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.
Don’t misinterpret the data: Evidence-based advertising needs experience-based context
Data will always be the foundation of our evidence, but we need to consider our experience to structure and interpret this raw...
The data behind incrementality on Amazon
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign...
Align your marketing plan with your analytics measurement plan
Audit your analytics on a regular basis to ensure the data you are collecting is as accurate as possible and that all data that should be...
What are analytics experts looking to in 2020 with data and privacy?
Logan Gordon, Simo Ahava, Astrid Illum, Abby Matchett and Sayf Sharif share insights to help you gain executive buy-in about privacy policy...
The state of tracking and data privacy in 2020
Here's where search marketers find themselves in the current entanglement of data and privacy and where we can expect it to go from...
Soapbox: Are ad blockers breaking the foundations of digital marketing?
Now is the time to start rethinking what’s next for website...
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...