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.
Key takeaways for brands after Google Marketing Live 2019
Digital giant bets big on shoppable ads, cross-app campaigns and real-time...
Google is focused on Ether and Ozone rather than on Amazon
Google journeys into uncharted territory with offline TV efforts and disruptive purchasing habits – countering competition from Amazon....
Salesforce announces Pardot Business Units for enterprise marketers
Salesforce is launching Pardot Business Units, a new feature for digital marketers looking to segment audiences across different areas of an...
Why you want ‘clumpy’ binge-buying customers
By understanding binge purchasing, you can uncover a new metric to measure and predict CLV – and choose which customers to focus on and when....
Buying audience data: A lesson from 4 Subway marketing slogans
With hundreds of vendors who promise their products are best, the easiest way for brands and agencies to evaluate data might be to think like...
There are 6 challenges every data-driven marketer faces. Here’s how to manage them.
At MarTech West, Nordstrom's analytics expert Jason Mestrits shed light on how marketers can face down the challenges of creating an effective...
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...
AI-powered surveys: Hyped or helpful?
Some wonder if AI-powered surveys are over-hyped vaporware that legitimizes bad science. Here's how they really...
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...
Are your A/B tests just junk science?
Here are six lessons for marketers from the “Replication Crisis” in the sciences to keep in mind as you design your next round of A/B...
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...
Regression analysis to improve Google Ads performance
Using advanced techniques to make better predictions can help you stand out. Here's a step-by-step guide to learning how to do a regression...
Martech can deliver personalized consumer experiences, but humans are still required
The human component of marketing remains as important as ever to make technology more effective over the lifetime of a brand-consumer...
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...
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...