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How To Guides: Marketing Analytics

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...

Nick Iyengar | Jul 17, 2017 at 12:34 pm ET

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...

Sweta Patel | Jul 17, 2017 at 10:15 am ET

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...

Alison Lohse | Jul 5, 2017 at 9:27 am ET

 

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...

Joshua Reynolds | Jun 27, 2017 at 10:23 am ET

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...

Alison Lohse | Jun 8, 2017 at 8:57 am ET

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...

Nick Iyengar | May 22, 2017 at 10:12 am ET

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...

Brian Massey | May 18, 2017 at 10:21 am ET

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...

Mike Sands | Apr 4, 2017 at 1:53 pm ET

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...

Jose Cebrian | Feb 14, 2017 at 11:44 am ET

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...

Mary Wallace | Feb 2, 2017 at 9:10 am ET

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...

Alison Lohse | Dec 21, 2016 at 10:32 am ET

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...

Mike Sands | Nov 15, 2016 at 10:37 am ET

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...

David Booth | Nov 7, 2016 at 11:08 am ET

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...

Jose Cebrian | Oct 31, 2016 at 9:42 am ET

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...

David Fothergill | Oct 25, 2016 at 10:48 am ET

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...

James Green | Oct 3, 2016 at 11:12 am ET

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...

David Booth | Jul 18, 2016 at 10:15 am ET

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...

Scott Vaughan | Jun 28, 2016 at 12:26 pm ET

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...

Scott Vaughan | Jun 24, 2016 at 9:30 am ET

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...

Josh Manion | Mar 16, 2016 at 12:16 pm ET
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