How To Guides: Marketing Analytics
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Implementing full-scale cross-channel attribution for enterprise companies
Attribution: it's worth the trouble. Here are your options and everything you should consider when making this big...
How location data accuracy leads to stronger personalization
Inaccurate location data can be a headache for marketers. Contributor Amy King explains how you can ensure precise data, resulting in more...
Game over: The death of the sales funnel and leveling up attribution
As the customer journey becomes increasingly complex, contributor Chuck Moran discusses the new rules of the game and why the way we view...
GDPR won’t kill you. It’ll make you stronger
The General Data Protection Regulation is edging ever closer. Columnist John Steinert explains how marketers can use the impending change as a...
2017: The year identity changed everything
Columnist Mike Sands takes a look back at this year's notable events in digital advertising and examines the underlying theme of identity that's...
How to increase database integrity to crush your 2018 targets
As you start planning your budgets and targets for the coming year, data will be front and center. Columnist Scott Vaughan shares four...
Here’s what marketers really want for Christmas: 3 tips for building a better approach to data
Getting the most out of your data is on every marketer's wish list this year. Contributor Stefan Benndorf discusses ways to get your analytics...
GDPR: A 10-step action plan
As the GDPR deadline edges ever closer, columnist David Booth recommends 10 action steps to ensure your organization is in...
CMO audit series, Part 6: Analytics
In Part 6 of a series, columnist Scott Rayden walks you through the top areas you should focus on in marketing analytics and how to implement...
Data fidelity matters, online and offline
If you want to be a better marketer, you need to start with clean data. Columnist Jose Cebrian discusses why clean data is essential for helping...
5 best practices for transforming the customer journey through analytics
Successful CMOs are embracing analytics to gain a competitive advantage. Columnist Nandini Rathi discusses how you can set up a sophisticated...
Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade
The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for “good enough” to...
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...