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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Startup Zarget launches first browser plugin-based CRO tool
Company says its inaugural product is the only one on the market to offer A/B testing, live heatmaps and funnel analysis in one tool.
Three golden rules for forecasting
Accurate forecasting can serve to inform the direction of your digital marketing campaigns and properly set client expectations. Columnist David Fothergill provides some food for thought to those new to the practice.
Enough analysis, already! 8 tips for avoiding data fatigue
Are you suffering from a data overload? Columnist Joshua Reynolds offers some do’s and don’ts for how to avoid data fatigue and focus on the analysis that truly matters.
EverString now lets marketers create their own “lookalike” segments
Predictive marketing firm says “no one else is offering this level of self-service.”
Facing Facebook, Google and Amazon, brands pool their data
Sharing data in co-operatives is becoming a way for the non-giants to survive.
Tubular Labs launches first ecosystem-wide video content rating system
Ratings track 100 million videos for views and such engagement factors as likes, shares and comments.
Experian launches PII-matching audience targeting platform to reach 85% of the US
In the new Audience Engine, brands and others can enrich customer profiles with various layers of PII-based data, and then anonymously target those same users online, in email or on addressable TV.
Google Analytics now secures all web traffic
Whether sites are using HTTPS or not, all traffic communication with Google Analytics is being encrypted.
Mobile-friendly redesigns: Experiment on your current site
If you have your eye on being mobile-friendly, a full website redesign may be in order. Columnist Brian Massey has tips to ensure your site redesign is a success.
4 key Facebook trends ecommerce advertisers need to know in 2016
Columnist Andrew Waber dives into advertising activity on Facebook and uncovers several trends to help you plan ahead and improve performance.
Oracle’s Marketing Cloud adds account-based marketing and boosts AddThis interest targeting
New capabilities build on what the company sees as its biggest competitive asset: data.
Predictive lead scorer 6sense launches SearchSense to reveal which companies are conducting specific B2B searches
It’s not new intent data for 6sense, but it’s now being made available earlier in the process to clients.
Video ad platform Videology now utilizes Nielsen data for combined online/TV targeting
For instance, a retailer can now understand and apply the TV viewing habits of visitors to its website.
A new approach to measuring engagement on content-heavy sites
If no easily-identified conversions occur on your site, measuring engagement can be tricky. Columnist Nick Iyengar explains why a new approach could help you improve the quality of measurements and better understand engagement on your site.
Mobile attribution moves deeper into the material world with Sito Mobile and Go2mobi announcements
Sito adds Cardlytics purchase data to its Real-time Walk-in tech, while Go2mobi partners with Placed for a new layer of in-store tracking.
US digital ad revenues top $59.6 billion in 2015, up 20 percent to hit another high
The IAB's annual report shows growth continuing to come from mobile, which now makes up 35 percent of search and display ad revenues.
Automated CRM Signpost ups its game with built-in AI agent
Called Mia, the new intelligence is designed to apply learning from larger sets of data and is authorized to take more actions.
Google Analytics’ mobile app gets a major upgrade on iOS & Android
New app available now offers customized reports, sharing options, updated look and feel with new navigation and more.
Report: 74% of B2B content marketers have a strategy; only 22% rate it effective
Content Marketing Institute's latest report offers insight around current B2B enterprise content marketing trends.
Microsoft’s user-response Pulse platform now supports on-demand video
Moving beyond live transmissions, the free Pulse can serve as a more versatile tool for video-based marketing or education.
Why agencies and marketers need to think and act like data companies
It's no longer enough to offer compelling creative. Columnist James Green says marketing agencies need to tap into the power of data if they want to satisfy clients and drive results.
How to ensure your campaign uses the best-available targeting data
Columnist Adam Grow discusses the differences between first-, second- and third-party data sources and reveals some strategies for using data to increase campaign performance.
Develop free, lightweight attribution insights for your paid & organic channels
Looking to reallocate or reduce your paid search spend and not sure where to start? Columnist Chris Liversidge shows how you can identify opportunities by comparing your paid and organic search performance data by keyword and device.
Stop scattering chum: Use intent data to catch big fish with your marketing automation platform
Is your marketing automation as smart as it should be? Columnist Thomas Koletas explains how using intent data can help make your automation program more intelligent and efficient.
Using conversion lift reporting: Best practices
If you want to gain insight into the effectiveness of ad exposure across devices, conversion lift reporting is a no-brainer. Contributor and Twitter research head Jeffrey Graham shares some tips to help you get started.
Google Analytics’ new User Explorer report shows individual, anonymized website interactions
New report rolling out to accounts now in beta, found under the Audience tab.
Google Analytics adds more AdWords reporting capabilities
Deep links to AdWords, Sitelinks reporting and more.
Nielsen launches Marketing Cloud with eXelate infrastructure
Four core applications are available through the Cloud at launch, with more coming.
SurveyMonkey adds mobile analytics to its resume
The new SurveyMonkey Intelligence offers free and premium accounts for accessing data from hundreds of thousands of participating mobile users.
Visual analysis of AdWords data: a primer
Columnist David Fothergill shows how data visualization can unlock insights about AdWords performance you may not have gleaned otherwise.
New “Emotit for President” app measures your emotional response to Clinton, Trump et al.
Employing Affectiva’s facial recognition tech, the makers of the ooVoo multi-person video/messaging platform want to turn mobile devices into political thermometers.
3 web UX personalization tools for code haters
If you think website personalization is out of reach because you don't employ a team of developers, contributor Tamar Weinberg suggests three new tools to consider.
Segment adds more data sources besides apps and sites to its hub
The company, which focuses on connecting data to analytics tools, also adds out-of-the-box business intelligence reports from partners.
Dark search, dark social & everything in between
Certain types of web traffic do not pass referral information on to our analytics programs, making it difficult to properly track these visits. Contributor Maggie Malek recaps a session from SMX West detailing how to handle this "dark" web traffic.
Tag management systems and DMPs — a match made in heaven?
Brand marketers these days demand tools that can build a holistic customer profile. Contributor Erik Bratt argues that combining data management platforms (DMPs) with tag management is the key to achieving that goal.
Retooling mail optimization: how real-time actions put direct mail back into fashion
What if you could take the data from your digital marketing efforts and apply it to your direct mail campaigns? Columnist Lewis Gersh explains how real-time, intent-driven data can be used to enhance this tried-and-true marketing channel.
Salesforce VP: In the age of predictive and self-learning tech, marketing is turning into goal-setting
Marketers, Leslie Fine said, will increasingly focus more on their destinations and less on the step-by-step turns to get there.
Are our leading brands also optimization leaders?
Are well-known brand name e-tailers taking advantage of the tools available for optimization? Columnist Brian Massey shares his analysis of 7 top sites.
Ad network AdTheorent can now forecast if you’re likely to visit a physical store after seeing an ad
Partnership with location analytics provider Placed tracks which ad-targeted users actually visit, so its machine learning-created model can predict others.
Salesforce survey: Customer satisfaction is more important to marketers than revenue or customer acquisition
Newest “State of Marketing" report describes what approaches characterize high-performing marketing teams.