Martech: Analytics & Data
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Want to gain deeper insight into customer and performance analytics? Looking for in-depth discussions about data management platforms and analytics tools? MarTech Today’s latest stories on all analytics and data related topics are below.
Additional analytics resources and guides:
3 ways to optimize marketing campaign ROI with call tracking
Call tracking is ultimately about measuring ROI on business advertising. The ability to gather actionable insights by tying calls to data...
Amperity emerges from stealth with a muscular CDP
Seattle-based company touts its customer data platform’s ability to ingest all kinds of data, a finer granularity for segmentation and the...
With an eye toward GDPR, The Media Trust sets up ‘first vendor network’ to fix the Net
The Digital Vendor Risk Management service certifies vendors who have agreed to fix their code on sites and apps to comply with GDPR and other...
iSpot.tv launches attention-getting analytics for TV ads
Its three new modules track viewers’ attention by measuring when they change the channel or otherwise show lack of...
Report: Only 1% of exchange location data useful for offline attribution
Study also found that average accuracy of exchange-derived locations is "over 4 New York City blocks."...
DemandJump releases Traffic Cloud platform to track origins of your — and your competitors’ — site traffic
The tool, now out of beta, shows traffic sources going back three levels and makes recommendations on where to spend to increase...
The 5-step approach to becoming an analytical marketer
Contributor Nandini Rathi examines how smart marketers are turning to analytics to bridge the gap between knowledge and...
Why real-time attribution is (mostly) irrelevant, and what to do instead
To get the most out of your marketing attribution, contributor Alison Lohse believes right-time insights are far more important than real-time...
Lookalike modeling breathing new life into old channels
Columnist Jordan Elkind explains how a mainstay of the ad tech industry is opening up new possibilities for online and offline...
Real Story Group: Good time to get your informational house in order
AI-based tools are changing quickly, says Tony Byrne, so the best strategy is to have your data and content in good...
The one martech metric that really matters: Customer lifetime value
In a noisy, hyper-competitive market, how do you stay ahead of your rivals? Contributor Kevin Bobowski explains why customer lifetime value and...
ShareIQ can now generate ad-targeting segments of users who have interacted with brand images
The company says this is the first image-based segmenting, and that it can also create groups of users who have looked at competitors'...
Millions of dollars at risk if companies don’t take consumer data protection seriously
The FTC and Europe's GDPR will punish companies that fail to protect consumer data and maintain compliance....
3 ways intent data is getting better for B2B marketers
Columnist Peter Isaacson explains how AI technologies and intent-level data are helping B2B marketers better understand their prospects and...
5 ways to ramp up your digital media measurement
From setting well-defined goals to digital attribution, columnist David Booth shares ways to improve your digital media measurement and get the...
Report: ‘Asset tracking’ now a primary use case for indoor location and beacons
Unacast's Q2 proximity directory looks beyond marketing at how location technologies are bringing greater efficiency to a wide range of...
Openprise moves into third-party data with launch of Data Marketplace
This new endeavor allows its clients to ‘change a data provider in or out as easily as changing a pair of...
Twitter uses Foursquare, Nielsen to show impact of ads on offline store visits, sales
The study found a 23 percent boost in store visitation and a nearly 7 percent revenue lift....
Demandbase boosts its B2B early warning system
Called Real Time Intent, it monitors in real time what B2B users are researching so that vendors have intent-to-buy signals early in the...
3 ways to tap into AI to get more results
In this age of big data, marketers can’t afford to be analytics-agnostic. To be an AI-driven organization, the marketing team needs to rethink...
