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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
Local businesses trump big businesses when it comes to delivering on-site updates
Columnist Myles Anderson shares the results of a recent BrightLocal survey about the impact of on-site SEO on rankings for local businesses.
Use Power BI to supercharge your SEO
Columnist Chris Liversidge explains how to take advantage of Microsoft’s Power BI (Business Intelligence) rollout to collect and analyze more data than ever before -- and find the SEO performance gaps you didn’t know about.
3 ways marketers can use speed to their advantage
Speed now means more than getting your product to market first. Columnist Scott Vaughan discusses our rapidly changing industry and how marketers can use speed to take advantage of it.
Customer journeys, blind spots & burgers: Lessons from fast-food marketing
Believe it or not, you can learn a thing or two from the world of burgers and fries, says columnist Joshua Reynolds. Here's why your marketing analytics should take a page from the fast food industry.
Ubimo and Cuebiq offer integrated offline data for real-time campaign optimization
The announcement is the latest in a series that underscore the importance of location data and attribution.
Tired of broken promises from politicians? Demand KPIs!
Columnist David Rodnitzky envisions a world where we could hold the government accountable to metrics and vote not just for candidates, but also for KPIs.
AdStage launches Report cross-channel reporting solution
Customers managing paid search and social campaigns in AdStage can now generate reporting on all social channels.
Three of the most important data segmentations for any Google paid search analysis
Wondering how to make sense of your AdWords accounts? Columnist Andy Taylor discusses how to segment your paid search data for meaningful insights.
Visible Measures launches tool to forecast future video trends
Boston-based company says its Industry Forecaster is the first of its kind.
DialogTech launches machine learning to automatically categorize phone calls
Company says new capability is the first such use of that tech outside of call centers.
Christmas in July: 4 ways to maximize your holiday ad budget
It's time to unwrap your holiday ad strategy! Columnist Andrew Waber's data-backed recommendations will help you prepare for the season and stay a step ahead of your competitors.
Euclid Analytics offers retailers a unified view of their customers using guest WiFi
WiFi offers the "lowest friction" way for retailers to better understand their in-store customers.
The evolution of marketing platforms: From automation to journeys
The next generation of marketing automation is emerging, and it’s more focused on machine-informed journeys than rule-based campaigns.
How to drive real, measurable value with purchase intent analysis
Columnist David Booth explains why using purchase intent will help you understand what’s really important and where to prioritize your budgets.
Improve B2B marketing results with Google Analytics
How can B2B marketers make the most of Google Analytics? Columnist Stela Yordanova offers some tips to help you better analyze website engagement and conversion.
Domain Level Metrics’ dashboard aggregates metrics from Moz, SpyFu, SEMRush & others
The new product, free during its beta phase, displays everything from the tools’ APIs.
Graphing trends can make you better at calling A/B tests
How do you know when to keep an A/B test running or to stop it before it costs you revenue? Columnist Brian Massey walks you through the nitty-gritty of trend graphs.
Don’t call it a “geofence.” UberMedia introduces the “Optimal GeoSpace”
Company's dynamic targeting is based on actual foot traffic patterns throughout the day and is specific to each location.
A brief introduction to data visualization theory for marketers
We marketers work with a lot of data, but how can we present these data in an easily understandable way? Check out this primer on data visualization by columnist Paul Shapiro.
Contribution margin: How to tell if your marketing makes cents
Is your marketing making you money or losing it? Columnist Jacob Baadsgaard explains how determining and tracking your contribution margin can help your marketing initiatives remain profitable.
Simply Measured offers “first social measurement API” for marketers
Aggregating feeds from multiple social networks, the API goes beyond the company’s current reports and provides standardized data for queries.
The 3 types of remarketing you should be trying
Are you using remarketing to supplement your other online marketing efforts? If not, columnist Brett Middleton has some easy ideas to get you started.
Leverage your marketing data: 9 FAQs to get you started
Are you up to speed on the best ways to collect and use data? Columnist Scott Rayden answers some of the most frequently asked questions marketers have about data.
6 custom Google Analytics reports you should use for every CRO project
Are you getting the most out of Google Analytics for conversion rate optimization (CRO)? Columnist Jeremy Smith highlights six custom reports to improve how you analyze your metrics.
“First automated trend forecasting platform” predicted the Rainbow Bagel
Santa Monica-based Tilofy is looking to transform the labor-intensive effort needed to predict the future.
SMX Advanced recap: Lies, Damn Lies, and Marketing Statistics
Are your marketing tests giving you valid results? Columnist Mark Traphagen summarizes insights from Vistaprint's Adria Kyne presentation at SMX Advanced.
SMX Advanced 2016 recap: Harnessing SEM analytics for smarter automation
Columnist Christi Olson provides tips and advice from PPC experts on how search marketers can make SEM automation work for them.
What’s the best attribution model For PPC?
Columnist Aaron Levy explores some common attribution models used by digital marketers. Which one is right for your business or client?
Predictive data & ABM: How to move from account lists to account contacts
Columnist Scott Vaughan says combining your predictive efforts with an ABM approach can help you identify optimal accounts and drive desired results.
Blinded by data: 5 ways to deal with data overload
Don't get overwhelmed by a glut of data. Columnist Joshua Reynolds outlines key steps to help you avoid data fatigue.
What does intent data mean for the data-driven marketer?
Columnist Sean Zinsmeister takes a deep dive into intent data, explaining how you can use it to increase your predictive power and revenue.
How to run a conversion-focused Facebook Ads campaign
How do you create a successful Facebook ad campaign? Columnist Khalid Saleh offers four conversion tips to help you increase leads and get the most out of Facebook.
New Lytics Personalization promises greater simplicity and sophistication
Platform seeks to help marketers deliver more customized experiences on their websites and beyond.
From leads to data: how changes in the media business affect B2B marketers
Columnist Scott Vaughan takes a look at the transformation of media companies and what it means for B2B marketers and their data solutions.
Keen IO releases “analytics-as-a-service” for apps, sites, and devices
Called Native Analytics, it provides a white-label, customizable solution for real-time analytics and visualization.
Top 10 video creators in May: BuzzFeed Tasty hits 5-month streak at No. 1
No other video creator has yet to take the top spot from BuzzFeed's food-focused channel so far this year.
Five insights your paid search team should be stealing from organic
Google Analytics recently added Search Console reports to help analyze incoming search traffic. Columnist and Googler Matt Lawson explains how you can use this change to improve your paid search performance.
Google Analytics adds hacked spam webmaster notifications alerts
Now you can get some of your Google Search Console alerts directly in Google Analytics.
What your boss actually wants from your local search reports
Do you ever find your eyes glazing over when putting together and presenting your regular local search reports? Columnist Lydia Jorden explains how to develop a revenue-based report that will be sure to impress both your client and your boss.
Google’s Optimize 360 creates exciting opportunities for testing & personalization
Google's Analytics 360 Suite offers a bevy of new solutions for enterprise marketers. Columnist Nick Iyengar walks you through his favorite, Optimize 360, and explains how to get started and what it can do for you.