Channel: Martech: Analytics & Data

5 best practices for transforming the customer journey through analytics

A-From MTT, Analytics & Marketing Column, Channel: Martech: Analytics & Data, SEO BLOG /

In this data-driven age, marketers can no longer afford to be analytics-agnostic. Without analytical sensibility, data-driven insights are hard to come by. The most successful marketers are agile in their approach and use analytics to drive core business KPIs. Even the marketers with non-analytical background are building their analytical acumen to be more effective. The […]

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Most of what happens on your web site is not controlled by you

A-From MTT, Channel: Martech: Analytics & Data, gdpr, GDPR - General Data Protection Regulation, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

“Most companies are still afraid of everyone’s web site but their own.” In other words, Media Trust CEO Chris Olson told me recently, most brands are focused on competitors’ threats, when they should first be looking at the threats in their own sites and apps. The upcoming General Data Protection Regulation (GDPR), he added, will

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Infutor launches a propensity marketplace of consumers interested in buying cars

A-From MTT, Channel: Martech: Analytics & Data, Machine Learning & Artificial Intelligence, Marketing Tools, Marketing Tools: Analytics, Martech: Predictive Marketing, SEO BLOG /

Founded in 2003, Infutor has built a massive repository of several hundred million identified profiles for US consumers. These consumer identities contain names, addresses, phone numbers and email addresses of those individuals, along with attributes added from mostly public sources — such as car and home ownership or if a person has recently moved. The

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Amex and Acxiom create a prediction engine based on purchase data

A-From MTT, Channel: Martech: Analytics & Data, Machine Learning & Artificial Intelligence, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

American Express (Amex) tracks about a trillion dollars in annual spending. This week, it is announcing a new effort with data service Acxiom — called Predictive Intent Segments — to use that spending data to predict which individuals are likely to buy certain products. Let’s say you’re a bike manufacturer that wants “to find households

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The disruption of attribution is coming

A-From MTT, Channel: Martech: Analytics & Data, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

Attribution, hold onto your metaphorical hat. For years, the art of determining which marketing effort led to a sale has been performed inside a black box that may have contained as much magic as science. Marketers have had the unenviable task of finding out, for instance, what impacted all those people to buy those blue

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New Gartner report spotlights analytics tools that map customer data across channels

A-From MTT, Channel: Martech: Analytics & Data, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

As customer journeys, customer experience and customer data become the key drivers of modern marketing, analytics tools have become the compasses. To help marketers learn about their options, Gartner is out with a new “Magic Quadrant for Digital Marketing Analytics” for what it describes as the “booming business” of analytics. It notes, for instance, that

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Barometric launches a free tool to spot fraudulent web traffic

A-From MTT, Channel: Martech: Analytics & Data, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

Attribution and ad-tracking platform Barometric has released a free tool so that web publishers can identify fraudulent traffic. This is the first entry into traffic fraud monitoring for Barometric, a separately managed division of mobile ad network AdTheorent. The new tool, called Clean Score, was launched as a separate tool after invalid traffic filters were

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With an eye toward GDPR, The Media Trust sets up ‘first vendor network’ to fix the Net

A-From MTT, Channel: Martech: Analytics & Data, Marketing Tools, Marketing Tools: Analytics, SEO BLOG /

When it starts in May, the General Data Protection Regulation (GDPR) requires consent for use of personal data from visitors to websites and apps. For this function, Janrain, Evidon and others are coming out with user-facing solutions. But brands also need to be concerned about what happens behind the scenes, in their site/app code —

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The 5-step approach to becoming an analytical marketer

A-From MTT, Channel: Martech: Analytics & Data, Martech Column, SEO BLOG /

In this age of data-driven marketing, marketers are empowered by analytics as much as they are by creativity. Buyer personas — no longer built in the “set it and forget” way — are constantly evolving to better understand consumer behaviors. Marketers with analytical acumen will be the winners in the personalization game in this new landscape.

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Why real-time attribution is (mostly) irrelevant, and what to do instead

A-From MTT, Channel: Martech: Analytics & Data, Martech Column, SEO BLOG /

The martech and ad tech industries love to talk about real-time. The context doesn’t matter — regardless of the circumstances, real-time must be better than delayed. Right? The allure of real-time makes sense. We operate in real time these days, at work and at home, answering calls and emails as they come in, fighting fires

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