Why your marketing performance problem is really a measurement challenge
Figuring out how your company will grow is one of the biggest challenges facing marketers. The playbook is clear: Choose a high-value audience,...
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.
Enable attribution across all channels, platforms and devices
It’s no secret that legacy attribution solutions are limited. As consumer digital journeys become increasingly cross-platform and...
Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’
Marketers say that this move is part of a larger trend by companies like Google to control measurement and attribution...
Facebook unveils new analytics features, including a tool to track the omnichannel journey
The social media company made this announcement -- and many others -- at F8, its developer conference in San Jose....
New date! Customer data strategies & identity resolution webinar
When it comes to customer data, fundamentals matter. If you don’t know who your customers are, you can’t create personalized brand...
How to increase B2B form submissions through conversion testing
Contributor Abraham Nord looks at four tests that illustrate how improving the online experience can lead to dramatic increases in conversion...
Best practices for customer data strategies and identity resolution
When it comes to customer data, fundamentals matter. If you don’t know who your customers are, you can’t create personalized brand...
State of Digital Marketing Analytics in the Top 1000 Internet Retailers
This report from Cardinal Path explores trends in the adoption of key technologies, providing insight into how retailers are maturing with...
Unleash the power of 1st and 3rd party data
First-party data — it’s what a company generates through interactions with their customers. It can include transaction data, website...
Google Surveys now available in more than 50 countries
Companies can use the free or enterprise paid version to collect consumer insights in more...
Tips for measuring marketing impact to prove ROI
Contributor Kristie Colby explains how to align your systems so that you can track prospects' interactions all the way to the sale and beyond....
Creating landing pages that convert
If you’re looking to gather leads for your business, you need to have a landing-page strategy. Just like every other marketing tactic, this...
Analytics 360 Suite customers can now set up ‘user groups’ in Google Analytics
User groups can help streamline the process of aligning account permissions across...
Maximizing conversion rates
Learn how to create a structured approach to improving online conversions to significantly impact both sales and...
Super Bowl ad rankings: Trust your gut or employ rational thinking?
What's the "right" way to measure the success of your advertising? Contributor Peter Minnium says the answer is "it depends," and goes on to...
RIP A/B Testing
Gather all ye family, friends, webmasters and digital marketing executives. We’ve come here to celebrate the life of the now outdated A/B...
Side by side: Comparing two performance marketing tools/agencies
Columnist Andreas Reiffen shares his method for testing two different AdWords tools/agencies -- a process which could also be applied to test...
AdStage makes the shift from ad management to campaign analytics & automation platform
The company focuses on providing data from across paid channels to help revenue-generating marketers execute faster with better...
Why launching — or revamping — a customer loyalty program should be a top priority for retailers in 2018
Developing a top-notch customer loyalty program is hard –--but it can deliver in spades. Columnist Rohit Gupta shares the three biggest...
Four ways to fix the social data disconnect
When companies try to use social data for providing insights, they very often fail. Contributor Nate Elliott offers four ways to fix this...
