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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...

Amy Bishop | Oct 22, 2018 at 4:23 pm ET

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...

Amy King | Jan 29, 2018 at 11:23 am ET

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...

Chuck Moran | Dec 21, 2017 at 9:16 am ET

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...

John Steinert | Dec 13, 2017 at 11:37 am ET

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...

Mike Sands | Dec 12, 2017 at 9:49 am ET

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...

Scott Vaughan | Dec 8, 2017 at 10:06 am ET

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...

Stefan Benndorf | Dec 6, 2017 at 10:21 am ET

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...

David Booth | Dec 5, 2017 at 10:12 am ET

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...

Scott Rayden | Nov 24, 2017 at 9:28 am ET

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...

Jose Cebrian | Nov 21, 2017 at 11:00 am ET

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...

Nandini Rathi | Nov 20, 2017 at 10:32 am ET

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...

Alison Lohse | Sep 27, 2017 at 11:40 am ET

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...

Chuck Moran | Aug 31, 2017 at 11:09 am ET

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...

Nandini Rathi | Aug 31, 2017 at 9:55 am ET

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...

Alison Lohse | Aug 30, 2017 at 10:12 am ET

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...

Jordan Elkind | Aug 30, 2017 at 9:36 am ET

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...

Kevin Bobowski | Aug 22, 2017 at 9:20 am ET

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...

Peter Isaacson | Aug 16, 2017 at 10:01 am ET

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...

David Booth | Aug 14, 2017 at 11:09 am ET

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...

Alison Lohse | Aug 2, 2017 at 11:18 am ET
  • Previous Articles »

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