All posts
35 posts about marketing technology, from 2022 to 2026.
2026
Loyalty-lite: how to build a rewards program without engineers
Many customer-centric companies have loyalty programs. And it’s not hard to see why. They encourage user engagement, boost desirable interactions (like purchases),...
How will AI impact the marketing job market in the next 10 years?
I recently came across an article with a startling prediction: by the year 2045, AI will have made the majority of the human workforce redundant. You can of course,...
5 ways to sleep better as a Marketing Technology leader
We’ve arrived in the early days of 2026 and like gyms all around the world, Fitness Unlimited in Pankow (my local gym) is packed with New Year’s Resolutioners...
Design for your audience: why a single Marketing analytics dashboard will never fulfil all your needs
Modern marketing cannot survive without data. Of course, the concept of ‘accurate’ marketing measurement has taken a bashing over the last 8-9 years or so....
2025
The challenge of accuracy in fast-moving environments: keeping your content fresh
In contrast to the often glacial pace of product development at large enterprises, startups and scale-ups roll out changes faster than you can say “prototype”. The...
2024
Creating a marketing attribution data source: the challenges and solutions
In the previous post, I went over some of the theory in combining user-level and aggregated information into a marketing attribution data source. In this post, I’ll...
Mobile marketing attribution: combining user-level and aggregated data
Does Google Display or Tiktok generate the most installs? Which campaign should I allocate my budget to? Should I just give up on paid marketing and rely on organic?...
How to set up a continuous testing culture in your marketing team
The majority of marketing teams like to think of themselves as ‘data driven’ – that is, using the data they collect to plan their roadmap, improve copy & creatives,...
Setting up a football prediction campaign with Braze in-app messages
Football summer is almost upon us! It’s just a couple of months until the European Championship, hosted right here in Germany and I’ve got all my fingers crossed...
How to set up a smart banner on mobile web
In the previous posts in the ‘web-to-app’ series, I explained some different ways of providing a single download link for iOS and Android apps, as well as writing a...
Setting up the perfect martech stack for marketing technologists: essential apps and tools
The ideal martech stack is highly subjective and dependent on many factors, not least personal preference. That said, I’ve been inspired by a recent traumatic...
Google Apps Script database: writing dynamic data to Sheet via API
In case you are not familiar with the basics of Google Apps Script, I suggest you check this post. It’ll also run through the concept of a Google Apps Script...
2023
The top 3 use cases for custom scripts in Customer Data Platforms
This weeks header image is generated by DALL.E with the prompt: “An abstract coloured line drawing of data being passed from one place to another”. Customer Data...
How to survive as a marketer with limited engineering resources
Have you ever struggled to fulfil your marketing objectives due to limited support from your Engineering team? I’m willing to bet every Marketer has had some...
How to create a customer referral program with Google App Scripts, a landing page builder and an email marketing tool
Getting your existing customers to promote your product or service is one of the most effective acquisition channels there is. In fact, according to statistics,...
One day in the life of a marketing technologist
In a homage to my favourite ever book, One Day in the Life of Ivan Denisovich by Aleksandr Solzhenitsyn, I’ve jotted down the mundane activities, thoughts and...
What is an event (in the context of marketing attribution and tracking)?
Seeing as I will be referring to events, event tracking and attribution quite a lot in some upcoming posts, I thought it would be rather fun (not to mention useful)...
How to write a device-specific redirection script
In the last post, I covered some different ways of getting a single download link for both your Android and iOS apps. Now I will show you how to make your own script...
4 ways to make a single download link for both your Android and iOS apps
App installs are one of the key success indicators for any company with a mobile presence. And for good reason! Getting users onto your mobile app yields a whole...
Top tip: keep an incident log
Let’s start with an (obvious) statement: technical problems happen in our marketing teams from time to time. (Effective monitoring of your key processes is super...
How to build a Marketing Technology team
In the previous post, I highlighted some reasons as to why having dedicated marketing technology people is increasingly important for a well-functioning marketing...
Why is a Marketing technology team important?
Digital Marketing is becoming increasingly technically complex. There are a huge array of tools available giving many options for acquisition, retention, tracking...
How to make dynamic web pages using data stored in a Google sheet
Many marketers have access to infrastructure to build their own landing pages. Tools like Unbounce, Webflow, Instapage and Bubble.io offer a drag-and-drop interface...
3 ways of automating your marketing workflows (part two)
Welcome to part two! You can catch up on part one here. _2. Managed script hosting platforms__ Google App Scripts (GAS) might not be the first name in mind when...
3 ways of automating your marketing workflows (part one)
In the previous post, I talked through the background of marketing and workflow automation along with some examples of processes that you can automate. Historically...
The importance of marketing automation
It’s one of the industry’s favourite buzz-phrases. Marketing Automation is a convenient umbrella term describing tools and processes that reduce the need for manual...
Step-by-step: how to set up a super simple in-app game
In the previous post, I talked about the possibility of using gamification with in-app messaging to boost promocode redemption rates. As an ardent game lover,...
In-app messages, gamification and boosting promocode redemptions
In-app messages. Alongside push notifications and emails, these ‘app’ versions of website popup windows are one of the main channels in the Retention Marketer’s...
2022
Generating a dynamic QR code with tracking parameters
QR codes seem to be everywhere these days. From their formative years in the Japanese automotive industry, QR code applications now range from the ‘traditional’...
Cookiebot CMP: overview and setup
Cookiebot is a consent management platform (CMP), which can help your website comply with the restrictions on cookies that have been brought in over the last few...
Cookies and user consent
Every digital marketer will be aware of the increasing limitations on cookies due to recent legal developments in the EU and in other jurisdictions around the world....
What does a marketing technology specialist do?
The above question is something I’m often asked (including, on several occasions, by my parents): what is Marketing Technology and what does my job actually involve?...
How to create a database & simple API with Google Apps Scripts and Sheets
If you would like to see how to use a Google Apps Scripts database to serve content for web pages, check this follow up post! …and if you’re interested in some more...
How to make an API call
Martech Specialists make extensive use of APIs for a range of tasks, including getting data for analytics, triggering campaigns, loading data into your tools and...
mh essential tools: Postman
I was once asked in an interview which programs I install first on a new work laptop. Well, Postman certainly fulfils that criteria! Postman is an API testing...
