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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Adblock vs. Cost-Per-Action marketing: cooperation works better than conflict
Today, Adblock and other ad blockers are commonplace and indispensable components of the digital advertising industry. Blockers were created as a response to excessive advertisements on websites; they are specifically designed to prevent intrusive ads from displaying. But ad blockers shouldn’t be viewed as being inherently good or evil. In this article, we look at […]
Customer data platform Segment adds Looker Source to define audiences from multiple tools
Essentially, says the Segment CEO, the data switchboard is growing “a brain stem.”
Bynder announces free version of its Digital Asset Management (DAM) software
Called Orbit, it offers AI-powered auto-tagging for search and users have up to 100 GB of storage before hitting premium levels.
Tru Optik announces collaboration with comScore
comScore’s demographic data provides a comfort level for traditional ad buyers new to Over-the-Top (OTT) TV, says Tru Optik CEO
Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now
Before you get caught up in the shiny new thing with all the bells and whistles, contributor John Steinert urges you to consider more accessible approaches. They may not be as trendy, but they'll perform just as well.
LinkedIn’s Website Demographics lets brands analyze site visitors using LinkedIn data
LinkedIn’s web analytics tool reports breaks down sites’ audiences into eight categories, including company, job title, location and industry.
Voice is an important new channel for brands to measure, but not in a silo
As more brands test out voice technology, voice data will be key to measuring success. Columnist Chris Wareham breaks down the metrics to use and explains why they should complement, not displace, your existing data sets.
Most marketers unhappy with localization efforts, but fail to invest in necessary resources
The CMO council found 75% of marketers invest less than 10% of budgets in localization needs, even though 63% are unsatisfied with efforts.
Google Analytics rolling out ‘ask a question’ to get answers
With natural language, users can quickly get data without having to dig for it from both desktop and Google Analytics' mobile apps.
LiveRamp launches IdentityLink for Publishers
Participating publishers can offer Facebook-like people-based targeting on their sites.
Lead scoring: A bridge from marketing to actual sales
How can marketing better align with sales? Contributor Sweta Patel walks you through the ins and outs of building a lead-scoring plan and the metrics for tracking lead-scoring success.
Can Google ‘democratize’ Analytics with natural language and machine learning?
The company hopes that GA will become easier to use and more accessible to more people.
Google Analytics rolling out ‘ask a question’ to get answers instantaneously
With natural language, users can quickly get data without having to dig for it from both desktop and Google Analytics' mobile apps.
To understand customers, first you need to understand their Device Graphs
Cross-device identity has become an essential foundation for ad and marketing targeting.
Identifying top analytics talent in a competitive environment
Are you searching for the right candidate to fill a marketing analytics role? Columnist Nick Iyengar says you shouldn't focus on what they know about the tools, but instead take a look at their soft skills.
Move over millennials, Gen-Z now the largest single population segment
According to Nielsen data, Gen-Z is now 26 percent of the population.
Report: Native ad buying surges 74%, programmatic slips 12%
Brand safety concerns are seen as cause of programmatic decline.
How to ask survey questions of liars and pretenders
It's easy enough to use a survey to test out a website or campaign, but how do you know if the answers you get are truthful? Columnist Brian Massey helps you weed out the pretenders among your participants.
Learning to use content management martech is biggest educational need for marketers
Content Marketing Institute's latest survey aims to better understand how content marketers are managing their content strategy.
PlaceIQ and IRI partnership combines location and purchase data for customer insights
The combination aims to provide CPG brands with answers to fundamental questions about consumer behavior.
Data sets and common sense: The cure for ABM overload
Columnist Erik Matlick says it's time to focus on the data that's driving ABM and promote collaboration between sales and marketing to drive organizational change.
Forbes ranks the top 50 most influential CMOs & finds 40% lead technology companies
One in three of the CMOs to rank on Forbes' list were women.
Why mapping the customer journey is critical to your measurement program
Columnist Alison Lohse explains why insights into the customer journey are key to helping your measurement program reach its full potential.
How to inject urgency into your product pages
Hurry! Act now! Contributor Ben Jacobson shares five ways to instill a sense of urgency into your content to increase your conversion rate.
AppsFlyer makes its attribution data more transparent
This Agency Transparency solution, the company says, is the first to offer easy access to this kind of detailed data for brands.
NinthDecimal buys MoLOGIQ for tools, talent and massive device reach
With the acquisition, NinthDecimal claims it will have the largest mobile device reach of any US location intelligence company.
New Adobe voice analytics will capture data from all the major virtual assistants
Speech inputs from Amazon Alexa, Google Assistant, Cortana, Siri and Bixby can be combined with other datasets for deeper audience insights.
Startup Acquired launches new platform for managing mobile app install campaigns
The company says this is the first to ‘allow advertisers to act where their data is.’
PaveAI unveils AI-powered platform to turn Google Analytics into actions
Startup says this is the first Google Analytics tool that turns the data into news you can use about increasing leads or revenue.
An intervention on marketing’s dysfunctional relationship with data
If it feels like you have a dysfunctional relationship with data, you're not alone. Columnist Joshua Reynolds discusses the data challenges marketers face and offers a step-by-step “relationship tune-up” guide.
Singular merges with Apsalar to form ‘unified analytics platform’ for mobile
The merger adds Singular’s media and marketing analytics to Apsalar’s attribution and segmenting.
An intervention on marketing’s dysfunctional relationship with data
If it feels like you have a dysfunctional relationship with data, you're not alone. Columnist Joshua Reynolds discusses the data challenges marketers face and offers a step-by-step “relationship tune-up” guide.
Meet NinjaCat ‘Shinobi,’ the all-in-one agency reporting and monitoring platform of the future
Reports are so 2000 and lame! Everything in our world — from software to phones, cars and TVs — is getting smarter, faster and sleeker. Isn’t it time for client reports to become smarter, faster and sleeker, too? If I can automate my pizza order, why can’t I automate a better client report? Compelling client […]
A deep dive into online-to-in-store attribution
Columnist Michael Della Penna walks you through the various methodologies used to understand the impact of impressions on in-store visits and how they affect campaigns.
Tobii Pro now invisibly tracks users’ eyes in VR
The company has installed its tech inside HTC Vive headsets, so marketers and others can readily track attention paths.
Five indicators of whether you’re doing everything you should with your business’s data
You think you're doing pretty well until a colleague comes back from a conference spouting buzzwords and asking questions. Columnist Jeff Allen gets past the hype and reveals the key questions you should be asking about your company's data practices.
Questions are the center of great websites
When you're optimizing a campaign or website, it's easy to become fixated on having all the answers. But columnist Brian Massey explains how generating questions can lead you to success.
How to set up a successful revenue-generating demand gen system
Some marketers hurtle headlong into gathering leads without considering the strategic framework surrounding the effort. Contributor Sweta Patel explains how to set up a system to maximize the quality and quantity of demand generation.
Five indicators of whether you’re doing everything you should with your business’s data
You think you're doing pretty well until a colleague comes back from a conference spouting buzzwords and asking questions. Columnist Jeff Allen gets past the hype and reveals the key questions you should be asking about your company's data practices.
Lotame and Cint marry survey panel data with DMP data
The result is verification of inferred DMP data, enriching user profiles for more focused ad targeting and inventory marketing.