Spotify adds Oracle Data Cloud integration geared to auto advertisers
The partnership is designed to give auto advertisers on Spotify deeper insights and targeting...
Taylor Peterson | Apr 22, 2019 at 12:28 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.
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...
Back to Basics: How every marketer can tame the analytics beast
Incorporating analytics into your work isn't as challenging as you might think once you find the right resources (and many are...
Marketing analytics buyer’s guide for 2019
Cardinal Path’s Marketing Analytics Buyer’s Guide 2019 arose from a need to address a growing uncertainty about which digital tools,...
The new age of ‘customer’ data
The martech ecosystem needs a new class of tools for data buyers and sellers that curates and leverages date both online and...
Embracing automation and maximizing SEO performance
Intelligent automation allows search engine marketers to schedule tasks and immediately activate data to inform smarter...
Confirm the integrity of your data
Work with partners who can help you build an early warning system for any data issues that arise because your investment is at...
4 simple ways small businesses can use data to build better customer relationships
An effective CRM strategy needs to include a way to collect, organize and take action with your...
Is attribution dead? The answer is yes and no
Multi-touch attribution is only going to get harder due to platform changes and a focus on privacy but there are a few approaches used within...
Unlocking metrics that matter
Technology that gives consumers a voice to tell brands what they think helps marketers measure the more valuable nuances below the top-line...
Marketers, campaign success depends on actually identifying your goals
It is important to choose an attribution approach to measure success - and stick to it - because the most common mistake in campaigns is...
What does online lead generation look like in 2019?
A good campaign uses optimized forms (the result of user testing), well-designed chatbots and a data processing strategy that provides useful...
Personalizing customer experiences at scale
Personalization has become integral to the customer journey and is now a key driver of brand loyalty across all channels. Consumers are much...
‘The Dummies Guide to Enterprise Customer Data Platforms’
The Dummies Guide to Enterprise Customer Data Platforms demystifies in straightforward terms customer data platforms and how they can empower...
Where is Google Attribution?
Google's free attribution tool made a big splash in 2017. Where does it stand now?...