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...
Analytics & Conversion
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 We’ve come here to celebrate the life of the now outdated A/B...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...
Use your data to make 2018 the year of good business
It's the time of year when we commit to doing better things. Columnist Malcolm Cox believes 2018 should be the year of consumer trust and data...
The top Walmart and Amazon product page experiences of 2017
Columnist Andrew Waber looks at some of the highest-scoring product pages on Walmart.com and Amazon to offer tips on how you can improve the...
Measuring how offline marketing drives website traffic: The fundamentals
Looking to track your offline marketing campaigns? Contributor John Lincoln walks you through the process and the tools you'll need to help you...
Learn how to deliver the experience your customers want
Much of the customer experience is broken because the marketing experience is broken. But it’s not marketing’s fault. With legacy...
Big data and how to use it: Our top 10 Analytics & Conversion columns for 2017
In this roundup of the analytics topics that caught our audience's interest this year, you'll find techniques for utilizing sophisticated tools,...
Why brand marketers often win the battle but lose the war
What's the point of CTR if you're not paying attention to ROI? Columnist David Rodnitzky believes marketers need to look beyond the basic...
Bounce rate: Important metric or junk data?
For a lot of organizations, bounce rate is a meaningless part of reported KPIs. Contributor Alan K'necht explains how you can put bounce rate...
State of the art methods for measuring mobile and digital marketing
Columnist Aaron Strout sits down with Chuck Hemann, a senior analytics lead at his company, to discuss best practices for mobile and digital...
Unlock the power of 1st and 3rd party data
First-party data is what a company generates through interactions with their customers. It can include transaction data, website visitation,...
Salesforce announces data integrations with Google Analytics 360
A new partnership helps marketers connect online and offline data and create audiences for ad...
Connect with your audience across multiple channels and at scale
Consumers are bombarded by hundreds of competing messages every day, many of which lack any specific relevance to them. As they become more and...
How to avoid the “Agency Measurement Paradox” and win client confidence
When an agency presents data that exceeds ROI goals, marketers tend to be skeptical. So how can agencies build client confidence? Contributor...
Testing shows e-commerce navigation doesn’t work the way we think it does
Columnist Brian Massey tests out ways to improve main navigation design and finds that before you completely overhaul your navigation scheme,...
A Google Attribution (and Attribution 360) readiness checklist
With a full rollout of Google Attribution approaching, marketers need to be prepared to get the most out of Google's attribution services....
