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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Location ad platform xAd rebrands as GroundTruth, expands beyond advertising
Company says it has a verified 90 percent store visitation accuracy rate.
WP Engine launches Content Performance analytics tool
Incorporating some Google Analytics data, the new capability is designed to better measure content by authors, posts and topics.
IAB: 2017 Q1 is 7th straight with double-digit growth in US digital ad revenues
Q1 digital ad revenues close in on $20 billion.
LinkedIn partners with Acxiom for brand targeting
Acxiom says that, as the first-party data house of many brands, it can readily optimize customer lists.
Report: 2016 holiday quarter saw highest rate of digital influence on store visitation
Cuebiq report offers online-to-offline benchmarkingmetrics for nine verticals.
How to solve the mystery of what your customers really want
How well do you really know your customers? If your company is like most brands, you already realize that you don’t really know them at all. In fact, a 2015 study from Aberdeen Group found that just 4 percent of organizations are fully satisfied with their ability to ensure data-driven conversations with their customers. That’s […]
What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared
Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between marketing mix modeling, multi-touch attribution, and cross-channel attribution.
Brandwatch adds a Reddit ‘mini-firehose’ to its social data
The social intelligence firm is now sifting the raw feedback of the web’s most opinionated community.
Location data predictive of retail store closures
inMarket loyalty report suggests which retailers will be the next ones to go.
Two social media attribution models to use instead of single-touch
Contributor Sweta Patel walks you through the three main social media attribution models to help you understand which approach will work best for your organization.
How AI is disrupting major industries
Advances in artificial intelligence tend to provoke polarizing reactions for most people. One, a dystopian anxiety where humans huddle in fear of their metallic overlords. Or two, a utopian futurist society where humans are freed from mundane labor and complex challenges are solved by machines. Wherever you fall on the AI anxiety spectrum, the fundamental […]
Segment can now track users across sites without third-party cookies
The data connection service is employing a common ID for first-party cookies from a brand’s multiple sites.
People-based measurement is the new black
Ad tech and CRM are converging, and columnist Jordan Elkind believes the need for people-based measurement has never been greater.
The perfect structure for managing profitable shopping ads
When you start advertising on a new platform, deciding how to structure things can be scary because there’s the risk that a bad decision now could hamper your future efforts. So if you’re new to managing shopping ads, or you’re looking for some fresh ideas to revive underperforming campaigns, I’ll show you my ideal shopping […]
B2B CMOs and CIOs: It’s time to rethink data management
Effective data management is critical to B2B digital marketing success. Columnist Sonjoy Ganguly explains how implementing a rich, B2B-focused data structure and collaborating with the right strategic partners can make all the difference.
Diving into the new SiriusDecisions Demand Unit Waterfall
Columnist John Steinert discusses the new SiriusDecisions Demand Waterfall, which helps align sales and marketing on what B2B demand really is and how to find it through the concept of the "Demand Unit."
Google launches new system to tackle cross-device measurement for display & video ads
The Ads Data Hub is designed to give marketers impression-level insights for YouTube, DoubleClick and Google Display Network campaigns.
5 key ecommerce & retail trends from Mary Meeker’s Internet Trends report
A look at how mobile and online commerce are changing the retail landscape.
How to track conversions like a pro
Driving more traffic is only good if you're driving the right traffic. Columnist Ryan Shelley outlines three simple conversion goals you can track that will give you powerful insights into how your users are interacting with your website.
AppsFlyer launches mobile anti-fraud initiative, updates its fraud detection services
The new initiative is designed to weed out app ad or installation fraud in any of the company’s 2,500 partnering ad networks.
Demand generation’s next frontier: 3 ways to tap into social to get more leads
Is social a key element of your demand generation strategy? If not, it needs to be. Contributor Will McInnes walks you through three ways to use social for demand generation.
PlaceIQ making location intelligence more accessible with new ‘LandMark’ tool
Not just for ad targeting; the company sees an array of uses, including benchmarking, customer-journey anaytics and media planning.
Journey analytics: The GPS for understanding your customers
Some say it’s the journey — not the destination — that really matters. That’s certainly true when it comes to your customers. While many consumers achieve their goal by traveling across multiple interactions with your brand, just one terrible, disjointed experience can send them straight to your competition. That’s why it’s so important to understand […]
Knoema offers a chatbot interface for its data search engine
Called Yodatai, she’s the latest attempt to make data accessible through conversation.
Google launches ads measurement system for cross-device campaigns on YouTube, DoubleClick, GDN
The Ads Data Hub is designed to give marketers impression-level insights for campaigns served across multiple devices.
How to create remarkable offers and increase your conversion rate
From learning about your audience to selling your offer, contributor Seth Price walks you through key steps that will help you maximize your conversion rate.
Why some ad tech vets have doubts about Havas’ new transparency platform
As the transparency bandwagon gains speed, some are wondering if the added info is useful, if it takes publishers into account or if it changes anything.
Conversion rate optimization tools coming to AdWords with new integrations
Advertisers will be able to run landing page test with Google Optimize and get feedback from retargeting audiences with Google Surveys 360.
Google launches free multichannel, multidevice Attribution solution
Multichannel conversion action data can then feed back into Google AdWords and DoubleClick Search to inform bidding decisions.
Datorama adds Genius AI to its marketing data platform
The New York City-based company now provides out-of-the-box smartness that suggests best solutions for improving performance.
Ecommerce CPMs, Facebook Dynamic Ad usage set to rise this Memorial Day
As temperatures start to rise and people break out their BBQ grills, columnist Andrew Waber takes a look at the Memorial Day period and its impact on ecommerce ad prices on Facebook.
Getting ahead of the game with predictive analytics
Think predictive analytics is out of reach for your organization? Think again. Columnist Nick Iyengar outlines what you’ll need to get started and describes two real-world scenarios to show you how it can be used.
Live blog: Google Marketing Next opening keynote
Google's annual event for advertisers is expected to have a variety of product announcements.
Lotame partners with Survata to validate third-party data with users’ survey answers
The pilot project targets Survata’s online surveys to cookied users in Lotame DMP segments, grading the quality of data providers with actual responses.
YouTube location extensions, in-store sales measurement now available
Google beefing up offline analytics with more in-store visitation and sales data.
Google launches free Google Attribution, hopes to kick last-click attribution to the curb
Multichannel attribution data feeds back into Google AdWords and DoubleClick Search to inform bidding optimizations.
The effect of Moore’s Law on behavioral marketing
Even marketing isn't immune to Moore's Law. Columnist Brian Massey explains how Moore's Law has changed behavioral science, making it cheaper for marketers to create and use behavioral data than ever before.
Eye-tracker Tobii acquires fellow eye-tracker Sticky
Lab-based eye-tracker Tobii buys the webcam-based Sticky so it can offer large consumer panels as well as focused test groups.
Distil buys Are You a Human, launches free bot detection plug-in for Google Analytics
The plug-in, which Distil said is the first of its kind, can detect ‘close to 100 percent’ of bots running JavaScript from a web page.
Google Analytics is making it easier to see users across AMP and non-Amp pages
AMP publishers will see some metric adjustments as the change rolls out.