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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UNILAD & The LAD Bible are the most-watched video makers for 8 straight months
According to Tubular Labs' top 10 video creator list, Unilad and The LAD Bible show no signs of slowing down since taking the lead in July 2016.
Salesforce explains why, when it has Einstein, it needs Watson’s intelligence
It turns out that Einstein knows customer data, but Watson knows the world.
Seasonal SEO: Identifying your merriest times of the year
Are you tuned in to the seasonal trends that impact your website traffic? If not, check out columnist Laura Scott's tips for determining which ones may present opportunities for your brand.
Marketers: Track emotions, not just numbers
Columnist John Donnelly III explains why social media analysis needs to go beyond volume data with examples of how sentiment and emotion analysis can help marketers really understand consumers.
Assessing the maturity of your organization’s messaging program
Are you able to gauge the strengths and weaknesses of your messaging program? Columnist Jose Cebrian lays out key questions to ask to help you better understand the state of your organization's messaging strategy.
Why brick-and-mortar retailers need to go digital with analytics
Consumers still prefer in-store experiences overall, but columnist Allan Haims believes brick-and-mortar retailers need to take a page from online retailers and learn about their customers by leveraging analytics.
Optimizely expands its experimentation platform to OTT TV
New product supports video experiments in any over-the-top TV app that uses tvOS or Android TV.
Google’s free Data Studio now available globally with improved features
Users can now save and reuse data filters, add Google Analytics segments and more.
Google rolls out free Data Studio globally, improves filters & other features
Users can now save and reuse data filters, add Google Analytics segments and more.
How to use Google Tag Manager to show your clients results
Columnist Sherry Bonelli provides an overview of Google Tag Manager, including how get started with it.
Facebook to phase out Atlas brand, shift tools & clients to Facebook’s products
Facebook is starting to fold Atlas's measurement products into Facebook's own tools and will transition Atlas's remaining clients as well.
Machine learning is marketing’s future
When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain experience or a degree to use? This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things. What might seem out of reach today can […]
Using AMP? A known bug is probably screwing up your Google Analytics
Issue can cause visitors to be overcounted, single sessions to be divided into separate ones, and more.
Here’s how & why CDPs differ from CRMs & DMPs
We asked an executive from RedPoint Global if existing customer data systems do the same thing as Customer Data Platforms.
How bots ruin on-site experiences for real humans
Contributor Liad Agmon explains why the problem of fake web traffic extends far beyond advertising.
Full path ROI: Aligning attribution models with the buyer’s journey
Vote for this entry in the 2017 Hackie Awards by sharing it on Facebook, Linkedin or Twitter by May 1.
Why martech data should drive ad tech
Customer data, the engine that drives your ad campaigns, is often divorced from the ad tech stack. Columnist Chuck Moran discusses how integrating martech and ad tech stacks can enhance programs, optimize delivery and maximize ROI on media spend.
Totango rolls out first chatbot for customer success
The text-based Zoe can pull info on customers or track teamwork in resolving a customer success issue.
YouTube viewers now consuming 1B hours of video content a day
The Wall Street Journal reports YouTube's daily global viewership is on track to surpass the number of hours per day people spend watching TV in the U.S.
Are you leveraging these underutilized Google Analytics features?
Are you getting everything you can out of Google Analytics? Columnist David Booth offers a checklist to help you take advantage of all it has to offer.
A review of free PPC reporting solutions from Google
Columnist Frederick Vallaeys tried out Data Studio to see where it shines and where it might fall short for search marketers.
On a buying spree, Hootsuite adds analytics provider LiftMetrix
Following its purchase of adtech firm AdEspresso two weeks ago, the new acquisition will boost Hootsuite’s ability to demonstrate ROI.
Tru Optik now allows identified customer data for OTT TV ad targeting, through LiveRamp
A brand’s personally identifiable customer profiles can be handled by LiveRamp, anonymized, and passed to Tru Optik for ad targeting.
What distinguishes conversion optimization from good design?
Columnist Brian Massey argues that conversion optimization is distinct from other web marketing practices.
Report: Android app eCPMs beat iOS for first time in Q4
Android eCPMs jumped 79 percent year-over-year in Q4 2016.
With 1M apps to date, Facebook’s analytics tool adds features but hasn’t fixed measurement error
Developers can compare two audience segments at a time and break down their audiences based on the sites that sent them.
Report: Ecommerce accounted for 11.7% of total retail sales in 2016, up 15.6% over 2015
The US Department of Commerce reports total ecommerce sales in 2016 reached $394.9 billion.
A 9-step guide to increase your landing page conversion rate
How do you improve your landing page conversion rate? Contributor Khalid Saleh lays out nine steps that will help you optimize landing pages and, in turn, generate leads.
Reports: Digital, especially mobile, driving trillions in offline retail spending
Mobile-influenced in-store buying alone already over $1 trillion.
AdParlor launches Intelligence Tags to better assess social ads’ performance
Using visual recognition and machine learning, the Tags automatically break down images into their constituent parts and then track their effectiveness.
Adjust declares it is now entering Measurement 2.0 for mobile analytics
Founded in 2012 to track attribution of apps, the company is reorienting around a new landscape for mobile measurement.
Top 10 video creators in January: Unilad & The LAD Bible keep the lead, both driving 4B+ views
According to Tubular Insights, the top 100 video brands and creators generated a combined 67.3 billion views last month.
Marketers, think outside the list
Columnist Jose Cebrian believes it's time to think of customer data as an “audience” instead of a “list,” but it will require meaningful measurement of that data and navigation of a multitude of tools.
Why machine learning is critical to multi-touch attribution
Columnist Alison Lohse notes that in today's complex marketing atmosphere, marketers need tools that can quickly and accurately make sense of myriad and disparate data -- and machine learning does just that.
Beyond the Like: Measuring Facebook Reactions
Measuring content performance with Reactions data is trickier than with a simple Like, but columnist Chris Kerns explains how Facebook Reactions can bring you new insights to improve your content.
Report: more than 13 million proximity sensors now deployed globally
Kontakt.io the leading beacon hardware maker, Swirl the leading software platform, says Unacast.
Nielsen’s ‘Digital in TV Ratings’ wins MRC accreditation
The certification marks another step toward full data equality for online-delivered television.
AOL’s Area 51 incubator releases first prototype — a bot for its ad tech data
Called Avery.ai, it now moves into product development and joins other companies’ efforts to make marketing data more readily accessible.
NewsWhip opens up its history to show the social lives of stories
The company says it differs from other social content trackers because it looks at engagement from the perspective of the originating publishers’ sites.
mParticle announces single SDK for OTT streaming TV apps on Roku
The release allows a single API from Roku apps to connect user and activity data to more than 100 advertising, marketing and analytics tools.