Analytics & Marketing Column

  • GDPR: Publishers and martech will rely on each other

    … By now, everyone’s calendar should have a big red circle around the date of May 25, 2018, when the General Data Protection Regulation (GDPR) goes into effect. And with 12 months to go, there is still just enough time to complete GDPR readiness projects ahead of the enforcement date. I’ve posited loud and often that martech writ large…

    Marketing Land- 13 readers -
  • Video ads for direct response: What’s the best length?

    … to achieve their larger objective. One thing we can learn from looking at aggregate advertiser data is that the best-performing video ads for a given vertical generally fall within a narrow duration and typically share a few commonalities. As a note, the findings outlined in this column reflect data analyzed as part of my work at Nanigans…

    Andrew Waber/ Marketing Landin Facebook- 19 readers -
  • Self-serve analytics: Dream or reality?

    … Deriving consistent value from analytics is no simple thing. It’s common to focus on the technical challenges, and with good reason: Getting a robust, reliable deployment of analytics on your sites and apps is certainly a lot of work in and of itself. Over the years, the vast majority of the organizations I’ve worked with have had a vision…

    Marketing Land- 23 readers -
  • 4 advanced targeting strategies for B2B marketers

    … The digital world gets noisier every day. That’s why it’s becoming more and more important in B2B marketing that we truly understand the multiple stakeholders that make up our target audience, their unique worldview, the specific problems they are trying to solve, and the impact they each are trying to make within their organizations. There…

    Marketing Land- 16 readers -
  • UTM tags + Facebook ads = awesome

    … Last-click attribution marketers cringe when they think of Facebook Ads Manager’s reporting. The closest you can get to last-click attribution is one day after click. That’s simply not good enough when you’re used to Google Analytics holding your hand and showing you which source is creating conversions. If your business is testing out…

    Marketing Landin Social Facebook- 16 readers -
  • Are you leveraging these underutilized Google Analytics features?

    … of organizations still aren’t fully leveraging the Google Analytics mobile software development kits (iOS and Android) to properly track marketing campaigns or installs from the Google Play or iTunes App Store. Thoughtfully configuring your implementation to capture this information and having a proper campaign taxonomy in place to allow your…

    David Booth/ Marketing Landin Google- 30 readers -
  • Devices don’t buy products; people do

    … to the same person, thereby increasing our advertising value and informing our strategy. The challenge with this deterministic approach is that it’s oriented entirely around purchasing media with a specific company. Now it’s no longer the marketer’s customer, and you’re locked into buying media on their channel. Another approach is probabilistic…

    Marketing Land- 23 readers -
  • The tracking trap in digital marketing

    …, I think the proper path forward is to improve the measurability of a brand but to hold it to a lower standard of measurability than online marketing. Improving measurability is already happening. In-store beacons help measure the impact of advertising on retail; probabilistic and deterministic attribution can show how offline advertising impacts…

    David Rodnitzky/ Marketing Land- 37 readers -
  • Cheap data: You are about to get so much better at marketing

    … was wrong with the page. We paid eye-tracking firm about $250. Something has changed. While we had our heads down, positioning products, creating campaigns, managing vendors and agonizing over copy, something definitely changed. In 2016, global brands continued to brand themselves. Marketing departments continued to do more with fewer…

    Brian Massey/ Marketing Land- 24 readers -
  • Digital analytics industry veteran roundup: What’s in store for 2017

    … will require commitments to systems, processes, people, mastery of core implementation and analysis skills from the start, and of course budgets, but if you can begin to score wins across the multiplicity of devices, channels and datasets, you will have laid a foundation for a sophisticated analytics practice and competitive advantage through data…

    David Booth/ Marketing Land- 35 readers -
  • How analytics data should fuel creativity

    We’ve all been hearing that the quality of the customer’s experience is now what determines the success of a brand’s efforts. But, did you know that it is predicted that by 2020, 85 percent of a customer’s relationship with a brand will lack any human interaction? If that proves true, then dynamic and personalized digital interactions will be more important than ever.

    Loni Stark/ Marketing Land- 33 readers -
  • 6 questions to help you evaluate an attribution modeling vendor

    … Full disclosure: I am not a data scientist, yet below I’ll talk about modeling for marketing measurement. Disclosures are tricky. Facebook will be sued over its disclosure of the snafu in its video metrics. Would they be in this legal mess if they had not revealed the mix-up? I think the answer is yes, eventually, as truth cannot stay hidden…

    Marketing Land- 14 readers -
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