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:
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...
Machine learning comes to call analytics
New Invoca capability promises language pattern recognition based on the entire call vs. isolated keyword...
Adbrain ups the ante on cross-device identity
By letting its machine learning define its own models, the firm says it is the first to determine such dimensions as which devices are...
Maritz’s first Chief Behavioral Officer is building on ‘nudges’
Although still relatively rare among enterprises, behavioral science has gained a foothold because it helps decode why people make...
Location data company inMarket offers ‘Audiences’ for programmatic marketplace
Rather than becoming a commodity, the company argues media buyers are increasingly looking for premium sources of location data....
Mobile-location data turns out-of-home billboards into ‘digital channel’
Clear Channel-Cuebiq partnership used mobile location data to show 264 percent lift in gym visits from OOH...
How to bridge the gap between brand and direct response marketing
How do you reach common ground between brand and direct response campaigns? Columnist Alison Lohse says we need new metrics and more granular...
The impact of GDPR on marketing technology and cybersecurity
How should you prepare for the European privacy regulation going into effect next year? Contributor Travis Wright explains the GDPR's provisions...
UberMedia buys Cintric to blend first and third party data for ‘always-on’ location
CMO Michael Hayes explains RTB and first party location data are complementary, offering a more complete picture of users' real-world behavior....
Customer data platform Segment adds Looker Source to define audiences from multiple tools
Essentially, says the Segment CEO, the data switchboard is growing “a brain...
Evidon launches ‘first commercial-grade’ GDPR solution
Replacing its previous compliance platform for the EU Cookie Law, the new version offers single-click or drill-down consents for users of sites...
Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now
Before you get caught up in the shiny new thing with all the bells and whistles, contributor John Steinert urges you to consider more accessible...
LinkedIn’s Website Demographics lets brands analyze site visitors using LinkedIn data
LinkedIn’s web analytics tool reports breaks down sites’ audiences into eight categories, including company, job title, location and...
