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.
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...
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...
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...
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...
Soapbox: Is my data telling me the truth?
How email security programs affected my perception of data...
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...
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...
The data behind incrementality on Amazon
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign...
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...
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...
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...
Soapbox: Are ad blockers breaking the foundations of digital marketing?
Now is the time to start rethinking what’s next for website...
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...
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...
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....
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...
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...
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...
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...
Salesforce names Microsoft Azure as public cloud provider for Marketing Cloud
The expanded partnership between Salesforce and Microsoft also includes plans for new integrations to connect its Sales and Service clouds with...