Analytics & Marketing Column
What’s working? What’s not working? You’ll never know without a good command of analytics. Learn about what metrics count for your marketing goals, and how to move the needle.
Machine learning will free up time to be more strategic with accounts in 2020
Data is giving us an opportunity to look at bigger picture decisions in our accounts rather than the day-to-day work we have been...
New challenges ahead for attribution with the rise of intelligent tracking prevention
With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the...
Businesses need to think differently about customer feedback data in 2020
Improving the customer experience and improve your business operationally means keeping up with the many ways customers communicate with you....
Amazon ad spend rises over Cyber 5, but most efficient sales days still ahead
The five-day stretch from Thanksgiving to Cyber Monday was record-breaking for e-commerce but brands still have more time for profitable sales...
Marketers moving away from home-grown tools, hiring fresh teams for new martech
About 83% of marketers have upgraded or replaced at least one martech application in the past year, we found out in our Martech Replacement...
Experian’s new identity resolution service seeks to help marketers improve customer experience
The new solution, available via Experian's MarketingConnect, connects digital and offline identities to help marketers better understand their...
Paid search trends to watch for the 2019 holiday shopping season
Google Shopping will likely be the star of retail, and Maps will play a larger role for retailers with physical stores, but Amazon is poised to...
Verizon Media policy shuts down bot-controlled inboxes from reporting data
Significant changes in the email industry are shaping the dynamics between email service providers, deliverability companies and email...
Salesforce names Microsoft Azure as public cloud provider for Marketing Cloud
The expanded partnership between Salesforce and Microsoft also includes plans for new integrations to connect its Sales and Service clouds with...
Personalization gains wide adoption, but marketers can do better [Report]
While the right tools may be in place, marketers' use of individual data sources for personalization is...
Shopify to roll out Shopify Email to merchants
Shopify Email is the latest marketing app extension to be added to the...
Lytics launches Salesforce Marketing Cloud integration for customer journeys
With the new integration, users can view customer insights and execute campaigns between Lytics and Salesforce Marketing...
SparkPost acquires eDataSource, adding inbox insights to its email platform
The combined solutions seek to provide marketers with better inbox placement insights along email metrics...
Survey: Retail brands sharing personalized offers will win over consumers this holiday season
Consumers want to feel better understood by retailers especially during the holiday season, according to...
With loss of Yahoo and image search, Google Shopping search partner traffic nosedives
While it is a small fraction of Shopping traffic, the partner network can help advertisers currently excluding this traffic to grow moving...
Better data vs. big data: The importance of taking a lean data approach
Brands should take a minimum viable data approach to collecting data, and then be clear about their intention with...
Soapbox: We need to be more skeptical about the insights we’re getting
In today's Soapbox, we must understand where our insights come from because we really don't want to be making major decisions based on faulty...
Getting started with Google Tag Manager
Here's how you set up a GTM account, create your first tags and triggers, and use the platform to streamline your tracking setup...
Salesforce’s Datorama brings no-code approach to data
The new features are expected to help marketers create consistencies across their data for better analysis and data visualization....
Are you making these mistakes with your metrics? Here’s how to avoid them
It is important to audit analytics practices and maintain flexibility in your tactical approach to adapt to market conditions and technology...