Marketing analytics
MarTech is your source for marketing analytics content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Marketing artificial intelligence (AI)
3 low-cost tools for data-driven marketing: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how small businesses can launch their digital transformation.
Google Marketing Platform launches new API with enhanced capabilities
The new API allows marketers to move properties between standard and Analytics 360, providing flexibility for deeper insights.
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Marketing artificial intelligence (AI)
Klaviyo launches Klaviyo AI
The marketing automation platform introduces new AI-powered segmentation, email and SMS tools for experiences across channels.
Marketing artificial intelligence (AI)
Using data analytics for customer acquisition: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: using data analytics to boost customer acquisition.
Why you should add predictive modeling to your marketing mix
Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more.
How one tech company is doing marketing without cookies
Sentry.io shares its story of what went right and wrong getting rid of cookies and how they're now doing marketing.
Data visualization: How to transform analytics data into actionable insights
Tired of buried insights in complex reports? Turn overwhelming analytics data into clear insights with data visualization.
Power up your marketing programs with Google Analytics 4
Incorporate a data strategy that will give you a complete view of your customers.
Web analytics is badly broken
In the face of privacy regulators, unilateral moves from Big Tech, and a shift away from third-party cookies, the future of web analytics is far from certain.
Optimizing digital experiences: Don’t focus on just one metric
A fast website isn't the only thing that matters to customers. Learn a more holistic approach to improving digital experiences.
Join a masterclass on data storytelling
Learn how to engage consumers, influence decisions and create brand loyalty.
AI and machine learning in marketing analytics: A revenue-driven approach
Learn about a strategic approach to using AI and ML in your marketing analytics.
Theresa Kushner: Spotlight on the expert
Theresa Kushner has been at the center of marketing data and analytics since the start, working at IBM, Cisco, VMware and many more.
Master the art of turning data into dollars
Learn the strategic value of composing your stack, breaking free from the limitations of traditional data collection.
Take back your ROI by owning your data
In this webinar, learn how your marketing stack enables always-on customer experiences.
Customer journey orchestration
How to use conversion data to enhance top-of-funnel marketing
Here's how enabling conversion data to inform customer acquisition efforts can help marketers boost performance over time.
Google Analytics 4 can now be integrated with Salesforce Marketing Cloud
For the first time, integration is accessible to both GA4 standard and 360 properties.
2024 brings the end of the third-party cookie. So now what?
In this webinar, learn how a first-party data approach could be the answer you're searching for and what technology you might need to help you achieve that.
3 ways GA4 is way better than UA
Universal Analytics is dead! Here are three reasons marketers should be saying, "Long live Google Analytics 4!"
Diversity and inclusion in marketing
New adtech partnership unlocks inventory for multicultural publications
Basis Technologies and Direct Digital Holdings connect to allow companies of all sizes scale up advertising on multicultural publishers.
The power of predictive analytics: Is the future now?
Learn how to leverage GA4's predictive metrics to forecast customer behavior and inform your marketing campaigns.
KPIs that connect: 5 metrics for marketing, sales and product alignment
Elevate the customer experience through strategic alignment. Unite marketing, sales and product teams with metrics that matter most.
Multichannel attribution: Understanding the metrics behind successful campaigns
Get insights into multichannel attribution, along with key metrics, tools and methodologies for better decision-making.
3 ways MOps can bridge the gap in marketing analytics
Marketing operations teams hold the key to proving marketing ROI and bridging knowledge gaps within organizations.
New GA4 features improve security and report accuracy
Marketers can now redact client-side text and exclude Google data signals from reports and explorations.
Why we care about retail media networks
One-quarter of retailers are generating more than $100 million in revenue from their media networks.
Separating fact from fiction: How real are the problems with GA4?
Russ Ketchum, product director of Google Analytics, addresses some of the complaints about GA4 and looks at what changes are coming.
Google apologizes for GA4 data migration confusion
The changes will impact anyone who did not manually opt out of automatically created GA4 properties.
Marketing artificial intelligence (AI)
SAS embraces generative AI for marketing
SAS is the latest major vendor to begin rolling out genAI for marketing. It's emphasizing safe use too.
Universal Analytics still processing data two months after ‘sunset’
UA accounts that are still processing data could be retired at any time, so Google still strongly advises only using GA4.
MarTech’s experts to follow: The lists so far
Who ya gonna call? These folks. From ABM to MOps, here are all the experts you must follow to know what's happening.
GA4 is still stressing out marketers: Here’s why
Despite a year's notice, a lot of companies put off the GA4 migration until the last minute. Now they're trying to understand how to use it.
MarTech’s GA4 experts to follow
If you're working with Google Analytics 4, you know it is both frustrating and useful. Here's our list of experts to follow for help with GA4.
Mastering the art and science of creative analytics
In the new analytics landscape, creative execution emerges as the key optimization lever for optimal brand performance and sales.
How to use the UA 360 features available in GA4
Russ Ketchum, product director of Google Analytics, talks about the UA 360 which are now in Google Analytics 4.
Preparing for marketing mix modeling: What you need to know
Google Analytics 4 is of limited use for attribution modeling. That's where marketing mix modeling comes in.
How to create UA reports in GA4
Russ Ketchum, product director of Google Analytics, talks to us about how to create Universal Analytics-like reports in Google Analytics 4.
How NC Fusion executed its campaign to help girls stay involved in sports
Walk through the entire process -- problem ID, research, channel use and more -- of a campaign to raise issue awareness.
Sprout Social acquires Tagger Media
The deal makes social media campaign management more holistic for brands and agencies using Sprout Social by covering the $21.1 billion influencer industry.