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.
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....
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...