Channel: Martech: Analytics & Data

    • The 5-step approach to becoming an analytical marketer

      In this age of data-driven marketing, marketers are empowered by analytics as much as they are by creativity. Buyer personas — no longer built in the “set it and forget” way — are constantly evolving to better understand consumer behaviors. Marketers with analytical acumen will be the winners in the personalization game in this new landscape.

      Marketing Land- 19 readers -
  • Why real-time attribution is (mostly) irrelevant, and what to do instead

    … The martech and ad tech industries love to talk about real-time. The context doesn’t matter — regardless of the circumstances, real-time must be better than delayed. Right? The allure of real-time makes sense. We operate in real time these days, at work and at home, answering calls and emails as they come in, fighting fires as they arise…

    Marketing Land- 16 readers -
  • Lookalike modeling breathing new life into old channels

    … into the digital journeys of known users — has made it possible to build lookalike audiences of unprecedented sophistication. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Jordan Elkind heads…

    Jordan Elkind/ Marketing Land- 15 readers -
  • The one martech metric that really matters: Customer lifetime value

    … giants in the consumer packaged goods (CPG) space face challenges from upstart competitors. Direct to consumers (D2C) companies — a whole new wave of businesses — are emerging as big disrupters in the CPG sector. Digital disruption is here is stay and is only accelerating Let’s face it. Digital disruption is here to stay, and the martech landscape…

    Marketing Land- 24 readers -
  • 3 ways intent data is getting better for B2B marketers

    … of promise, but the actual results just haven’t been there. The truth is, most marketers haven’t been able to capitalize on its promise. In fact, 74 percent of firms say they want to be “data-driven,” but only 29 percent say they’re good at connecting analytics to action, according to research from Forrester. While marketers want to use data to drive…

    Marketing Land- 10 readers -
  • 5 ways to ramp up your digital media measurement

    …. Staff authors are listed here. About The Author David Booth is a co-founder and Partner at Cardinal Path, where he helps organizations use data and digital intelligence to gain competitive advantage in their markets. He is an author, adjunct professor, and public speaker, and as a consultant David has worked across five continents helping audiences ranging from C-level executives to technical implementation teams with digital analytics, business intelligence and digital marketing. …

    David Booth/ Marketing Land- 24 readers -
  • Openprise moves into third-party data with launch of Data Marketplace

    … Openprise’s business has been focused on the automation of loading, cleaning up and helping to manage first-party data for clients. Recently, the Redwood City, California-based company has moved into third-party data with the launch of its Data Marketplace. VP of Marketing Allen Pogorzelski told me that, previously, Openprise might help…

    Marketing Land- 26 readers -
  • Demandbase boosts its B2B early warning system

    … Metaphorically, Demandbase’s new Real-Time Intent is a kind of early warning system for business sellers. Demandbase helps marketers target content, ads and sales to web users, based on the company they’re coming from and their interests. This week, it is upping its Account-Based Marketing game, announcing new artificial intelligence tech…

    Marketing Landin Display Retargeting- 18 readers -
  • Adbrain ups the ante on cross-device identity

    … 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 has recently upped…

    Marketing Land- 16 readers -
  • The impact of GDPR on marketing technology and cybersecurity

    … specifically on securing the data. [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Travis Wright -- Venture Catalyst, Keynote Speaker, CMTO, StandUp Comic, Marketing Technology Entrepreneur, Data & Analytics Geek, Startup Growth Hacker. Business Journalist. Smart Ass. …

    Travis Wright/ Marketing Land- 15 readers -
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