Conversion optimization is an operating system (not a tactic)
CRO and growth teams should be cheerleaders for evidence-based decision making, experimentation and the judicious use of data in...
Alex Birkett | Jun 24, 2019 at 1:08 pm ET
Analytics & Conversion
Everything you need to know about digital marketing analytics. Browse our most recent news stories about marketing analytics platforms and data trends, learn from our expert columnists sharing analytics tools, tips and tactics to measure online performance across multiple channels. Refer to our library of How To Guides for marketers utilizing multiple forms of digital content to reach consumers online.
2019 Data-Driven Marketing & Advertising Outlook
It’s hardly a secret that marketing executives of all types are using more data. Data is more powerful than ever, driving decision-making and...
Could machine learning solve attribution challenges?
This new attribution methodology uses machine learning, gives marketers visibility into full-funnel...
Key takeaways for brands after Google Marketing Live 2019
Digital giant bets big on shoppable ads, cross-app campaigns and real-time...
The top 4 digital challenges facing consumer brands – and how to solve them
Large consumer brands are losing share to more nimble, digitally savvy challengers. With one click, consumers can have nearly anything delivered...
Beyond call tracking: Measuring sentiment for marketing success
Call analytics can be a touchy subject among some marketing teams, particularly those that have strained relationships with the sales team of...
Apple ITP engineer on Chrome tracking prevention: It ‘has a long way to go’
His comments highlight the differences in how the two browsers are approaching restrictions on cross-site tracking....
Google’s Chrome will change cross-site cookie handling, ‘aggressively’ tackle fingerprinting
Though the cookie is exceeding its shelf-life, the change stands to further shake up marketers' remarketing, analytics and attribution efforts....
Identity Resolution: Secrets to Success
Today’s consumers operate in real time. With hundreds of options available and purchases being made in seconds, the need to be in front of...
Why you want ‘clumpy’ binge-buying customers
By understanding binge purchasing, you can uncover a new metric to measure and predict CLV – and choose which customers to focus on and when....
Data, Data Everywhere — But Where are the Campaign Insights?
Marketers continue to be inundated from all sides about artificial intelligence (AI) and machine learning. But what good is it when your...
Buying audience data: A lesson from 4 Subway marketing slogans
With hundreds of vendors who promise their products are best, the easiest way for brands and agencies to evaluate data might be to think like...
There are 6 challenges every data-driven marketer faces. Here’s how to manage them.
At MarTech West, Nordstrom's analytics expert Jason Mestrits shed light on how marketers can face down the challenges of creating an effective...
Spotify adds Oracle Data Cloud integration geared to auto advertisers
The partnership is designed to give auto advertisers on Spotify deeper insights and targeting...
Here’s how to get the most out of your marketing analytics investment
Build organizational structure and develop analytics leaders who bridge data science with marketing strategy to improve your return on...
AdStage launches Google Sheets add-on for cross-channel campaign data
Advertisers can import data from multiple search and social adverting channels with one...
Supermetrics for BigQuery launches on Google Cloud Platform Marketplace
Tired of manually connecting siloed data to create marketing reports? Supermetrics for BigQuery launches marketer-friendly solution for creating...
Using technology to plan an effective people-based audience activation strategy
A well-designed identity strategy using audience analytics and insights can tie disparate forms of ecosystem data together for a global view of...
Taking a page from politics: Local campaigns at scale
A national campaign director shares some lessons learned on how to uncover insights about your audience while also striking the right balance of...
Here are 6 ways to build a customer-centric and data-driven culture
Delivering customer growth and value starts with creating a culture of...