Channel: Martech: Analytics & Data

The one martech metric that really matters: Customer lifetime value

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

What is your company’s competitive advantage? It’s a simple question but a difficult one to answer. And it’s getting more difficult to answer by the day. Building a competitive advantage in today’s hypercompetitive world is elusive. Traditional sources of a competitive advantage are no longer sustainable or relevant. Lower prices are easily replicated in real […]

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Taykey unveils free version of its real-time audience data tool for interest targeting

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

This week, audience data platform Taykey is launching a free version of its Intelligence tool. Previously, the tool had been available as a monthly subscription. The free version offers real-time data about consumer activities on websites and social networks, although users must choose from Taykey’s predefined commonly used audiences — such as “tech enthusiasts” or

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Adbrain ups the ante on cross-device identity

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

Since many people use more than one device to communicate with brands, one of the most important data sets for marketers has been the cross-device ID graph. It determines that this phone, this computer and this tablet are used by the same person, so marketing to that person can be coordinated between the devices. Adbrain

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The impact of GDPR on marketing technology and cybersecurity

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

Failure to be a good steward of consumer data by letting it fall into the wrong hands will soon result in severe penalties in the European Union. In the event of a data breach, companies will have to pay the equivalent of 20 million euros or 4 percent of annual revenues, whichever is larger. Ouch!

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Customer data platform Segment adds Looker Source to define audiences from multiple tools

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

A visualization of a nervous system. Segment, the San Francisco-based customer data platform, is out with a new collaboration that positions it as a kind of virtual marketing automation platform. Originally, Segment’s purpose in life was to act as a kind of data switchboard. Businesses can pipe data in and out of their various marketing

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Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now

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

Predictive Marketing analytics (PMA)… is enjoying piles of VC money and lauding sophisticated new technologies. The Forrester Wave: Predictive Marketing Analytics for B2B Marketers, Q2 2017 Predictive analytics isn’t especially new; it’s been around for more than 75 years. Scientist Norbert Wiener used it during World War II to create an anti-aircraft gun that could

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LiveRamp launches IdentityLink for Publishers

A-From MTT, Channel: Martech: Analytics & Data, Display Advertising, Marketing Tools, Marketing Tools: Analytics, Programmatic Advertising & Media Buying, SEO BLOG /

LiveRamp’s IdentityLink visualization Acxiom’s LiveRamp began as a way to match offline data with online. Last year, it moved into people-based marketing with the launch of IdentityLink, which provides anonymized identities of actual people in their different guises of multiple devices and channels. This week, the San Francisco-based company is launching a version of IdentityLink

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An intervention on marketing’s dysfunctional relationship with data

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

As the relationship between human marketers and marketing data evolves from casual dating into something a little more serious, many are beginning to feel the growing pains. Sometimes the data tells us thing we don’t want to hear, or worse yet, can’t understand. Sometimes we ask the data to answer questions it can’t. And sometimes

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A deep dive into online-to-in-store attribution

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

Connecting advertising to outcomes has increasingly become a key initiative for companies of all sizes. Over 50 percent of companies with 100+ employees and more than one digital channel are using multichannel attribution models, up from 22.9 percent in 2014, according to eMarketer. Keep in mind that this figure only includes multichannel attribution for digital initiatives.

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