Data
MarTech is your source for information on marketing data. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Datorama adds Genius AI to its marketing data platform
The New York City-based company now provides out-of-the-box smartness that suggests best solutions for improving performance.
Ecommerce CPMs, Facebook Dynamic Ad usage set to rise this Memorial Day
As temperatures start to rise and people break out their BBQ grills, columnist Andrew Waber takes a look at the Memorial Day period and its impact on ecommerce ad prices on Facebook.
Getting ahead of the game with predictive analytics
Think predictive analytics is out of reach for your organization? Think again. Columnist Nick Iyengar outlines what you’ll need to get started and describes two real-world scenarios to show you how it can be used.
Live blog: Google Marketing Next opening keynote
Google's annual event for advertisers is expected to have a variety of product announcements.
Lotame partners with Survata to validate third-party data with users’ survey answers
The pilot project targets Survata’s online surveys to cookied users in Lotame DMP segments, grading the quality of data providers with actual responses.
YouTube location extensions, in-store sales measurement now available
Google beefing up offline analytics with more in-store visitation and sales data.
Google launches free Google Attribution, hopes to kick last-click attribution to the curb
Multichannel attribution data feeds back into Google AdWords and DoubleClick Search to inform bidding optimizations.
The effect of Moore’s Law on behavioral marketing
Even marketing isn't immune to Moore's Law. Columnist Brian Massey explains how Moore's Law has changed behavioral science, making it cheaper for marketers to create and use behavioral data than ever before.
Eye-tracker Tobii acquires fellow eye-tracker Sticky
Lab-based eye-tracker Tobii buys the webcam-based Sticky so it can offer large consumer panels as well as focused test groups.
Distil buys Are You a Human, launches free bot detection plug-in for Google Analytics
The plug-in, which Distil said is the first of its kind, can detect ‘close to 100 percent’ of bots running JavaScript from a web page.
Google Analytics is making it easier to see users across AMP and non-Amp pages
AMP publishers will see some metric adjustments as the change rolls out.
Ecommerce sales reach $105.7B in Q1 2017, to make up 8.5% of all retail sales
According to the US Census Bureau's latest report, ecommerce sales saw a 14.7% year-over-year increase compared to the first quarter of 2016.
GDPR: Publishers and martech will rely on each other
The General Data Protection Regulation (GDPR) goes into effect next year, and the impact on the martech industry will be significant. Columnist Todd Ruback explains how it's already changing the dynamic between publishers and martech vendors.
Why it’s more vital than ever to get display measurement right
As marketers continue to push for better ad transparency, columnist James Collins explains why now, more than ever, you need to be able to understand the true value of your display marketing.
How to choose martech tools that your team will love
Marketing technology can be hugely beneficial to your organization, but only if these tools empower the people using them. Columnist Alison Lohse explains what to look for.
UNILAD takes back lead as top video creator in April, but video views down across the board
After holding the lead for eight months, UNILAD dropped to No. 4 in March. Last month, it won back the top spot, but view numbers were down.
Three ways to put your valuable email data to work
From using AI to thinking cross-channel, contributor Eric Stahl shares how you can take advantage of data to step up your email marketing efforts.
Social shopping: How to use social media analytics to quantify purchase intent
With millions of consumers talking about their shopping experiences on social channels, columnist Ben Cockerell explains why social media insights are necessary for measuring purchase intent.
If you want to deliver relevant ads, you’ve got to get better at using data
Columnist Grace Kaye believes marketers need to be more willing to use the insights gained from data to help shape their marketing strategies.
AI at the core. Humans at the helm.
Any marketer will tell you that applying AI to Marketing is a hot trend right now and has the potential to disrupt the industry. Just last week, Oracle announced that it is delivering artificial intelligence across its customer experience cloud. Oracle’s announcement follows a long line of press releases from major marketing clouds such as […]
LiveRamp’s IdentityLink acts as centerpiece for new identity consortium
The consortium is based around a common cookie for its members, to simplify the task of matching cookies to identities.
Acxiom adds interest-based ShareThis data to its arsenal
New partnership extends the existing relationship between ShareThis and Acxiom’s LiveRamp to the parent company.
mParticle launches a second-party data marketplace
A kind of ‘universal API’ so brands can send their data to 150 tools, mParticle is now allowing brands to share their audience data.
Zvelo complements its free bot detection with first page-level breakdown
The Denver-based anti-malware firm launches its Comprehensive Page-level Traffic service.
How martech is working to solve the consumer identity crisis
From machine learning to biometrics and blockchains, marketing technology companies aim to improve how they verify consumer identities.
What your paid search KPI says about you
Every advertiser measures success based on key performance indicators (KPIs) that they deem relevant. Columnist Andy Taylor asks, What do your chosen KPIs say about your priorities?
Brandwatch, Crimson Hexagon join Twitter’s channel partner program
With Sprinklr, Sprout Social and Conversocial, these social analytics firms will have early access to Twitter data and product development.
IBM enlists Watson to define customer segments and insights
Through a newly expanded Marketing Insights, the supercomputing platform is defining customer groups by such goals as engagement and long-term value.
SMB trust survey: Amazon No. 1, Google No. 3, Facebook No. 20
Ratings are based on NPS survey data from 23,000 small businesses.
The modern marketer’s guide to machine learning algorithms
These days, every business is in the data business, and columnist Sean Zinsmeister explains that to make better decisions, leaders need to use machine learning and analytics to find actionable patterns in the data.
Facebook Marketplace update: 8% more spend is being pushed to Audience Network
Columnist Andrew Waber dives into data showing that Facebook is increasing the amount of advertiser spend going to off-Facebook sources and explains why Audience Network is worth testing for your next campaign.
iSpot launches TV conversion analytics to tie TV ads to digital actions
The solution shows how TV ad views drive digital outcomes in granular detail.
TapClicks buys Raven Tools
The combined firms say they are now the only reporting platform for multiple marketing tools that covers all company sizes.
IAB: Mobile is now more than half of all digital ad revenues
Mobile revenue jumped 77 percent year over year in 2016 to account for 51 percent of all US digital revenues.
Why B2B needs artificial intelligence
It’s not a coincidence that artificial intelligence is rapidly colonizing marketing tools designed for business sales. It’s a necessity.
Fohr Card launches a service to identify bots that follow Instagram influencers
On average, the influencer platform found that 7.8 percent of those followers are fake -- and it is lowering brands’ fees accordingly.
How to add schema markup to your site using Google Tag Manager
Want to add structured data markup to your site, but don't have the access or the coding skills? No need to worry! Columnist Bryan Stenslokken shows you how to do this with Google Tag Manager in nine easy steps.
iSpot challenges Nielsen with real-time TV conversion analytics
The solution ties TV ad views to digital performance outcomes in granular detail.
Weather Company’s data now available to any advertiser through LiveRamp
The new partnership means that the IBM-owned Weather Company will now become what it calls ‘an ad product factory.’
The Mufasa Metric: Rethinking attribution in the Engagement Economy
Columnist Chandar Pattabhiram explains why marketers today must move beyond vanity metrics and instead seek true alignment metrics, such as pipeline, revenue, and big strategic metrics like Lifetime Value (LTV) and number of brand advocates.