It can be intimidating to tackle the challenge of big data. While some tech-thinking companies have led the charge toward analytics, metrics and measurement, many companies are still grounded by the weight of having more questions than answers. How much data should I collect? What metrics are important to me? How do I get the […]
Crawl, walk, run and fly: The 4 stages of scaling website analytics Read More »
Gartner predicts that the average US adult will own more than six smart devices by 2020, making cross-device IDs and identity resolution — the ability to consolidate disparate sets of data into an individual profile — a critical need for marketing effectiveness. As the number of touch points in the customer journey expands, Customer Data
What’s a CDP? Does your company need one? Read More »
Wunderman Global CEO Mel Edwards (left) will take on the same role at the new agency, while J. Walter Thompson CEO Tamara Ingram (right), will become Chairman. Photo provided by WPP. Advertising holding company WPP Group said Monday it would merge the venerable creative shop J. Walter Thompson with the data- and direct-marketing-oriented Wunderman to
WPP merges agencies to form ‘data-driven’ Wunderman Thompson Read More »
According to headlines, martech embodies technical sophistication, touting thousands of companies fueled by sumptuous features like artificial intelligence, virtual reality, personalization and more. Yet, a recent study found that what marketers really want is more, high-quality demographic data. I can’t help but think, did the data-driven era miss an exit? The modern marketer can use
Did the data-driven era miss an exit? Read More »
Brands with an offline transaction point often struggle to measure the full customer journey from acquisition source through to revenue. Often times, if revenue can be attributed back to something, it’s to the marketing channel responsible for the lead. This measurement is usually implemented with either a first or last touch attribution model for channel
Unlock multi-touch attribution with CRM campaign tracking Read More »
Buying a car these days often involves extensive online research before visiting a physical dealership. That’s a key reason why attribution has been difficult for auto dealers, says car marketing platform PureCars, which released a sales attribution/business intelligence platform this week that it says is the first one to fully track the path from online research
PureCars launches an attribution platform just for car dealerships Read More »
If someone asked how you track your marketing efforts, how would you respond? Chances are, your answer would sound like a game of martech MadLibs. You’re using Google Analytics, advertising platforms, marketing automation, your CRM and myriad other tools to track, measure and take action on your marketing data. You spend your days building marketing
3 signs it’s time to make the switch to account-based analytics Read More »
Crafting the right digital strategy to hit your ultimate marketing goal is a balancing act. You need to vet platforms, allocate budget and determine appropriate campaign KPIs. This last point is seemingly the easiest element of a campaign to settle upon. However, focusing on the wrong KPI or not understanding how various KPIs interact with
When it comes to campaign design and measurement, many sizes fit all Read More »
There is a lot of content being published on conversion rate optimization (CRO) every day. Most of it is spot-on but some articles make me cringe a little. A lot of the advice being shared gives people false hope on how to conduct CRO and see the millions roll in. It’s not that easy. The
12 pieces of conversion optimization advice you should ignore Read More »
There seems to be a massive shift in the way successful brands allocate dollars and other resources to their online marketing efforts. For example, in 2017, coworkers and I analyzed some advertising activity from P&G showing that hundreds of millions of dollars of its online ad budget had moved to trusted e-commerce channels rather than
The worlds of brand and trade marketing need to unite Read More »
