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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Predictive lead scorer 6sense launches SearchSense to reveal which companies are conducting specific B2B searches
It’s not new intent data for 6sense, but it’s now being made available earlier in the process to clients.
Video ad platform Videology now utilizes Nielsen data for combined online/TV targeting
For instance, a retailer can now understand and apply the TV viewing habits of visitors to its website.
A new approach to measuring engagement on content-heavy sites
If no easily-identified conversions occur on your site, measuring engagement can be tricky. Columnist Nick Iyengar explains why a new approach could help you improve the quality of measurements and better understand engagement on your site.
Mobile attribution moves deeper into the material world with Sito Mobile and Go2mobi announcements
Sito adds Cardlytics purchase data to its Real-time Walk-in tech, while Go2mobi partners with Placed for a new layer of in-store tracking.
US digital ad revenues top $59.6 billion in 2015, up 20 percent to hit another high
The IAB's annual report shows growth continuing to come from mobile, which now makes up 35 percent of search and display ad revenues.
Automated CRM Signpost ups its game with built-in AI agent
Called Mia, the new intelligence is designed to apply learning from larger sets of data and is authorized to take more actions.
Google Analytics’ mobile app gets a major upgrade on iOS & Android
New app available now offers customized reports, sharing options, updated look and feel with new navigation and more.
Report: 74% of B2B content marketers have a strategy; only 22% rate it effective
Content Marketing Institute's latest report offers insight around current B2B enterprise content marketing trends.
Microsoft’s user-response Pulse platform now supports on-demand video
Moving beyond live transmissions, the free Pulse can serve as a more versatile tool for video-based marketing or education.
Why agencies and marketers need to think and act like data companies
It's no longer enough to offer compelling creative. Columnist James Green says marketing agencies need to tap into the power of data if they want to satisfy clients and drive results.
How to ensure your campaign uses the best-available targeting data
Columnist Adam Grow discusses the differences between first-, second- and third-party data sources and reveals some strategies for using data to increase campaign performance.
Develop free, lightweight attribution insights for your paid & organic channels
Looking to reallocate or reduce your paid search spend and not sure where to start? Columnist Chris Liversidge shows how you can identify opportunities by comparing your paid and organic search performance data by keyword and device.
Stop scattering chum: Use intent data to catch big fish with your marketing automation platform
Is your marketing automation as smart as it should be? Columnist Thomas Koletas explains how using intent data can help make your automation program more intelligent and efficient.
Using conversion lift reporting: Best practices
If you want to gain insight into the effectiveness of ad exposure across devices, conversion lift reporting is a no-brainer. Contributor and Twitter research head Jeffrey Graham shares some tips to help you get started.
Google Analytics’ new User Explorer report shows individual, anonymized website interactions
New report rolling out to accounts now in beta, found under the Audience tab.
Google Analytics adds more AdWords reporting capabilities
Deep links to AdWords, Sitelinks reporting and more.
Nielsen launches Marketing Cloud with eXelate infrastructure
Four core applications are available through the Cloud at launch, with more coming.
SurveyMonkey adds mobile analytics to its resume
The new SurveyMonkey Intelligence offers free and premium accounts for accessing data from hundreds of thousands of participating mobile users.
Visual analysis of AdWords data: a primer
Columnist David Fothergill shows how data visualization can unlock insights about AdWords performance you may not have gleaned otherwise.
New “Emotit for President” app measures your emotional response to Clinton, Trump et al.
Employing Affectiva’s facial recognition tech, the makers of the ooVoo multi-person video/messaging platform want to turn mobile devices into political thermometers.
3 web UX personalization tools for code haters
If you think website personalization is out of reach because you don't employ a team of developers, contributor Tamar Weinberg suggests three new tools to consider.
Segment adds more data sources besides apps and sites to its hub
The company, which focuses on connecting data to analytics tools, also adds out-of-the-box business intelligence reports from partners.
Dark search, dark social & everything in between
Certain types of web traffic do not pass referral information on to our analytics programs, making it difficult to properly track these visits. Contributor Maggie Malek recaps a session from SMX West detailing how to handle this "dark" web traffic.
Tag management systems and DMPs — a match made in heaven?
Brand marketers these days demand tools that can build a holistic customer profile. Contributor Erik Bratt argues that combining data management platforms (DMPs) with tag management is the key to achieving that goal.
Retooling mail optimization: how real-time actions put direct mail back into fashion
What if you could take the data from your digital marketing efforts and apply it to your direct mail campaigns? Columnist Lewis Gersh explains how real-time, intent-driven data can be used to enhance this tried-and-true marketing channel.
Salesforce VP: In the age of predictive and self-learning tech, marketing is turning into goal-setting
Marketers, Leslie Fine said, will increasingly focus more on their destinations and less on the step-by-step turns to get there.
Are our leading brands also optimization leaders?
Are well-known brand name e-tailers taking advantage of the tools available for optimization? Columnist Brian Massey shares his analysis of 7 top sites.
Ad network AdTheorent can now forecast if you’re likely to visit a physical store after seeing an ad
Partnership with location analytics provider Placed tracks which ad-targeted users actually visit, so its machine learning-created model can predict others.
Salesforce survey: Customer satisfaction is more important to marketers than revenue or customer acquisition
Newest “State of Marketing" report describes what approaches characterize high-performing marketing teams.
Twitter simplifies conversion tracking & audience segmentation with universal tag
The single tag enables tracking for multiple conversion events and setup for as many as 200 tailored audiences.
3 ways to use the “familiarity bias” for maximum B2B engagement
How can you get in front of prospects so you'll be top of mind when they're making their purchase decisions? Columnist Matthew Barby has tips.
OTT television joins the world of user profiles in Tru Optik/Experian partnership
Tru Optik’s tracking of OTT viewing meets Experian’s massive user profiles, providing validation to multi-screen advertisers about who their audiences really are.
Startup Pyze launches free business intelligence and personalization platform for mobile apps
New service employs machine learning to automatically segment users and determine the best time to send notifications.
Lotame’s new Smart TV Audiences adds your TV shows to your device and online profile
Working with one TV manufacturer at launch, the New York City-based DMP now expands your anonymized profile with your predilection for, say, car shows.
What can predictive analytics REALLY do? Three case studies in seeing the future
Can you use data to predict the future? Columnist David Booth shows how predictive analytics can be used to take your marketing initiatives to another level.
Beyond clicks: Keys to online-to-offline tracking and attribution discussed at SMX West
How do you successfully track how your online campaigns are influencing consumers' offline activities? Columnist Mark Traphagen recaps a session at SMX West that explored the answer to this question and more.
The 5 KPIs that define a successful social CMO
How do you know if your social data efforts are making an impact on your business? Columnist Will McInnes outlines some key performance indicators that will help you know if you're making a difference.
Beyond last-click attribution: Other success metrics you should be tracking
Conversions are an important success metric, but they don't tell the whole story. Columnist Kristie Colby discusses the importance of taking the whole customer journey into account.
New benchmarks: Google AdWords cost per acquisition across 20 industries [study]
Are you a PPC Unicorn or a PPC Donkey? Columnist Larry Kim shares data on CPA averages by industry so you can see how you measure up to the competition.
The essential metrics to analyze for keyword research success
When it comes time to choose your target keywords, what data should inform your decision? Columnist Paul Shapiro shares some helpful metrics to look at when evaluating which keywords to pursue.