Analytics
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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).
3 behavioral stats for retailers to supercharge your holiday strategy
Columnist Andrew Waber takes a look at consumers' retail search activity to give you insight into the keywords and product content that will...
Ad industry groups rail against Apple’s new cookie-blocking solution in Safari 11
Major industry groups say Apple is instituting "opaque and arbitrary standards for cookie handling" that threaten the internet...
Google Analytics adds feature to unify users to Google AMP Cache pages & non-AMP pages
The AMP Client ID API requires a simple code change to unify users who visit an AMP page from Google mobile search and also view non-AMP...
Lead the charge to use data in every stage of your design process
If you want to have a strong data-driven organization, it's essential to use data throughout your design process. Columnist Brian Massey shares...
Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update
A new Google Analytics cookie is designed to keep ad tracking from Safari intact for AdWords...
Achieve big testing wins by analyzing results by device type
Responsive design sites utilize the same HTML for users, regardless of device -- but that doesn't mean that all users are getting the same...
The game changer in retail personalization: Consumer identity management
Contributor Dave Dague explains how consumer identity management will help you deliver a personalized, relevant experience to customers and give...
Throw a party with your advertising data
If you're hosting a party, you've got to have the perfect guest list -- and your data is the same way. Columnist Adam Grow walks you through how...
The age of analytics democratization
How many people in your organization are reaping the benefits of data? Contributor Jeff Allen says if it's not everyone, you may need to rethink...
Data is the new currency, but are advertisers spending wisely?
Despite big investments in data, many marketers are headed into the key holiday season knowing little about their data partners or if they're...
Retailers: Here are the building blocks for winning the digital shelf
As the busy holiday season fast approaches, columnist Andrew Waber explains why it's important for marketers to build on a foundation of data...
Put your value proposition to the test
Is your value proposition working? Columnist Brian Massey explains how to test and narrow your options to ensure you've got a strong value...
3 forward-thinking marketing strategies to scale your startup
When you're just getting your business off the ground, it's essential to have a data-driven marketing strategy in place. Contributor Sweta Patel...
Demystifying AI: Understanding the human-machine relationship
How is AI affecting you? From autonomous cars to digital advertising, columnist James Green explores how artificial intelligence is impacting...
Measuring social traffic effectiveness when conversion is not the goal
What if your primary objective isn't to convert? How do you measure the success of your content shared on social? Columnist Mark Traphagen...
What’s next (and now) for mobile attribution
Contributor Shani Rosenfelder takes a look at how mobile attribution is evolving and the trends and best practices that will shape it going...
4 deceptive Google Analytics metrics that fool retail marketers
Contributor Stephen Murphy lays out four commonly misunderstood metrics to help you better understand your data before you head into the busy...
Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now
Before you get caught up in the shiny new thing with all the bells and whistles, contributor John Steinert urges you to consider more accessible...
Voice is an important new channel for brands to measure, but not in a silo
As more brands test out voice technology, voice data will be key to measuring success. Columnist Chris Wareham breaks down the metrics to use...
Lead scoring: A bridge from marketing to actual sales
How can marketing better align with sales? Contributor Sweta Patel walks you through the ins and outs of building a lead-scoring plan and the...
