Marketing Data & Analytics

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Explore a range of articles created by our industry experts that cover the latest trending topics in Marketing Operations

How Do We Ensure Data Privacy and Compliance with AI?

Sojourn Solutions

Oct 225 min read

How Do We Ensure Data Privacy and Compliance with AI?

Companies that use AI often handle vast amounts of sensitive customer data, making it essential to protect this information and adhere to...

Navigating Marketing Success: How Database Health Steers Your B2B Strategy

Sojourn Solutions

Oct 74 min read

Navigating Marketing Success: How Database Health Steers Your B2B Strategy

If you’ve been wondering whether your marketing database could be holding your team back, now is the time to evaluate its health.

3 ways B2B marketers can improve customer data quality to improve results

Sojourn Solutions

Mar 3, 20234 min read

3 ways B2B marketers can improve customer data quality to improve results

So where specifically are B2B marketers investing in their “data ecosystems,” and what steps are they taking to ensure their data quality?

How Salesforce’s Tableau transforms data into better decision-making

Sojourn Solutions

Oct 6, 20224 min read

How Salesforce’s Tableau transforms data into better decision-making

Tableau can be viewed as an organization’s bridge connecting its raw, unfiltered data on one side with insights and actions on the other.

What the proposed Federal Data Privacy Law might mean for B2B Marketers

Sojourn Solutions

Oct 6, 20224 min read

What the proposed Federal Data Privacy Law might mean for B2B Marketers

The proposed American Data Privacy and Protection Act (ADDPA) , now pending in the House of Representatives, would provide a...

Getac’s 1st-party cookie strategy generated 55% increase in ad targeting efficiency (post 4 of 5)

Sojourn Solutions

Jul 28, 20224 min read

Getac’s 1st-party cookie strategy generated 55% increase in ad targeting efficiency (post 4 of 5)

Data is the fuel that powers modern marketing, enabling better understanding of customer needs that leads to better engagement, better...

6 recommendations for Marketing Operations to improve data maturity (post 3 of 5)

Sojourn Solutions

Jul 21, 20224 min read

6 recommendations for Marketing Operations to improve data maturity (post 3 of 5)

Data is the fuel that powers modern marketing, enabling better understanding of customer needs that leads to better engagement, better...

What is Data & Insight maturity and how does Marketing Operations achieve it? (post 2 of 5)

Sojourn Solutions

Jul 14, 20224 min read

What is Data & Insight maturity and how does Marketing Operations achieve it? (post 2 of 5)

Data is the fuel that powers modern marketing, enabling better understanding of customer needs that leads to better engagement, better...

Why Data & Insight are key drivers of Marketing Operations success (post 1 of 5)

Sojourn Solutions

Jul 7, 20224 min read

Why Data & Insight are key drivers of Marketing Operations success (post 1 of 5)

The essential role and fit of Data & Insight in the Marketing Operations triangle is anchored in use cases, prioritized on business needs.

10 steps for ensuring data quality to fuel B2B marketing

Essie Reynolds

May 12, 20225 min read

10 steps for ensuring data quality to fuel B2B marketing

Essie Reynolds, MBA, is a Data Analyst and Business Intelligence Consultant at Sojourn Solutions. Modern marketing is fueled by quality...

Good data governance blends people, processes, and martech: A Q&A with Scott Brinker

Sojourn Solutions

Feb 9, 20224 min read

Good data governance blends people, processes, and martech: A Q&A with Scott Brinker

As with managing martech, data governance blends people, processes, and technology.

Cookies are crumbling: Zero-party data – what it is, and what marketers need to know about it

Kelly Newton

Jan 20, 20224 min read

Cookies are crumbling: Zero-party data – what it is, and what marketers need to know about it

Cookies are crumbling, which impacts how marketers collect customer data and how they leverage data for their marketing efforts. Customer...

Cookies are crumbling: Tracking first-party cookies in Eloqua – what you need to know

Kelly Newton

Jan 13, 20225 min read

Cookies are crumbling: Tracking first-party cookies in Eloqua – what you need to know

This blog post was co-produced by writer Chuck Leddy and Kelly Newton , Sojourn Solutions Marketing Automation Consultant (Kelly...

Driving data governance improvement: 5 steps for success

Sojourn Solutions

Jan 6, 20224 min read

Driving data governance improvement: 5 steps for success

Data governance defines the rules of the road for data, making it clear who can take what action, upon what data, in what situations,...

Adobe on first-party data, data collaborations, and data governance in a cookie-less future

Sojourn Solutions

Dec 3, 20214 min read

Adobe on first-party data, data collaborations, and data governance in a cookie-less future

A recent webinar from Adobe (free) focused on what strategies, tactics, and actions marketers can take now to change the way they engage...

Data Governance for Marketers: A brief guide with your questions answered

Sojourn Solutions

Nov 19, 20214 min read

Data Governance for Marketers: A brief guide with your questions answered

Data governance can be viewed as the “rules of the road” for how marketers handle customer data.

Cookies are crumbling: 5 tips from Salesforce for thriving in a cookie-less future

Sojourn Solutions

Oct 7, 20214 min read

Cookies are crumbling: 5 tips from Salesforce for thriving in a cookie-less future

Martin Kihn, SVP with Salesforce Marketing Cloud, describes the future of data and privacy in a cookie-less world.

Why measuring marketing ROI is like flying a 747

Steve McConnell

Sep 23, 20213 min read

Why measuring marketing ROI is like flying a 747

There is no more important metric in a marketing organization than return on investment (ROI).

Cookies are crumbling: First-Party Data is the future of marketing, says Adobe Experience Cloud's Chief Anil Chakravathy

Sojourn Solutions

Aug 19, 20214 min read

Cookies are crumbling: First-Party Data is the future of marketing, says Adobe Experience Cloud's Chief Anil Chakravathy

Anil Chakravarthy, executive vice president and general manager of Adobe's Digital Experience business, started at Adobe just months...

10 lessons learned: How Progress improved its with multi-touch attribution (post 2 of 2)

Sojourn Solutions

Jul 31, 20204 min read

10 lessons learned: How Progress improved its with multi-touch attribution (post 2 of 2)

In this post, we’ll share the 10 key lessons Progress learned during its MTA journey, as told by their Director of Marketing Operations.