Marketing analytics
MarTech is your source for marketing analytics content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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How marketers can measure success
Marketers can show how their actions contribute to certain outputs as long as they're committed to measuring their work.
Why marketing attribution is both a challenge and a necessity
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must.
Getting back to basics: Marketing ROI
CMOs need to be accountable. That means knowing how to measure the outcomes of marketing spend.
Study finds iOS 15 is inflating email open rates
Mail Privacy Protection feature marks emails as opened whether or not a person looks at them
Google to end Universal Analytics in 2023
Users will have to adopt Google Analytics 4 which doesn't rely on cookies
The evolution of digital analytics and marketing
It's time to prepare for using Event-Based Analytics to evaluate the digital customer journey.
Gannett ad mishap highlights concerns about programmatic advertising
Ads ran on the wrong websites for nine months before being caught by researchers
Only 11% of CMOs say they have achieved digital transformation goals
Skill shortages, incompatible technologies and inadequate data are biggest roadblocks to success
DatafuelX launches predictive analytics solutions to improve linear TV and CTV outcomes
Buy-in from publishers and adtech players that aim at merging linear, addressable TV and video.
Customer journey orchestration buyer’s guide
19 questions to ask customer journey orchestration vendors during the demo
More marketers are evaluating these tools to help to navigate and better understand increasingly complex customer journeys.
19 questions to ask marketing attribution and predictive analytics vendors during a demo
These platforms can provide marketers with valuable insights into how to better allocate their resources.
9 call analytics platforms for marketing teams to consider
More and more enterprise marketers are using call analytics platforms to collect, analyze and act upon the growing volume of caller data now being captured from the billions of inbound calls to businesses.
Zefr promises brand safety on TikTok with new AI offering
Zefr’s brand safety and suitability categories are mapped to the Global Alliance of Responsible Media (GARM).
How to manage customer experience disconnects in your marketing campaigns
Disconnected marketing campaigns are doomed to fail. Here are some ways to identify and address these issues.
Do you need a marketing attribution and predictive analytics tool?
Make sure your organization understands how it will not only use attribution and predictive analytics, but also how it will measure success.
Amobee expands partnership with CPG analytics and intelligence provider
Amobee and IRI offer CPG retailers a way to leverage their purchase and loyalty data in the bid decisioning process.
Automating decisions with real-time situational context
Lisa Loftis from SAS Institute shows marketers at MarTech how they can get value out of data using a decision engine.
Does your marketing team need a customer journey analytics tool?
measure success and being able to identify where you are looking for improvements, are all critical pieces in deciding on a customer journey analytics tool.
Nielsen’s Gracenote adds predictive content analytics
Audience Predict will forecast future program performance.
6 marketing attribution and predictive analytics platforms your organization should consider
These platforms can provide marketers with valuable insights into how to better allocate their resources.
Why marketers should embrace product analytics
Product analytics can help marketers optimize digital customer experiences.
Customer journey orchestration
What is customer journey analytics and how are these tools helping marketers?
Adopting a customer journey platform that gathers, visualizes and analyzes data across all of your customer touchpoints can improve revenue and customer relationships.
Customer journey orchestration
What marketers should know about customer journey analytics
Customer journey analytics tell you how customers are engaging with you at each touchpoint.
How to choose the best marketing analytics tool for the web
Discernment is important when choosing a marketing analytics platform.
Open season on CRMs?: Friday’s Daily Brief
From a savvy approach to marketing tech procurement to the mission of stomping out bad CRM data.
What do marketing attribution and predictive analytics tools do?
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.
Uncertain times: Monday’s Daily Brief
Data helps, but the future remains in many ways unpredictable.
Using AI-powered predictive analytics to time your next move
And why aren’t more CMOs looking ahead?
MarTech Replacement Survey finds marketing transformation is accelerating
While the pandemic made cost a major factor, marketers did hold back on replacing key elements of their marketing technology stacks.
‘An experience renaissance’ and how customer journey analytics tools fit in
As customers expect better, more unified experiences on multiple devices, these solutions help marketers meet the challenge.
As SEO changes, so do the tools that serve practitioners
The relentless pace of change in search challenges search engine optimization professionals, but tools are evolving to help.
Fortune 500 secret: Consumer intelligence analytics drives every decision
Uncover, understand and predict consumer behavior about brands, their competitors and their categories.
Identity resolution + customer data platforms
Two integrations announced this week highlight how IR is becoming an essential element of other martech solutions.
Why marketing attribution and predictive analytics tools are gaining currency: Tuesday’s daily brief
Plus the Instagram browser-based posting rumors
The importance of marketing attribution platforms in today’s environment
At a time when there's more scrutiny on marketing budgets, attribution solutions are helping eliminate waste and justify spend.
Google Ads announces privacy-focused changes for Analytics, Tag Manager and enhanced conversions
These solutions from Google Ads attempt to preserve user data while ensuring that search marketers have the best information to improve and adjust their campaigns.
Meet Google Analytics 4: Google’s vision for the future of analytics
The new Analytics adds AI-powered insights, tracks users across devices and provides more granular data controls.
The growing importance of content analytics
Analysis and measurement is foundational for content efficiency.
The importance of data and analytics to Adidas
We look at just one surprising finding from our Forecast 2021 poll.
Marketing data and analytics were always important, but now more than ever
Organizations are putting more emphasis on hiring data experts as the pandemic brings more customers into digital experiences.