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.
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...
Identity management investment can pay off, and here’s how
Marketers must examine how people-based IDs differ and how quality impacts identity through activation. Learn how to evaluate your...
The in-housing trend is all about data
In 2019, we’ll see more brands increasingly turn to digital ad agencies and tech consultants nimble enough to act as an extension to their...
Cross-domain analytics tracking: Why you may not need it
Implementing a cross-domain tracking solution isn’t the answer to poorly configured websites. Here's...
Case study: A tale of two insights and why they are not all created equal
Learn how one business used a virtual focus group to gather data and surfaced an unexpected insight that changed their whole campaign...
Crawl, walk, run and fly: The 4 stages of scaling website analytics
It’s time to identify where you are with your data practices and learn how to get to the next stage of your website analytics process....
Here’s why you should take a deep dive into data to optimize your conversions
A thorough audit of tracking tools can improve your CRO framework because knowing your platform will help you think about how to best use it for...
Want to create better experiences and brand loyalty? Lean on your data
For 2019, marketers will need to increase efforts at data consolidation to allow truly effective multi-channel...
Publishers using real-time data can help their bottom line, here’s how
It's time publishers caught up to marketers on the personalization front. These three strategies can...
Ask an SMXpert: New approaches in customization can build better analytics reports
Data-driven digital marketing expert Simon Poulton outlines opportunities in various solutions to customize dimensions for more focused...
Back to basics: Measuring your social media efforts with unique acquisition channels
Segregating paid, organic and social activity in analytics clarifies the activity that drives which type of...
Using data responsibly doesn’t have to weaken marketing strategies
In today’s diverse marketplace, businesses need data solutions that empower them to anticipate and respond to many circumstances and...
Did the data-driven era miss an exit?
If the focus is on the right data aligned to business strategies instead of the same basic demographics, marketers don’t have to live in fear...