Data
MarTech is your source for information on marketing data. 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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Has The Attribution Pendulum Swung Too Far Away From Search?
Columnist David Rodnitzky is all for giving credit where it's due, but argues that search should be recognized for more upper-funnel activity.
Why The Quality Of Your Data Is Crucial For Content Marketing In 2015
Columnist Jim Yu of BrightEdge argues that with all the data available to us today, marketers should no longer be guessing at what works based on gut instinct.
Is Marketing Technology The Emperor’s New Clothes?
Columnist Rachel Balik notes that while the marketing technology landscape is broader than ever, many marketers are still struggling to utilize these technologies in a useful way.
Use Google Analytics To Treat Your Account Holders Like Royalty
Columnist Brian Massey reminds us that visitors who have created an account on your site are some of your most valuable prospects. Are you treating them as such?
What’s Inside Consumers’ Inboxes & What That Means For Email Marketing
There's been a lot of talk about email fatigue lately, but is this fear overblown? Columnist Tom Sather thinks so, and he has the data to prove it.
The State Of iPhone In 2015: The Stats Marketers Need To Know
To what extent should you tailor your mobile efforts to iPhone models? Columnist Andrew Waber shares important data to help you decide.
Exploring The Cutting-Edge: Predictive Marketing Analytics
Columnist Mary Wallace explains how predictive analytics can be used to reach out to the right buyers at the right moment based on the big-data power of predictive lead scoring
4 Digital Marketing Strategy Studies: Formats, Trends, Influencers & Engagement
What spells success in content marketing and other digital disciplines? Is it about the format, the distribution or the timing? Contributor Kelsey Libert explores all the important factors.
Google Analytics Simplifies Remarketing Set Up With “Instant Activation”
To improve implementation success rates, Google auto-enables Advertiser Features, eliminates the need for retargeting tag updates in Universal Analytics users.
Parse.ly Launches New Analytics Platform With Visitor Engagement & Retention Data
Publishers are increasingly looking past clicks and pageviews to focus on deeper, attention-based data.
Study: CMOs Rank Social Marketing Top Marketing Technology Investment In Coming Years
80% of the survey respondents plan on using technology to engage customers.
Google Analytics New “Trash Can” Feature Saves Deleted Data
Views, properties and accounts can be recovered up to 35 days after being deleted.
4 Underused Data Points For Conversion Optimization
Columnist Jeremy Smith discusses four underused data points that, if you pay attention and act on them, can improve your conversion rates.
5 Tips For A Successful Conversion Rate Optimization Program
If your CRO efforts are underperforming, chances are it's as much a matter of internal politics as external competition. Columnist Tim Ash provides tips for dealing with the former.
Why Engagement DOES Matter As A Social Media Metric
Engagement metrics may not be the best gauges of social media effectiveness, but columnist Mark Traphagen says disregarding this data may result in the loss of valuable information.
How To Apply Statistical Significance In Business Marketing
In an academic setting, an analyst might only be happy with a 95% confidence interval. Columnist Benny Blum argues the situation in business is drastically different.
When To Deploy A Tag Management Solution: 8 Scenarios
You've heard about tag management and you're interested in deploying it, but when? Contributor Erik Bratt suggests things to consider, timing-wise.
Social Media Is The Least Popular Channel For Customer Service [Survey]
While customer service complaints on social media may be the most public, they aren't the most popular (by a wide margin) according to a new study.
2014 Top 10 Best Perceived Brands: Amazon & YouTube Take The Lead
Ranking brands based on consumer perception, Amazon won the No. 1 spot, while Apple and Google failed to break the top five.
82% Of Sites Use Responsive Web Design In 2015? Try 11.8%
Contributor Bryson Meunier suggests the percentage of sites you believe are adopting responsive design may be greatly exaggerated.
Your New Year’s Resolution Strategy: Tap Into Consumers’ Desire For Improvement
Columnist Benjamin Spiegel shares advice for messaging to consumers at this time of the year.
The Big List: 80 Of The Hottest SEO, Social Media & Digital Analytics Tools For Marketers
Looking for software to help you do your job better? Look no further! Contributor John Lincoln has compiled a giant list of tools of for digital marketers.
Debunking The Myths Of B2B Display Advertising
Pervasive misconceptions about display advertising have caused business-to-business (B2B) organizations to question its value. Here, columnist Rachel Balik addresses and dispels some of the common myths surrounding display ads.
9 Ways To Use Urgency Psychology To Improve Conversions
Hurry! Act now! Only a few items left! Contributor Neil Patel explains how these words and others tap into deep psychological motivations and drive conversions.
8 Ways Your Home Page Is Like A Multiple Choice Test
What lessons can conversion optimizers learn from multiple choice test creators? Columnist Brian Massey explores.
Survey: 65% Of Marketers Plan To Spend More On Marketing Technology In 2015
Survey polled 182 marketing executives on their technology investment plans, data, content research and working across departments.
Meet The New Twitter Analytics Tools (From Twitter!)
Twitter opened up its analytics platform to all users in mid-2014, but is it any good? Contributor Larry Kim explores this question.
5 New Year’s Resolutions To Get The Most From Your Data
Having lots of data is great, but contributor David Booth reminds us that what counts is what we do with it.
What’s Your Marketing Success Metric?
Are you working to achieve wins for the business, or for your team? Columnist Benny Blum notes that these two things are not always aligned.
Top 10 Columns From Marketing Land Contributors In 2014: The Most Popular Overall
What columns did readers find most useful and thought-provoking this year? Check out the top trafficked columns of 2014!
2014’s Top 10 Analytics & Marketing Columns On Marketing Land
An essential aspect of digital marketing is the ability to measure and analyze what's going on. Don't miss these top tips to set your programs up for success.
7 Resolutions For Higher Website Conversions In 2015
Each year, digital marketers find themselves trying to do more with less. With mobile technologies maturing, analytics entering a decade of being democratized, and personalization technologies enjoying increasing adoption, online marketers have never needed to learn more and do more just to keep up. While new advancements and opportunities arise constantly, the beginning of a […]
A CMO’s View: Porch’s CMO Says Analytics & Data Are At The Core Of Everything For The Home Improvement Network
Asha Sharma shares how "democratizing" Porch's data enables all team members to make better and faster data-driven decisions.
The Marketing Analytics Practice Is Evolving: How Can You Adapt?
As the saying goes, the only thing that is constant is change. But in digital marketing today, change is not only constant but also rapid and all-inclusive, and applies not only to marketing practice but also the practitioners. The past few years have given rise to marketing technologists: those who are equally adept at marketing […]
Nintendo And Ebates.com Score With Top Holiday Ads
Ace Metrix ranked the top performing video ads this holiday season.
Video RTB Misses The Mark Over Half The Time
Clearstream study finds 63% of video impressions won in November did not meet advertiser criteria.
Top 10 Columns Of 2014 On Design, Usability & Conversion
You've gotten someone to your web site. Now what? Here are the top columns of 2014 offering guidance on this critical topic.
Google “Store Visits” Part Of Larger Movement Toward Metrics That Matter
Even as the IAB reported today that Q3 digital advertising revenues were the highest recorded to date, the industry is in the midst of soul searching — if not crisis. A recent analysis from the Association of National Advertisers found that there are billions of dollars of annual online ad fraud in the US. And Google recently […]
3 Ways Mobile Shopping & Email Marketing Help Win The Holidays & Beyond
Email and mobile have been major players this holiday season, and columnist Jordan Elkind discusses what this means for marketers.
Survey: Just A Third Of Digital Marketers Make Mobile A Priority
Marketers cite data overload and media fragmentation as key challenges in 2014.