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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Data-Led Inbound Marketing, Part 2
Columnist Chris Liversidge shows how a streamlined, data-led process can be used to set clear priorities and objectives that drive both social and SEO performance over time.
Top 10 YouTube Ads In January: “Clash Of Clans” Takes The Lead 2nd Month In A Row
YouTube's first ad leaderboard of 2016 is dominated by video games and politicians.
Digital Customer Service Is Becoming A Fully Realized Marketing Channel
Predictive analytics, self-service knowledge bases and personalization are turning the reactive interaction into a marketing opportunity.
Correlation Or Coincidence: The Race For Causation In 2016
Correlations aren’t useful unless they’re thoroughly validated to remove noise. Columnist Joshua Reynolds explores how discerning marketers perform that validation.
YouTube’s Top 10 Super Bowl 50 Ads: Hyundai Proved It Was The Brand To Beat
Google says 60% of the ads were watched on mobile devices -- the first time mobile won more Super Bowl ad views than desktop.
Google Search Partner Network: Friend Or Foe?
To include search partners or not to include search partners? That is the question for many AdWords advertisers. To help answer this question, columnist Andy Taylor shares data on search partner ad performance.
Visualizing Your Marketing And Sales Process
Columnist Brian Massey explains why using a metaphor to help you visualize all the pieces of your "marketing machine" can help you zero in on each part and make powerful decisions.
Thanksgiving Overtook Cyber Monday As Biggest Day For Visits To Retail Sites
Amazon drew in more than one-third of all visits to leading retail sites in December, according to Hitwise.
Cutting Through The Hype: 5 Points To Drive Value From A Data Management Platform (DMP)
Are you getting all you can out of your data management platform? Columnist David Booth discusses what you should focus on to ensure successful results.
Is A “High” Bounce Rate Always Bad? Plus: How To Improve Bounce Rates
Concerned about your bounce rate? Columnist George Aspland explains when a high bounce rate is OK and outlines steps to help turn it around when it's not.
Google’s AMP Project Gets Google Analytics Support
Announced in October, Google's soon to be be released AMP project aims to create a better mobile experience with faster page load times.
Versium Launches Self-Service Predictive Lead Scoring With Automated Modeling
Redmond, Washington-based company says this service, utilizing its own billion-attributes consumer data layer, is the first of its kind.
How Social Media Data Can Guide You Through The Advertising Odyssey
Are you tapping into the treasure trove of social media data? Columnist John Donnelly III explains why social media insights can help you learn more about your audience and improve your overall campaign.
Attribution: What’s Next In 2016?
Where is attribution headed in 2016? Columnist Eric Dezendorf describes upcoming innovations that could take your marketing to the next level.
A Fresh Start: 2016’s Marketing Outlook
What's ahead for marketers in 2016? Columnist James Green takes a look at the technologies and trends that will help shape your marketing strategy this year.
Why The Wrong Web Traffic Is Ruining Your Landing Page Test
Why aren't your landing page tests producing meaningful results? Columnist Jacob Baadsgaard explains why you need to take a close look at your traffic.
Are Your Customers Risk-Takers? When And How To Use Risk Tactics To Improve Conversions
Do you know how risk is affecting your customers? Columnist Jeremy Smith reveals some ways to determine your users' risk appetite and techniques for dealing with it.
Study: Sophisticated Bots Outwitting Marketers, Will Cost $7.2 Billion In 2016
Ad fraud is a major problem in digital advertising that results in billions of dollars in annual losses to marketers. While marketers are winning the battle against “basic bots,” they’re losing against more sophisticated bots, according to a new study and report from White Ops and the Association of National Advertisers (ANA). The study collected […]
Do You Know What People Expect From Online Content?
Consumers in the US and UK weighed in on their content consumption preferences in a recent survey, contributor Erika Trautman shares. Can you predict what they said they want from marketers?
Forrester Report: Companies Using Predictive Analytics Make More Money
Although the report is sponsored by predictive analytics firm EverString, the research firm says it is based on an independently obtained survey.
Trump, Women And ISIS: What Marketers Can Learn From The Social Language Of The 2016 Election
Columnist Chris Kerns dives into the data on the language the presidential candidates are using in the 2016 campaigns and comes away with some insights for marketers.
2016: The Year Social Intelligence Makes Its Way To The Boardroom
Are you socially savvy? Contributor Will McInnes says this year we'll see social intelligence driving more boardroom discussions, as marketers discover the power of analyzing social data.
Marketers, Welcome To The World Of Emotional Analytics
Major media agency MediaCom announced today that Realeyes’ emotional tracking with facial detection and analytics is now an integrated part of its content testing and media planning.
US Display Spend Will Overtake Search In 2016 [eMarketer]
Spurred by growth in video and native ad formats, advertisers will spend more on display advertising than search this year.
IoT Data Helps A CRM Live Up To Its Name
Columnist Loretta Jones believes that with the Internet of Things and a proliferation of data, marketers have an opportunity to better understand and meet the needs of their customers.
Making The Most Of Google Analytics Audiences Within Your Search Campaigns
Search marketers, have you been using Google Analytics in conjunction with Remarketing Lists for Search Ads? If not, columnist Laura Collins is here to explain the benefits.
Here’s Why Oracle’s Acquisition of Content Sharing/Visitor Tracker AddThis Adds Up
Announced earlier this week, the new purchase builds on Oracle’s already formidable stack of marketing data.
A Look Back At Conversion And Analytics In 2015
Now that we've popped the champagne corks and said goodbye to 2015, columnist Brian Massey takes a look at which Conversion and Analytics columns resonated the most with readers and what we can learn for 2016.
Multi-Channel E-Commerce Platform Webgility Adds Full-Funnel Intelligence Tool
Called Highlight, the new product points the nine-year-old San Francisco company beyond small business operations and analytics and toward strategies for growth.
The Definitive Guide To Digital Brand Lift
Columnist Peter Minnium explains why with the right metrics, marketers can prove the effectiveness of digital as a brand-building medium.
The Contrarian Guide To Online Marketing
A so-called "best practice" might not be right for your business. Columnist Jordan Kasteler rebuts some of the most commonly used phrases in marketing.
5 Predictions For 2016 After Reaching “Peak Martech”
What's ahead for marketing technology in the new year? Columnist Erik Bratt takes a look at some trends marketers should expect to see.
Why Tag Management Is The Way Forward In 2016
Still on the fence about TMS? Columnist Nick Iyengar explains why you need to think seriously about adopting a tag management system in the new year.
How Marketing Can Use Big Data To Win Back Users
How do you win back lost customers? Columnist Josh Todd reveals some key strategies for using your data to engage with users and invest in the right customer.
On-Page Elements Rule: Top Design, User Experience & Conversions Columns Of 2015
The fundamentals of user experience, landing page optimization and buyer psychology will always be in style, though the details of how to achieve your goals may differ from year to year.
The Pressure’s On: Data’s Impact On Brand Partnerships In 2016
What will the evolution of data and marketing intelligence mean for brand partners in 2016? Columnist James Green offers some insights on what you can expect.
Digging Into Data: Our Top Analytics & Marketing Columns For 2015
Want to learn more about how analytics can strengthen your marketing strategy? Take a look at the analytics and marketing columns our readers were most interested in this year.
Gimbal And NanoLumens Bring “Minority Report” Potential To Digital Out-Of-Home
A recently announced partnership between beacon-maker Gimbal and digital signage provider NanoLumens brings “Minority Report”-style personalized advertising closer to reality. In the 2002 film, the character portrayed by Tom Cruise walks through a shopping mall where all of the digital signage is personalized, mentioning him by name. Minority Report is a dystopian vision of the […]
Marketing Tech Evolves Beyond Automation — And Toward Intuition
Increasingly smart platforms are providing tools that make marketing as much about anticipating demand as generating it.
Getting Attribution-Ready For The New Year
Start your marketing program off on the right foot in 2016. Columnist Eric Dezendorf has some key tips on how to get attribution-ready for the coming year.