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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.

  • Latest
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How to show Lighthouse Scores in Google Sheets with a custom function

Learn how to use machine learning to streamline your reporting workflows right within Google...

Richard Fergie | Nov 9, 2020 at 2:49 pm ET
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How to make your data sing

Stop reporting absolute numbers and put your data into context with ratios to engage your stakeholders with the smaller, but important, data...

Alan K'necht | Oct 13, 2020 at 8:50 am ET
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Here’s an alternative to cookies for user tracking

Instead of having your analytics toolset read a cookie, pass a unique identifier associated with the user ID. Learn how to do it and keep it...

Alan K'necht | Jul 30, 2020 at 11:15 am ET

 

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The importance of valuing latent orders to successful Amazon Sponsored Products management

Advertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate...

Andy Taylor | Jul 24, 2020 at 8:05 am ET
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Analytics Audit 101: Identify issues and correct them to ensure the integrity of your data

Marketing and analytics professionals need to work together to not only increase the accuracy of our data, but to educate people about how to...

Alan K'necht | Jun 25, 2020 at 11:07 am ET
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Soapbox: Is my data telling me the truth?

How email security programs affected my perception of data...

Allison Walter | Jun 18, 2020 at 8:05 am ET
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Soapbox: Marketing data overload? Answer 2 questions that will instantly help

Success means having the answer to why the data matters and next steps are needed to turn it into...

Kip Knight | Apr 7, 2020 at 8:10 am ET
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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...

Peter Minnium | Mar 11, 2020 at 2:37 pm ET
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The data behind incrementality on Amazon

The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign...

Andrew Waber | Mar 6, 2020 at 1:23 pm ET
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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...

Alan K'necht | Mar 6, 2020 at 8:00 am ET
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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...

Andrew Garberson | Feb 28, 2020 at 10:56 am ET
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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...

Andrew Garberson | Feb 14, 2020 at 12:25 pm ET
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Soapbox: Are ad blockers breaking the foundations of digital marketing?

Now is the time to start rethinking what’s next for website...

Alex Vale | Feb 11, 2020 at 12:41 pm ET
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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...

Brooke Osmundson | Jan 3, 2020 at 9:33 am ET
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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...

Simon Poulton | Jan 3, 2020 at 9:28 am ET
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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....

Adam Dorfman | Jan 3, 2020 at 9:22 am ET
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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...

Andrew Waber | Dec 12, 2019 at 2:38 pm ET
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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...

Jennifer Cannon | Dec 9, 2019 at 2:30 pm ET
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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...

Andy Taylor | Nov 22, 2019 at 7:55 am ET
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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...

Jennifer Cannon | Nov 15, 2019 at 8:30 am ET
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