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.
With loss of Yahoo and image search, Google Shopping search partner traffic nosedives
While it is a small fraction of Shopping traffic, the partner network can help advertisers currently excluding this traffic to grow moving...
Better data vs. big data: The importance of taking a lean data approach
Brands should take a minimum viable data approach to collecting data, and then be clear about their intention with...
Soapbox: We need to be more skeptical about the insights we’re getting
In today's Soapbox, we must understand where our insights come from because we really don't want to be making major decisions based on faulty...
Getting started with Google Tag Manager
Here's how you set up a GTM account, create your first tags and triggers, and use the platform to streamline your tracking setup...
Salesforce’s Datorama brings no-code approach to data
The new features are expected to help marketers create consistencies across their data for better analysis and data visualization....
Are you making these mistakes with your metrics? Here’s how to avoid them
It is important to audit analytics practices and maintain flexibility in your tactical approach to adapt to market conditions and technology...
Salesforce asserts its position in CDP space, reports another record quarter
Salesforce co-CEO Marc Benioff shared vision for Customer 360, Einstein and AI and the company raised FY20 revenue...
SurveyMonkey Audience expands offering, helping marketers gather deeper insights
Global survey software solution SurveyMonkey has announced that its SurveyMonkey Audience arm will be extending its offerings with a new,...
Google introduces App + Web for unified reporting in Google Analytics
The new capabilities let marketers look at customer data in more complete and flexible ways. ...
Simplifying Google Analytics configuration with Google Tag Manager
Using analytics through GTM allows you to simplify the code in place on your site and quickly set up advanced features like cross-domain...
4 steps to becoming an experience brand
If you are truly interested in meeting consumer expectations, you’ll not only be measuring and tracking those experiences but also...
IBM’s Watson Marketing spinoff launches with agile strategy
The company will focus on delivering marketing solutions that could compete with larger marketing cloud...
How marketers can take the lead with revenue optimization teams
Many marketers are best positioned to drive change, improve alignment and create new opportunities for business...
Conversion optimization is an operating system (not a tactic)
CRO and growth teams should be cheerleaders for evidence-based decision making, experimentation and the judicious use of data in...
Are revenue optimization teams the answer to alignment issues between sales and marketing?
It is more critical than ever that sales and marketing collaborate in the full sales...
Salesforce’s Pardot went down for 15 hours, exposing data in the cloud
The outage affected Pardot users and certain Marketing Cloud customers, bringing down marketing and sales teams across North America and...
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....