1/3rd of small businesses start with less than $5K while a whopping 77% use personal funds as their financing method, which is why entrepreneurs are getting wiser on how they spend their marketing dollars. Despite the power of social media marketing, statistics show that Facebook ads lack in producing high ROIs for businesses, whereas email lists remain to be the most influential business generators.
"In the past, the schemers were probably being hired by AdSense account holders to commit ad fraud. Once Google shut that down, they decided to do it to people and make them pay to not do it," Cassidy speculated. "They're taking their tools, pointing them at legitimate people, and making them look like the bad guys."
The concept of dark data sounds ominous, even sinister. But it is very important in the technology world. “To make it more relatable, dark data is like all of the photos on your devices,” said Sky Cassidy, who is the CEO of MountainTop Data. “Most of them will never be used or even viewed again, but they are there.
As the name suggests, Martech is the blending of marketing and technology. However, having the system and understanding the data are two entirely different animals. Presently, only 13 percent of marketers are confident that they're able to fully utilize the data they get from their MarTech tools . In part, this may be because the technology itself overshadows its ultimate purpose.