How To Guides: Marketing Analytics
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...
10 ways to “science the s**t” out of marketing
You've got tons of data, but what value are you really getting from it? Columnist David Booth explains the multitude of ways data science can...
So you have the data. Now what?
It's not just about having loads of data; you need to be able to use it. Columnist Jose Cebrian explains why you need to build a solid...
Beyond heuristics: Algorithmic multi-channel attribution
Looking to improve your attribution modeling for better insights into your analytics? Columnist David Fothergill shares his method, which uses a...
The martech lowdown: 2016 trends in review and a look at our bright future
What's in store for martech? Columnist James Green takes a look at the trends in 2016 and which advancements will shape the industry next...
How to drive real, measurable value with purchase intent analysis
Columnist David Booth explains why using purchase intent will help you understand what’s really important and where to prioritize your...
Predictive data & ABM: How to move from account lists to account contacts
Columnist Scott Vaughan says combining your predictive efforts with an ABM approach can help you identify optimal accounts and drive desired...
From leads to data: how changes in the media business affect B2B marketers
Columnist Scott Vaughan takes a look at the transformation of media companies and what it means for B2B marketers and their data...
Is it time to “cut the cord” on traditional web analytics? 4 questions to ask
Should your organization go in-house with your web analytics? Columnist Josh Manion discusses four questions companies should ask before moving...
What “human-in-the-loop computing” means for marketers
Don't let artificial intelligence replace human judgment in your marketing analytics. Columnist Joshua Reynolds discusses why you need a...
