How To Guides: Marketing Analytics
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Capturing dark social activity can help brands avoid data commodification
Don't ignore the data on activity that happens outside of regular social channels. Contributor Chuck Moran explains how using dark social will...
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...
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...
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...
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...
Identifying top analytics talent in a competitive environment
Are you searching for the right candidate to fill a marketing analytics role? Columnist Nick Iyengar says you shouldn't focus on what they know...
Lead scoring: A bridge from marketing to actual sales
How can marketing better align with sales? Contributor Sweta Patel walks you through the ins and outs of building a lead scoring plan and the...
Why mapping the customer journey is critical to your measurement program
Columnist Alison Lohse explains why insights into the customer journey are key to helping your measurement program reach its full...
An intervention on marketing’s dysfunctional relationship with data
If it feels like you have a dysfunctional relationship with data, you're not alone. Columnist Joshua Reynolds discusses the data challenges...
What’s in a name? MMM, multi-touch attribution and cross-channel attribution compared
Attribution invokes a ton of buzzwords, and navigating them can be tricky. Columnist Alison Lohse walks you through the differences between...
Getting ahead of the game with predictive analytics
Think predictive analytics is out of reach for your organization? Think again. Columnist Nick Iyengar outlines what you’ll need to get started...
The effect of Moore’s Law on behavioral marketing
Even marketing isn't immune to Moore's Law. Columnist Brian Massey explains how Moore's Law has changed behavioral science, making it cheaper...
6 reasons why building your own customer data asset is a recipe for marketing success
Don't let an overabundance of tech solutions and partners spoil the broth. Columnist Mike Sands cooks up six questions to ask yourself to ensure...
Marketers, think outside the list
Columnist Jose Cebrian believes it's time to think of customer data as an “audience” instead of a “list,” but it will require meaningful...
Solving a marketer’s top 3 segmentation dilemmas
Columnist Mary Wallace discusses the three primary reasons market segmentation strategies fail and explains what you can do to solve the...
6 questions to help you evaluate an attribution modeling vendor
How do you choose the right attribution modeling vendor? Columnist Alison Lohse offers six questions to help you attain transparency and...
ID graphs: The path to identity resolution
If you're not familiar with what an identity graph is, it's time to bone up on the term and add it to your arsenal. Columnist Mike Sands walks...
