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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Survey: Pre-roll ads are a major barrier to watching online news videos
In a new international survey of web users, less than 25 percent say they watch online news video content in a typical week. Pre-roll ads are a major reason why.
IBM’s Watson now powers Lucy, a cognitive computing system built specifically for marketers
Via menus or conversational English queries, a marketer can ask questions of any data from any platform, for research, segmentation or media planning.
Tracking platform Impact Radius buys anti-ad fraud service Forensiq
Acquisition creates what the newly combined company says is the first such service with a built-in, major anti-fraud capability.
Creating the VIP treatment for your customers
How do you give consumers the star treatment they want? Columnist James Green says you need to look toward data, decision-making engines and channels to deliver the best experience.
Data platform Quantifind’s new Analysis application lets marketers ask their own questions
Menlo Park, California-based firm has used similar approaches to discover which social conversations connect to terrorism.
Attribution, one step at a time
Attribution can feel like a daunting task, but columnist James Collins breaks down his strategy for delivering a winning attribution model.
IAB: Q1 US ad revenues hit record $15.9 billion, up 21 percent YoY
The jump marks the biggest Q1 year-over-year increase in four years.
How to boost your conversion rate without changing your web content
How do you improve your conversion rates without any changes to your web content? Columnist Jeremy Smith reveals seven strategies.
Google Analytics begins breaking out iOS traffic by model (when it can)
When iOS user agents include a specific device model, Google Analytics now lists them separately in the Mobile > Devices report.
Is your SEO data steering you wrong?
Accurate data is essential to measuring the success of your current SEO initiatives and informing the actions needed for future ones. Columnist Winston Burton discusses what to check to ensure accurate data collection and reporting.
Using data science to improve your enterprise paid search marketing results
As QuanticMind looks to move in on Marin Software's territory, which platform is right for you? Columnist Travis Wright explains how data science can boost your campaigns and ad spend.
Performance-enhancing data: 3 (legal) tips for supercharging your sponsorship effectiveness
Racking up points from a great sports sponsorship isn’t enough. Columnist Joshua Reynolds says scoring more than the competition is the new definition of success -- and the right approach to analytics can help.
7 essential Google Analytics reports every marketer must know
You may be using Google Analytics, but are you using it to its full potential? Contributor Khalid Saleh lays out 7 key reports with which every marketer should be familiar.
Android users open 2x more notifications, but iOS users much faster to open — [Report]
Leanplum attributes these findings largely to the different ways the platforms treat and present push notifications.
Google releases free version of Data Studio custom reporting product
Google Data Studio integrates with AdWords, Analytics, YouTube and other data sources.
In time for summer, Informatica opens its Marketing Data Lake
The company says this is the first such marketing-focused data repository, which accepts all data, organizes it on the way out, and enables fast integration.
Adjusting to Google’s ad layout change with attribution tools
Worried about the changes to Google's ad layout? Don't panic. Columnist Eric Dezendorf says attribution may help you determine the best next steps.
WATCH: Google lets you speak in natural language & get analytics reports
Think of it as Google Now, Siri or Alexa for Google Analytics. Speak the stat you want, get the answer, courtesy of machine learning.
WP Engine launches first page-level performance tool intended for WordPress sites
A one-second page load delay leads to 11 percent fewer page views, so this new dashboard tool is intended to deliver a WordPress-specific tuneup.
How to write a digital data & analytics RFP
Writing a request for proposal can be a daunting task. But columnist David Booth has some guidelines for your digital data & analytics RFP process to help you get what's best for you and your organization.
The complete guide to mastering conversion optimization
How do you turn traffic into converting customers? Columnist Stoney deGeyter outlines how you can improve your visitors' experience both before and after they arrive on your site.
Ensighten’s tags open up data collection for IBM’s Marketing Cloud
The tag management firm now expands the data reach of the Cloud through IBM’s Universal Behavior Exchange.
How to understand the value of content and measure digital emotion
Columnist Erika Trautman explains why marketers need to go beyond surface metrics and instead focus on delivering personalized content.
Startup Grey Jean launches AI-powered personalization platform
New York City-based firm says it can achieve “up to 72 percent accuracy” in predicting a customer’s next likely purchase.
Data provider Acxiom opens up its turnkey marketing analytics environment
Called Acxiom Marketing Analytics Environment or AMAE, it offers the first full integration of the company’s 2014 LiveRamp acquisition.
Callidus’ cloud platform gets wired up for the Internet of Things
Data feeds from business devices redefine “customer relationships” for its sales and marketing applications.
Google Analytics replaces Search Engine Optimization report with Search Console report
Google Analytics is now more deeply integrated and tied to the Google Search Console data.
Adobe pumps up its Marketing Cloud
Adds enhancements in adtech, automatic content targeting, attribution and email subject lines.
Convergence and the power of data in modern marketing
Columnist Josh Manion takes a look at how marketing technologies are converging and explains why tag management is helping to drive that convergence.
Startup Zarget launches first browser plugin-based CRO tool
Company says its inaugural product is the only one on the market to offer A/B testing, live heatmaps and funnel analysis in one tool.
Three golden rules for forecasting
Accurate forecasting can serve to inform the direction of your digital marketing campaigns and properly set client expectations. Columnist David Fothergill provides some food for thought to those new to the practice.
Enough analysis, already! 8 tips for avoiding data fatigue
Are you suffering from a data overload? Columnist Joshua Reynolds offers some do’s and don’ts for how to avoid data fatigue and focus on the analysis that truly matters.
EverString now lets marketers create their own “lookalike” segments
Predictive marketing firm says “no one else is offering this level of self-service.”
Facing Facebook, Google and Amazon, brands pool their data
Sharing data in co-operatives is becoming a way for the non-giants to survive.
Tubular Labs launches first ecosystem-wide video content rating system
Ratings track 100 million videos for views and such engagement factors as likes, shares and comments.
Experian launches PII-matching audience targeting platform to reach 85% of the US
In the new Audience Engine, brands and others can enrich customer profiles with various layers of PII-based data, and then anonymously target those same users online, in email or on addressable TV.
Google Analytics now secures all web traffic
Whether sites are using HTTPS or not, all traffic communication with Google Analytics is being encrypted.
Mobile-friendly redesigns: Experiment on your current site
If you have your eye on being mobile-friendly, a full website redesign may be in order. Columnist Brian Massey has tips to ensure your site redesign is a success.
4 key Facebook trends ecommerce advertisers need to know in 2016
Columnist Andrew Waber dives into advertising activity on Facebook and uncovers several trends to help you plan ahead and improve performance.
Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting
New capabilities build on what the company sees as its biggest competitive asset: data.