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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Social media ad spend to surpass print for first time
Social media will own 13% of global ad spend in 2019, according to a Zenith forecast.
IAB warns of ‘unintended consequences’ as California AG unveils CCPA enforcement regs
The proposed regulations would govern the practical implementation of key provisions of the privacy law.
Social Shorts: New Messenger features, Instagram Threads and SiriusXM’s new CMO
The social media marketing week in review: A round up of news and announcements you may have missed.
The MarTech Minute: Qualtrics launches CoreXM, Liiv buys Telmar and Gartner’s CMO Spend Survey
The marketing technology week in review: A round up of news and announcements you may have missed.
Email deliverability platform 250ok adds Google Postmaster Tools integration
By integrating Google Postmaster Tools, 250ok clients will be able to monitor Gmail deliverability across multiple IP address and domains.
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 forward, particularly in a competitive Q4 holiday season.
Get lead scoring data in Google Analytics with Google Tag Manager
Ruth Burr Reedy, VP of strategy at UpBuild, on the benefits of setting up lead scoring in Google Analytics and the steps to get there.
Mobile conversions rising, but desktop conversions still 93% more valuable, study says
Mobile conversions are growing, however most people still favor the desktop for transactions.
GDPR-compliant companies outperforming peers across a wide range of metrics
Privacy has delivered an unexpected competitive advantage, a survey finds.
AT&T’s Xandr partners with clean.io to help safeguard against malicious advertising
Xandr will adopt clean.io’s technology to help reduce "malvertising" for publishers, end-users and advertisers in the marketplace.
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 customers.
Vista Equity Partners acquires Acquia for $1 billion
The private equity firm is known for buying undervalued tech companies, centralizing operations and selling for a profit.
App Annie picks up mobile advertising analytics provider
The deal will allow mobile marketers to gain insights from App Annie's market data and analytics alongside mobile ad analytics.
How we can restore trust in digital advertising
The CEO of French "drive to store" marketing platform Teemo talks about how transparency can thread the digital needle between irrelevant and creepy.
Cheetah Digital debuts Customer Engagement Suite for marketers
The new platform is expected to help marketers and brands create better relationships with their customers by delivering a unique value exchange throughout the customer lifecycle.
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 data.
Comscore settles charges that it and former CEO Serge Matta engaged in securities fraud
The company has experienced a number of high-level departures and other challenges recently.
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 process.
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.
Marketing Cloud 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.
12 common questions marketers ask about call tracking answered
Call tracking software is a critical component of your martech stack that many marketers don’t know enough about.
CCPA will take effect in about three months but will consumers really care?
If GDPR's "manage cookies" forms has taught us anything, it's that most consumers will simply click "OK."
Giphy to partner with Oracle Data Cloud’s Moat to measure viewability
The partnership is anticipated to draw more advertisers to Giphy's branded content studio.
The pitfalls of surveys and other data traps that could be hurting your marketing
Are you marketing based on what people say or the data that shows what they actually do?
Nielsen’s OpenSlate integration adds brand safety measurement for video advertisers
Nielsen has also acquired a minor stake in OpenSlate.
How to track traffic quality and boost conversions
Traffic quality is a key aspect of driving conversions.
Google beefs up mobile app insights with new AdMob API
There are now a range of enhanced metrics, such as active users, ad exposures per session, session duration, ARPU and user retention.
Social listening: what it is, why it matters, and how to do it
What is social media monitoring? Why is it important? What are the best social listening tools? Find out with this quick guide for 2020.
Snapchat adds DoubleVerify as brand safety, viewability measurement partner
DoubleVerify offers the most comprehensive viewability auditing across Snapchat ad formats.
Adobe adds Customer Journey Analytics, designed to be accessible to all marketers
The company said the platform was inspired by Photoshop.
Lucidworks’ new feature promises enhanced internal site search customization
Also claims it’ll allow retailers to optimize search without having to call on IT dept.
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 that could affect results.
How to become a professional digital marketer
In this fast-growing era, digital marketers are expected to be skilled in a variety of areas, including analytics, creative direction, sales, digital media and more. Here's how to keep your skills sharp and gain new ones.
Microsoft introduces XLOOKUP in Excel – and it’s a big deal for data reporting
The new feature addresses many of VLOOKUP's limitations.
Complaint alleges that Google is circumventing GDPR with RTB personal data sharing
Brave's Dr. Johnny Ryan argues Google is enabling non-consensual data transfers with "hidden push pages."
What location data can tell us about the state of Starbucks’ pumpkin spice latte
Location intelligence can test for viability or the continuing appeal of products.
Pulling back the curtain on location intelligence
Our interview with Josh Anton, CEO of X-Mode, takes up the state of location, what marketers need to look for in a data partner and, of course, privacy.
HubSpot partners with Supermetrics, adding multi-portal analytics and reporting
The new partnership will help marketers access, analyze and report data across HubSpot portals.
Making the leap to multi-touch attribution: How to get buy-in from sales, tech, leadership
Every company should be moving to multi-touch attribution, says Mediacurrent's Adam Kirby -- and it's not just a marketing thing.
Why marketers should embrace data privacy, rather than view it as an obstacle
Duane Schulz explains that If marketers are willing to advocate privacy and transparency, we can shift the focus from short-term leads to lasting trust and long-term brand value.