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As AI-powered browsers Perplexity Comet and ChatGPT Atlas reshape how users discover and interact with content, their influence is beginning to surface in web analytics. Understanding how these emerging traffic sources appear in Google Analytics 4 (GA4) is essential for accurate measurement and attribution. The challenge is that these browsers pass referral data in different …

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Search is no longer defined by clicks. Across the web, a growing share of queries now end without a visit to a website. Analysis from Similarweb shows zero-click behavior continues to rise as search engines display more direct answers and AI summaries. Semrush reports the same trend, connecting the drop in outbound clicks to the …

Read more “AI is rewriting visibility in the zero-click search era”

More than three-quarters of business leaders say they’re under growing pressure to drive business value with data, according to a Salesforce report, but many leaders say their data is often outdated, incomplete or low quality. Salesforce’s “State of Data and Analytics” report (registration required) found that while business leaders are eager to use AI for …

Read more “Poor data quality hampering businesses and their AI plans”

The holidays bring a flood of one-time shoppers — and a chance to turn them into long-term customers. Most brands focus on discounts and points, but genuine loyalty comes from connection, not coupons. Here’s how to build relationships that last beyond the holiday rush — using a lesson from an unlikely loyalty experiment. The postcard …

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Many organizations still base their targeting on demographics — broad traits like age, job title or marital status — rather than the behavioral factors that actually drive decisions. Whether B2B or B2C, we’re often relying on attributes that are time-sensitive or situational instead of focusing on what truly shapes intent. It’s no wonder personalization programs …

Read more “Why behavioral segmentation beats personas for real personalization”

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Q: Why do disconnected data and silos persist in marketing organizations? In an era where AI is driving innovation and efficiency, marketing …

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Artificial intelligence is reshaping marketing at every level — but the most transformative shift isn’t just smarter automation or better analytics. It’s the rise of agentic AI — autonomous, goal-driven AI systems that act, learn and collaborate across the marketing ecosystem. In the opening keynote of the MarTech Conference (online and free to attend, Nov. …

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MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals. Source: “When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI-Driven Commerce,” IAB & Talk Shoppe. AI is now the second most influential shopping source behind only search engines, according to a new report from IAB and Talk Shoppe. …

Read more “AI gains influence with shoppers, but search still rules”

For years, account-based marketing (ABM) was framed as an enterprise-only play — a luxury for companies with six-figure deals and long sales cycles. If you’re a founder or marketing lead at a seed-stage startup, you’ve probably filed ABM under “someday.” It’s time to rethink that. The ABM market is projected to grow from $1.4 billion …

Read more “How small companies can win with account-based marketing”

The theme of this week’s Coffee Break word search is martech vendors. Find the five martech vendor names in this word search below while you take a breath. Click on the first and last letter in each word to make a selection. Remember, words can run up, down, left, right or diagonal. Good luck! Marketing …

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