Channel: Martech: Analytics & Data

Singular can now track ROI across channels, with deterministic attribution

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

From Singular Marketing intelligence platform Singular has added a new capability to its platform that is designed to determine a complete return-on-investment (ROI) by combining cross-channel attribution with cross-channel marketing spend. Since its founding in 2014, the San Francisco-based company has offered attribution and ROI, but in device-specific silos, beginning with its origins in mobile. […]

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Identity management investment can pay off, and here’s how

Analytics & Marketing Column, Channel: Martech: Analytics & Data /

The marketing industry has been awash with articles and papers talking about marketing technology and the importance of linking identity management across an enterprise’s investments. And rightfully so. Brands should be laser focused on these topics because, simply put, they are the fundamental building blocks for establishing a meaningful, direct relationship with customers and, in

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Kochava launches deterministic attribution for mobile web

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

Measurement firm Kochava is out Friday with a method of deterministic attribution for mobile web advertising. Essentially, GM Grant Cohen said in an interview, Kochava can now link its mobile web cookies with its mobile app device IDs, to definitively track a given user’s action in an ad inside a mobile browser that leads to

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Cross-domain analytics tracking: Why you may not need it

Analytics & Marketing Column, Channel: Martech: Analytics & Data /

Over the past couple of months, I’ve seen a sharp increase in requests for setting up cross-domain tracking for a variety of different clients and websites. The process to implement cross-domain tracking can be tricky and if not done correctly can fail or cause inaccurate information to be collected in the client’s analytic tools. To

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Assessing Multi-Touch Attribution’s value: Is it worth the effort?

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

In theory, Multi-Touch Attribution (MTA) sounds like a marketer’s dream come true. Since digital media leaves tracks for each message or interaction, and since machine learning can find patterns in all that data, the idea is that MTA can determine the incremental impact of each ad, keyword phrase, video or downloaded white paper that led

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Salesforce Marketing Cloud launches new analytics tools powered by Datorama

A-From MTT, Channel: Martech: Analytics & Data, Email Marketing, marketing automation, Marketing Tools, Marketing Tools: Analytics, Mobile Marketing, Social media marketing /

Salesforce’s new Datorama Marketing Cloud Social Studio connector. Salesforce announced on Wednesday three new tools for marketers, all powered by Datorama. They mark the first new Datorama solutions since Salesforce acquired the marketing intelligence and analytics platform in July 2018. Datorama is now part of Salesforce Marketing Cloud. The Datorama Marketing Cloud connectors. Marketers will

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BI provider Qlik buys Crunch Data and its bot

A-From MTT, Channel: Martech: Analytics & Data, Chat & Text Messaging Apps, Marketing Tools, Marketing Tools: Analytics, Martech: Chatbots /

On Wednesday, business intelligence provider Qlik made conversation a permanent way for marketers to access its data by announcing the acquisition of analytics firm Crunch Data and its CrunchBot. Over the last four years, SVP of Strategy Management Drew Clarke told me, Crunch Data has partnered with the Philadelphia-based Qlik, embedding its bot into the

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U.S. marketers respond to Google’s $57 million GDPR fine

A-From MTT, Channel: Martech: Analytics & Data, gdpr, GDPR - General Data Protection Regulation, Google /

Last week, Google became the first major use case for Europe’s General Data Protection Regulation (GDPR), racking up a $56.8 million fine for not prominently displaying required information and obtaining adequate consent for ad targeting. The fine is substantial, but won’t make a dent to the multi-billion dollar company. CNIL, France’s regulatory authority, justified the size

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What is identity resolution? – Marketing Land

A-From MTT, Channel: Analytics & Conversion, Channel: Martech: Analytics & Data, marketing automation, Marketing Tools, Retargeting & Remarketing /

Identity resolution tools take simple analytics a step further by tying online behavior to a consumer’s unique identity, giving marketers the information they need to zero in on their target consumers with highly personalized, tailored offers that, in turn, lead to higher ROI. Identity resolution has become increasingly important for marketers as people move across

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Consumers receptive to mobile ads while watching TV, before bed

Channel: Martech: Analytics & Data /

Consumers are more receptive to mobile ads in front of the TV and in the moments before they fall asleep in bed, according to a survey from mobile ad platform Aki Technologies. The company contracted audience marketplace Lucid to conduct an online survey of 1,000 U.S. adults. More than half of respondents (59 percent) said

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