Channel: Martech: Analytics & Data

  • Tru Optik announces collaboration with comScore

    … Tru Optik has been busy boosting the data credentials of its OTT [Over-the-Top] Marketing Cloud. Last week, it announced a global partnership with data management platform Lotame, which is providing Tru Optik with more data for non-U.S. markets. And this week it is announcing a collaboration with cross-platform measurement and analytics…

    Marketing Land- 5 readers -
  • B2B CMOs and CIOs: It’s time to rethink data management

    … Engineering, CTO, Architects, Engineering Directors, Procurement Managers and dozens of other business stakeholders, from the first introductory call to a signed contract and through the process of onboarding, as well as utilization. With B2B marketing and advertising spend reaching $161 billion — and digital accounting for over half — B2B CMOs…

    Marketing Land- 22 readers -
  • How to track conversions like a pro

    … software to pull this off. You can use the Google Analytics goals to help you track conversions on your site. Below are three simple conversion goals you can track that will give you powerful insights into how your users are interacting with your website. 1. URL destination In this type of conversion, you are tracking when a user lands on a specific page…

    Marketing Landin SEO Google How To's- 16 readers -
    Earlier about the same topic:
  • Getting ahead of the game with predictive analytics

    … Generating a return on your investment in analytics initiatives can seem like a tall order. First, you’ve got to complete a robust yet resilient implementation of an analytics platform across your sites and apps. Then, because collecting data doesn’t create value for your organization in and of itself, you need to build out some kind…

    Marketing Land- 10 readers -
  • The effect of Moore’s Law on behavioral marketing

    … In 2003, I wrote my first analytics package. I had the same problem all marketers had: I could do almost anything with digital marketing. I could easily create ads, pages and emails with any text, any font, any image. I could add video, animations, and even make aliens dance to sell car insurance. But how could I know which would work best…

    Brian Massey/ Marketing Landin SEO- 19 readers -
  • 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- 15 readers -
  • The modern marketer’s guide to machine learning algorithms

    …, every business is in the data business, and in order to make better decisions, leaders need machine learning and analytics to find actionable patterns in the data. But first, it’s important to clearly define the problem you’re trying to solve. For example, if your company struggles with customer churn issues, you might want to employ algorithms…

    Marketing Land- 23 readers -
  • The Mufasa Metric: Rethinking attribution in the Engagement Economy

    … of brand advocates. Here’s why. [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 As CMO, Chandar is in charge of positioning Marketo as the marketing industry’s innovation leader and best solution…

    Marketing Land- 16 readers -
  • Oracle adds ad verification to its data wheelhouse by acquiring Moat

    … Oracle has taken another step to enlarge its data capabilities, announcing Tuesday that it has agreed to buy ad verification firm Moat. Moat specializes in viewability, brand safety and detecting non-human traffic. Oracle said it will remain independent, providing analytics to brands like Nestlé and to publishers like NBCUniversal and ESPN…

    Marketing Landin Display- 17 readers -
  • Sanity check: One year until GDPR

    … With just over a year left until the EU’s General Data Protection Regulation (GDPR) goes live, it’s time for the industry focus to move from anticipating the impact to action. But while the importance of complying with the new laws is widely recognized, the best way to do so is less clear. According to a global Dell survey, almost all…

    Marketing Land- 16 readers -
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