Good morning, let’s look back on marketing data and analytics.

As we head into a new year, we are taking stock of the changes and trends of 2019 that will help shape marketing in 2020. Today, we focus on analytics and data with a selection of influential stories and a Pro Tip from the community.


Jennifer Cannon
Senior Editor

1. Think CCPA doesn’t apply to you? You should probably think again by Greg Sterling
Some can technically avoid the law, but probably shouldn’t say these experts.

2. Personalizing UX: Why Zillow Group moved beyond AB testing by Ginny Marvin
Zillow Group is embracing bandits testing to scale and improve its personalization outcomes.

3. Get lead scoring data in Google Analytics with Google Tag Manager by Ginny Marvin
Ruth Burr Reedy, VP of strategy at UpBuild, on the benefits of setting up lead scoring in Google Analytics and the steps to get there.

4. Better data vs. big data: The importance of taking a lean data approach by Jeremy Korst
Brands should take a minimum viable data approach to collecting data, and then be clear about their intention with customers.

5. Assessing multi-touch attribution’s value: Is it worth the effort? by Barry Levine
While MTA helps marketers assess the impact of individual steps in increasingly complicated customer journeys, some marketers are brewing their own solutions to avoid MTA’s complexity.

6. Google’s Chrome will change cross-site cookie handling, ‘aggressively’ tackle fingerprinting by Ginny Marvin
Though the cookie is exceeding its shelf-life, the change stands to further shake up marketers’ remarketing, analytics and attribution efforts.

7. How to know when it’s time to pay for search analytics tools by Amy Gesenhues
SEO and search marketing experts offer feedback on when to pay for search analytics tools, factors to consider and making the most out of what you buy.

Pro Tip Throwback

Big data’s new world order

There’s a new class of data owners with unique needs, and no single tool can address them. “Consumer brands are not the only companies that curate, store, leverage and sell data. Publishers, platforms and agency holding companies bring unique data challenges that CDPs, DMPs and DSPs weren’t built to solve,” explains David Dowhan of TruSignal. “This new class curates data both online and offline. It also requires the ability to leverage and sell data that covers existing customers, active prospects and potential prospects yet unknown,” said Dowhan, “I believe that in the maturing era of big data, there’s evidence of a new world order.”

Read more »


2020 Outlook for AI in B2B Marketing

Sponsored by Metadata

Discover the top trends in AI use cases for marketing. Join us on Thursday, January 9th, for this live webinar. You’ll hear about the practical applications of AI in marketing functions, as well as the real results companies are getting by using AI in their marketing programs.

RSVP today »

Resource Spotlight

Periodic Table of Email Optimization and Deliverability

Email is one of the most effective, but increasingly complex ways you can communicate with customers and prospects, given all of the possible ways the recipients might experience your messages – through different mail clients, different ISPs, mobile and desktop, etc. – and all of the possible obstacles between you and your intended recipients. We created the Periodic Table of Email Optimization and Deliverability to provide a holistic understanding of email marketing and elements marketers need to consider and manage for successful campaigns.

Download your copy today »


Dive deep with a MarTech workshop!

Jumpstart your time at The MarTech Conference by attending one of five outstanding, expert-led workshops on April 15 from 1:00pm – 5:00pm. These immersive training opportunities are the perfect way to drill down into a specific marketing topic and set the tone for an amazing week of learning. You’ll walk away with actionable tactics you can implement immediately to drive results. Topics include The Right Way To Buy Marketing Technology, Using CDP To Make The Most Of Your Customer Data, Agile Marketing Advantage, Creating Connected Experiences, and A Marketer’s Guide To Attribution Analysis. Which will you choose?

Register now! »