Analytics & Marketing Column
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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.
Throw a party with your advertising data
If you're hosting a party, you've got to have the perfect guest list -- and your data is the same way. Columnist Adam Grow walks you through how...
The age of analytics democratization
How many people in your organization are reaping the benefits of data? Contributor Jeff Allen says if it's not everyone, you may need to rethink...
How to bridge the gap between brand and direct response marketing
How do you reach common ground between brand and direct response campaigns? Columnist Alison Lohse says we need new metrics and more granular...
Voice is an important new channel for brands to measure, but not in a silo
As more brands test out voice technology, voice data will be key to measuring success. Columnist Chris Wareham breaks down the metrics to use...
Lead scoring: A bridge from marketing to actual sales
How can marketing better align with sales? Contributor Sweta Patel walks you through the ins and outs of building a lead-scoring plan and the...
Identifying top analytics talent in a competitive environment
Are you searching for the right candidate to fill a marketing analytics role? Columnist Nick Iyengar says you shouldn't focus on what they know...
An intervention on marketing’s dysfunctional relationship with data
If it feels like you have a dysfunctional relationship with data, you're not alone. Columnist Joshua Reynolds discusses the data challenges...
A deep dive into online-to-in-store attribution
Columnist Michael Della Penna walks you through the various methodologies used to understand the impact of impressions on in-store visits and...
Five indicators of whether you’re doing everything you should with your business’s data
You think you're doing pretty well until a colleague comes back from a conference spouting buzzwords and asking questions. Columnist Jeff Allen...
What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared
Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between...
Two social media attribution models to use instead of single-touch
Contributor Sweta Patel walks you through the three main social media attribution models to help you understand which approach will work best...
People-based measurement is the new black
Ad tech and CRM are converging, and columnist Jordan Elkind believes the need for people-based measurement has never been...
B2B CMOs and CIOs: It’s time to rethink data management
Effective data management is critical to B2B digital marketing success. Columnist Sonjoy Ganguly explains how implementing a rich, B2B-focused...
Diving into the new SiriusDecisions Demand Unit Waterfall
Columnist John Steinert discusses the new SiriusDecisions Demand Waterfall, which helps align sales and marketing on what B2B demand really is...
How to track conversions like a pro
Driving more traffic is only good if you're driving the right traffic. Columnist Ryan Shelley outlines three simple conversion goals you can...
Demand generation’s next frontier: 3 ways to tap into social to get more leads
Is social a key element of your demand generation strategy? If not, it needs to be. Contributor Will McInnes walks you through three ways to use...
E-commerce CPMs, Facebook Dynamic Ad usage set to rise this Memorial Day
As temperatures start to rise and people break out their BBQ grills, columnist Andrew Waber takes a look at the Memorial Day period and its...
Getting ahead of the game with predictive analytics
Think predictive analytics is out of reach for your organization? Think again. Columnist Nick Iyengar outlines what you’ll need to get started...
The effect of Moore’s Law on behavioral marketing
Even marketing isn't immune to Moore's Law. Columnist Brian Massey explains how Moore's Law has changed behavioral science, making it cheaper...
GDPR: Publishers and martech will rely on each other
The General Data Protection Regulation (GDPR) goes into effect next year, and the impact on the martech industry will be significant. Columnist...
