Dec 20, 2024

There’s a fine line between “breaking through the clutter” and overwhelming your audience. To find the right balance, you want to know how different features in the digital experience (or email or ads) are perceived by the user — and which features and choices will drive that user to action. Today, contributor Stephanie Trovato reveals the science behind CTAs.

Also today, contributor Lisa Peyton presents a video tutorial on how to use large language models (including Amazon’s new Nova model) to help target campaigns.

And finally, before you head out for the holidays, please take our quick 2025 State of Your Stack Survey. It’s a chance to help the community understand where its tools are headed in the next couple of years.

Chris Wood
Editor

Performance marketing

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MarTech research

Surveys and research reports to make you a more-informed marketer

The 2024 MarTech Replacement survey tracks the replacement of applications in the martech stack yearly. Download the 2024 report (no registration required).
NEW! Take our 2025 State of Your Stack survey and share your vision for your team’s martech stack. We’ll unveil the findings in 2025 and share them with the community.

What they're saying

“Each time someone scrolls past a button or link, their brain evaluates whether to take action. The key is creating CTAs that align with these decision-making processes.” Stephanie Trovato in The science behind high-performing calls to action.
“You need a CDP that has experience in your industry and with companies with a similar business model. Each industry has peculiar expectations and requirements, and you don’t want to have to explain them, or constantly fight against a different set of assumptions.” Greg Krehbiel in The hidden reasons your CDP project is failing.