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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.

  • Latest

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...

Jennifer Cannon | Dec 9, 2019 at 2:30 pm ET

Experian’s new identity resolution service seeks to help marketers improve customer experience

The new solution, available via Experian's MarketingConnect, connects digital and offline identities to help marketers better understand their...

Jennifer Cannon | Dec 2, 2019 at 3:46 pm ET

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...

Andy Taylor | Nov 22, 2019 at 7:55 am ET

 

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...

Jennifer Cannon | Nov 15, 2019 at 8:30 am ET

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...

Jennifer Cannon | Nov 14, 2019 at 10:30 am ET

Personalization gains wide adoption, but marketers can do better [Report]

While the right tools may be in place, marketers' use of individual data sources for personalization is...

Jennifer Cannon | Nov 6, 2019 at 8:00 am ET

Shopify to roll out Shopify Email to merchants

Shopify Email is the latest marketing app extension to be added to the...

Jennifer Cannon | Nov 5, 2019 at 11:00 am ET

Lytics launches Salesforce Marketing Cloud integration for customer journeys

With the new integration, users can view customer insights and execute campaigns between Lytics and Salesforce Marketing...

Jennifer Cannon | Nov 1, 2019 at 11:26 am ET

SparkPost acquires eDataSource, adding inbox insights to its email platform

The combined solutions seek to provide marketers with better inbox placement insights along email metrics...

Jennifer Cannon | Oct 29, 2019 at 7:00 am ET

Survey: Retail brands sharing personalized offers will win over consumers this holiday season

Consumers want to feel better understood by retailers especially during the holiday season, according to...

Jennifer Cannon | Oct 23, 2019 at 2:28 pm ET

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...

Andy Taylor | Oct 8, 2019 at 1:26 pm ET

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...

Jeremy Korst | Oct 1, 2019 at 8:15 am ET

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...

Amos Budde | Sep 25, 2019 at 3:53 pm ET

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...

Tim Jensen | Sep 24, 2019 at 3:49 pm ET

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....

Jennifer Cannon | Sep 24, 2019 at 8:00 am ET

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...

Gabe Davis | Sep 10, 2019 at 1:47 pm ET

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...

Jennifer Cannon | Aug 23, 2019 at 11:47 am ET

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,...

Jennifer Cannon | Aug 22, 2019 at 3:19 pm ET

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. ...

Greg Sterling | Jul 31, 2019 at 1:00 pm ET

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...

Tim Jensen | Jul 29, 2019 at 1:46 pm ET
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