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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).

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Call analytics platforms expand their utility

Advances in machine learning are enabling call analytics platforms to do more than ever...

Karen Burka | Feb 5, 2021 at 6:16 pm ET
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2021 outlook for digital marketing agencies: the future is bright

The ability to prove the value they're creating for clients is contributing to agencies' resilience in 2020 and a positive outlook for next...

Sponsored Content: CallRail | Dec 14, 2020 at 7:00 am ET
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How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business

Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few...

Andy Taylor | Nov 23, 2020 at 1:22 pm ET

 

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Adopting a CDP is just the beginning: How Fingerhut’s parent planned a successful onboarding process

From tapping internal resources to building off quick wins, Bluestem Brands' CDP champions slowly began to realize the tool's potential....

Sponsored Content: Tealium | Nov 13, 2020 at 7:30 am ET
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Building connections between siloed channels, technologies and teams

Integrate CMO Deb Wolf shares her views on the challenges facing today's marketers and the ways they can be overcome....

Sponsored Content: Integrate | Nov 11, 2020 at 7:30 am ET
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How Autodesk overhauled its marketing to align for better performance management

Speaking at the MarTech virtual conference, Zoe Marquardt described how the company overcame stubborn challenges....

Sponsored Content: Allocadia | Nov 10, 2020 at 7:30 am ET
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How to show Lighthouse Scores in Google Sheets with a custom function

Learn how to use machine learning to streamline your reporting workflows right within Google...

Richard Fergie | Nov 9, 2020 at 2:49 pm ET
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How to make your data sing

Stop reporting absolute numbers and put your data into context with ratios to engage your stakeholders with the smaller, but important, data...

Alan K'necht | Oct 13, 2020 at 8:50 am ET
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The growing importance of content analytics

Analysis and measurement is foundational for content...

Rodric Bradford | Oct 1, 2020 at 10:57 am ET
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The need to take a fresh look at consumer data

COVID really means rethinking customer data and journeys from the basics...

Rodric Bradford | Sep 1, 2020 at 2:15 pm ET
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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...

Andy Taylor | Aug 25, 2020 at 8:05 am ET
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The importance of data and analytics to Adidas

We look at just one surprising finding from our Forecast 2021...

Rodric Bradford | Aug 24, 2020 at 2:38 pm ET
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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...

Alan K'necht | Jul 30, 2020 at 11:15 am ET
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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...

Andy Taylor | Jul 24, 2020 at 8:05 am ET
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What’s behind the hype about Customer Data Platforms?

How CDPs aim to solve some of marketers' most vexing...

Pamela Parker | Jul 10, 2020 at 12:33 pm ET
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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...

Kathy Bushman | Jun 29, 2020 at 1:13 pm ET
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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...

Alan K'necht | Jun 25, 2020 at 11:07 am ET
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Soapbox: Is my data telling me the truth?

How email security programs affected my perception of data...

Allison Walter | Jun 18, 2020 at 8:05 am ET
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The capabilities of identity resolution platforms

What should you expect when licensing an identity resolution platform?...

Karen Burka | Jun 9, 2020 at 10:50 am ET
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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...

Amy Gesenhues | Jun 4, 2020 at 3:28 pm ET
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