Wealth management firms know first-hand the importance of client relationships to their business and often depend on those relationships to generate referrals.

In this second part of the four-part blog post series, “In Pursuit of Pharma Marketing Excellence”, I’ll discuss the actual email process and the importance of optimization.

Google is once again updating the definition of close variants. What does this mean for the search giant and for advertisers?

Todd Bowman, senior director of Amazon and eRetail for the ad buying firm Merkle, said that while the changes make it easier to understand the names of Amazon's ad products, the revamp will not change how he buys ads.

Identity has never been more critical for marketers than it is today, given the proliferation of digital and online channels and media through which consumers and brands interact.

Insurance companies are planning to introduce multiple artificial intelligence (AI) applications over the next few years. Insurance CMOs have a major stake in this evolution considering how these technologies are positioned will affect brand perception, engagement, and other marketing outcomes.

Adaptive Learning is a core capability of a decisioning platform that automates training, monitoring, and fine-tuning classification models to predict a specific customer behavior.

Analytics tools aren't just another level of your martech stack. Contributor Jose Cebrian argues that they should be interwoven throughout the technologies used in the marketing process.