Channel: Analytics & Conversion

Beyond call tracking: Measuring sentiment for marketing success

A-Post to MarTech Today, Channel: Analytics & Conversion, Machine Learning & Artificial Intelligence, marketing automation /

Call analytics can be a touchy subject among some marketing teams, particularly those that have strained relationships with the sales team of their organizations. The tension between the two departments often leaves a gap between our teams that, when bridged, create valuable insights into cross-channel campaign effectiveness and sales results. Thanks to the rise of […]

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Safari’s ITP lead on Chrome’s tracking prevention: It ‘has a long way to go’

A-Post to MarTech Today, Apple, Apple: Safari, Channel: Analytics & Conversion, Google, Google: Chrome /

John Wilander, Apple Webkit engineer and architect of Safari’s Intelligent Tracking Prevention (ITP) solution, said Wednesday that Chrome’s new approach to privacy and cookie handling will do little to stop trackers. Google announced Tuesday that it is changing the way its Chrome browser handles third-party cookies and will more aggressively aim to limit fingerprinting. It will

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Google’s Chrome will change cross-site cookie handling, ‘aggressively’ tackle fingerprinting

A-Post to MarTech Today, Analytics, Channel: Analytics & Conversion, Google, Google: Business Issues, Google: Chrome, Google: Privacy, Retargeting & Remarketing /

As expected, Google announced coming changes to the way its Chrome browser handles cookies and addresses fingerprinting on Tuesday at its annual I/O developer conference. New tools in Chrome will allow users to block or clear third-party cookies more easily, Google said. The company also announced a browser extension that will show more information about

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Why you want ‘clumpy’ binge-buying customers

Analytics, Analytics & Marketing Column, Channel: Analytics & Conversion /

We’ve all heard of the term the “hot hand” in the context of sports. Basketball players go from missing every shot, to scoring in streaks. Sometimes players are in such a “zone” that he or she seemingly can’t miss a shot. Baseball players also tend to hit home runs in bunches. Throughout my career and

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Buying audience data: A lesson from 4 Subway marketing slogans

Analytics, Analytics & Marketing Column, Channel: Analytics & Conversion /

Today, every brand and agency knows that advertising is a data-driven endeavor. But the ubiquity of data hasn’t made it any easier to understand the notoriously murky data business, much less identify which data sets or audiences are going to work best for a particular campaign. Brands and agencies consistently ask versions of the same

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There are 6 challenges every data-driven marketer faces. Here’s how to manage them.

Analytics & Marketing Column, Channel: Analytics & Conversion, Martech West 2019 /

“This year will be all about AI.” “And don’t forget podcasts!” “And blockchain, live video and social commerce.” Every marketer has been a part of this meeting of roundtable buzzword BINGO. Everyone around the table suggests investing in a different arena of the market’s most buzzworthy tech. All you have to do now is buy

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Spotify adds Oracle Data Cloud integration geared to auto advertisers

A-Post to MarTech Today, Channel: Analytics & Conversion, Marketing Tools, voice search /

Spotify has announced a new integration with Oracle Data Cloud, aimed at helping auto brands connect with listeners through its proprietary audience data. Advertisers on the platform can build “audiences of potential car buyers across every vehicle segment and stage of the car buying cycle” using audience segments such as Polk Audiences and streaming intelligent

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Here’s how to get the most out of your marketing analytics investment

Analytics, Analytics & Marketing Column, Channel: Analytics & Conversion /

Gartner recently published their Predicts 2019 research report, outlining several converging trends that pose a threat to CMOs and marketing organizations. The report also makes several bold predictions including that “by 2023, 60 percent of CMOs will slash the size of their marketing analytics departments by 50 percent because of a failure to realize promised

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AdStage launches Google Sheets add-on for cross-channel campaign data

A-From MTT, Analytics, Channel: Analytics & Conversion /

Now AdStage, a cross-channel campaign analytics and optimization platform, is getting in the add-on game with a new data connector for Google Sheets. What is it? AdStage for Google Sheets, which launched Thursday, is an add-on that lets users import their paid search campaigns, social campaigns and analytics data from AdStage into Google Sheets with one

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Supermetrics for BigQuery launches on Google Cloud Platform Marketplace

A-From MTT, Analytics, Channel: Analytics & Conversion /

Supermetrics for BigQuery enables marketers to bring together cross-channel marketing metrics in one platform. Supermetrics has launched a connector for BigQuery, promising a “plug-and-play” solution for marketers to compile cross-channel campaign and analytics data with just a few clicks. What it does. Supermetrics for BigQuery is designed to bring data from multiple marketing platforms into

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