Analytics
Analytics is a set of statistics that shows how visitors interact with a website. From a marketing perspective, analytics is used to learn what strategies and tactics have worked (or not).
The need to take a fresh look at consumer data
COVID really means rethinking customer data and journeys from the basics...
2020 Google paid search trends that have nothing to do with the pandemic
With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches...
The importance of data and analytics to Adidas
We look at just one surprising finding from our Forecast 2021...
Here’s an alternative to cookies for user tracking
Instead of having your analytics toolset read a cookie, pass a unique identifier associated with the user ID. Learn how to do it and keep it...
The importance of valuing latent orders to successful Amazon Sponsored Products management
Advertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate...
What’s behind the hype about Customer Data Platforms?
How CDPs aim to solve some of marketers' most vexing...
Next on Live with Search Engine Land: CCPA Enforcement Has Arrived, What Marketers Need to Know
The California Attorney General estimates compliance costs could reach $55...
Analytics Audit 101: Identify issues and correct them to ensure the integrity of your data
Marketing and analytics professionals need to work together to not only increase the accuracy of our data, but to educate people about how to...
Soapbox: Is my data telling me the truth?
How email security programs affected my perception of data...
The capabilities of identity resolution platforms
What should you expect when licensing an identity resolution platform?...
How a CDP can help reduce ad spend, drive revenue and build trust with customers
Customer data platforms can do more than simply wed together your customer data, the right solution can help move the needle in multiple...
Call analytics platforms: What are they good for?
Use cases for call analytics platforms are expanding and AI is driving more sophisticated...
Boost in voice calls poses opportunities for marketers using call analytics platforms
Every interaction with a customer or prospect offers opportunities for collecting...
Who’s who in the identity resolution vendor landscape?
Vendors providing identity resolution tools run the gamut from giant publicly-held companies to smaller pure-play venture-funded...
Call Analytics tools in the spotlight: Marketing’s unsung heroes
The current environment is spurring a resurgence of voice calls -- a medium ripe with potential for analysis and...
Marketers still struggle to build a unified source of data
Without a unified record of their data, marketers often lack a holistic view of their investments, real-time insights and alignment across...
Why marketers need identity to build consumer trust in a cookieless world
Marketers must have the right walled garden and publisher relationships, linked to a strong identity foundation, in order to establish and...
How personalization helps marketers humanize their brand and break though the noise
Aprimo CMO says marketers are currently struggling with what he calls "digital sameness" -- where everyone is doing the same thing...
2020 Marketing Technology Landscape features 8,000 tools, goes interactive
Looking like more of a map than a landscape, the latest iteration of the MarTech Landscape was crowdsourced with help from hundreds of...
TapClicks buys AdStage to expand marketing intelligence, predictive campaign optimization capabilities
The companies share a vision of a unified marketing platform. AdStage founder will head up intelligence...