join industry chats on Reddit, and watch how-to reels on Instagram. Do not miss where the real conversations (and more importantly) conversions are happening. This article dives into why platforms like TikTok and other social …
For industrial and technical B2B businesses, the sales cycle has always been complex. You’re not selling a one-click consumer product; you’re building trust, demonstrating expertise, and helping decision-makers justify investments that often involve multiple stakeholders. But the way buyers discover, research, and choose suppliers has changed. Most of this journey …
Customer data and data on potential customers are important in marketing to measure and optimize marketing activities and, of course, to address the relevant target groups. However, data collection is increasingly restricted by data protection regulations. For this reason, first-party data is so important and currently a hot topic. First-Party-Data, …
A new data protection ruling from the Administrative Court of Hannover is causing a stir in the online marketing world: the court decided that simply loading Google Tag Manager (GTM) on a website constitutes a data processing activity involving personal data and, under the GDPR and TTDSG (E-Privacy), requires prior …
