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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How to build an in-house marketing team for conversion optimization
Do you have a team dedicated to conversion optimization? Columnist Jeremy Smith tells you how to assemble a team of pros and the kinds of people you should tap.
Now entering… the age of cognitive marketing
IDC Research Manager Gerry Murray predicts that within a year, there will be an explosion in the number of marketing applications that “think.”
Is it time to “cut the cord” on traditional web analytics? 4 questions to ask
Should your organization go in-house with your web analytics? Columnist Josh Manion discusses four questions companies should ask before moving forward.
The votes are in — for what Google’s new Analytics 360 Suite really means
We tallied up responses from a variety of practitioners and observers about how the tech giant’s new platform of products could impact marketers.
Google estimates 25% of sites now use secure connections
Google will work with some of the non-secure top 100 sites on the web to help them migrate to HTTPS.
Google launches its Analytics 360 Suite to provide better marketing measurement tools for “micro-moments”
The enterprise-oriented platform includes the tech giant’s first DMP and three other new tools, plus new versions of Google Analytics Premium and of the attribution product, Adometry.
The “social iceberg”: The data on 1:1 marketing may surprise you
Columnist Chris Kerns delves into data showing that while the tip of the social media iceberg involves a brand’s entire audience, the bulk of it is made up of one-on-one conversations with individuals.
How to create your own digital newsroom
Looking to create a way to effectively monitor real-time news in your industry? Columnist Andrew Ruegger shows you how to consolidate real-time information on publishers, publications and social trends to bring you the insights you need.
What “human-in-the-loop computing” means for marketers
Don't let artificial intelligence replace human judgment in your marketing analytics. Columnist Joshua Reynolds discusses why you need a combination of human intuition and intelligent data to make the right decisions.
5 reasons people-based marketing will turn fed-up consumers into brand-loyal fans
It's time to move beyond "people-based marketing" as a catchphrase and jump on board. Columnist Mike Sands discusses how it will help brands connect with people and create more relevant messages.
Beyond audience data: The critical need for better business intelligence in digital media
Columnist Rob Rasko believes publishers need to move beyond audience data in order to get a complete picture of their business and learn how to efficiently structure it.
Report: Simple changes in call handling can drive $100 million more in phone sales
Even just being friendlier in answering a call can drive materially more conversions, says Marchex analysis.
Amplitude’s new Compass points to behaviors exhibited by returning users
The San Francisco-based web/app analytics firm says this new product is the first of its kind on the open market, matching various enterprises' in-house tools.
How marketers should adjust to Google’s new search ad display
How will the changes to Google's ad layout affect search advertisers' strategies? Columnist Brian Massey takes a look and explains why it may be an opportunity to optimize for your mobile traffic.
Forrester Wave Report Names Top Four Social Listening Tools
Research firm points out that with new features continually being added, social listening platforms are evolving into “social relationship” ones.
Live Streaming Video Survey Finds 44% Of Brands Have Produced Live Video & 20% Plan To
A new survey by Brandlive, Inc. aims to set an industry benchmark for live video content.
Here’s Why Martech Needs Some New Metrics
Customer relationships are now “a movie, rather than a snapshot,” and marketers need more movie-like ways to measure what’s working.
Smart Goals Roll Out To More AdWords Advertisers As Google Cuts The Eligibility Requirements In Half
The conversions, driven by machine learning, will be rolling out to even more AdWords advertisers over the coming weeks.
Generating Leads On Facebook: What You Need To Know
Columnist Andrew Waber delves into Facebook ad data and comes away with some best practices to help lead generation advertisers reach consumers at the right time.
Top 7 Must-Have Tools For Website Owners
Looking to improve your website or just getting started with creating one? Columnist Jordan Kasteler outlines his favorite tools that will help your website meet your marketing goals.
Achieving Hyper-Segmentation To Reach Personalization At Scale
Columnist Sean Zinsmeister says it's time for B2B marketers to drill down into their consumer data to help them find the best customers and expand into new markets.
Startup Mariana Launches B2B Lead Gen Platform That Automatically Creates Personas
The personas are used to find decision-making individuals at targeted companies.
To Maximize The Value Of Testing, Start With A Strategy
Looking to improve your testing or just getting started? Columnist Nick Iyengar has tips on how to build your strategy for testing and optimization.
News360 Launches Free Audience Analytics Tool For Publishers And Content Marketers
The NativeAI service tracks user preferences with a much more granular categorization of content than other tools, the company says.
Optimizing Conversions Isn’t Everything! Don’t Neglect What Happens Before & After
Are you maximizing your conversion potential? Columnist Dale Hursh discusses the activities and efforts that occur both before and after the conversion point, noting that focusing efforts here can increase conversions and ROI.
Ad Tech Firm AdTheorent Launches Public Version Of Its Internal Attribution System
Called Barometric, the service uses street addresses of homes as the consistent ID across devices and into physical retailers.
Let’s Talk SMAC (Social, Mobile, Analytics & The Cloud)
If you're not familiar with the acronym "SMAC," maybe you should be. Columnist Andy Lombard discusses why the intersection of social, mobile, analytics and the cloud should be central to your marketing efforts.
Data Danger: How The Wrong Campaign Metrics Can Break Your Mobile Strategy
Are your campaign metrics leading you astray? Columnist Josh Todd has some tips to ensure you’re using the right tools and taking control of your marketing results.
Google Launches Autotrack To Help Sites Get More Out Of Universal Analytics
A library of plugins is designed to give sites common tracking features automatically.
Understand Your Customer For Free
Columnist Scott Rayden shares several data sources that can help you build that holistic view of your customer -- without spending any extra money.
Tapjoy Beefs Up Its MarTech/AdTech Mobile Combo With New Ad Partners
Bidding advertisers through MoPub, AerServ and Fyber will now get a shot at app inventory through Tapjoy.
How To Make Attribution Data Actionable
With so much data at your fingertips and a seemingly infinite number of things to tweak, where do you start? Columnist Eric Dezendorf shares an example that illustrates two basic principles for focusing your efforts.
Zaius Now Automates Google Customer Match & Facebook Custom Audiences, For Free
The behavioral marketing platform launches a free version that automatically builds and uploads segments for Google and Facebook.
Personalization Data Provider Lytics Adds Netflix-Like Content Analyzer
Its new Content Affinity Engine creates an individual profile showing topics of most interest to that person.
The Quiet, Smart Growth Of #GirlsWhoCode
Columnist Chris Kerns takes a look at how the nonprofit is quietly becoming a game changer — and why focusing on the right numbers is key to measuring your own success.
Data Extractor Diffbot Wants To Turn The Web Into The Semantic Web
Startup nabs $10 million to launch its massive structured database that “knows” about products, news, profiles, comments and other web content.
The New Face Of Public Relations: Tricks And Tools Of Today’s Practitioner
Have you tapped into the marketing prowess of your PR team? Columnist Maggie Malek explains why today's public relations pros, along with new tools, can give your marketing strategy a leg up.
Using Data.gov And Open Data To Develop Actionable Consumer Insights
Columnist Benjamin Spiegel explains how data.gov goes beyond traditional digital research data to bring you actionable marketing insights.
Facebook Delivered Triple The Engagement Over Twitter For Branded Content In 2015 [Report]
TrackMaven's "The Content Marketing Paradox" report analyzed 75 billion social interactions around 50 million pieces of content marketing.
Content Marketing Output Surged 35% In 2015, While Engagement Dropped 17% [Report]
"The Content Marketing Paradox" report from TrackMaven found, as content marketing efforts increased, activity around content dropped.