Analytics

Experts examine how to better measure and optimize marketing initiatives, including testing what matters, improving conversion rates, and assessing quantitative and qualitative data.

adobe

Does Digital Marketing Success Depend on Reinvention?

May 21, 2014 - Adobe's new enhancements, including predictive analytical capabilities and Live Stream, are among the innovations that have prompted such rapid change in the marketing world. Comments

Baidu Challenges Google as it Extends Into Silicon Valley

Artificial Intelligence May 20, 2014 - Baidu has opened a new artificial intelligence (AI) lab in Silicon Valley to compete with its tech rivals in China and the U.S. Comments

Data-Fluency: A Requirement for Everyone in Media, Marketing, and PR

big-data-screen May 20, 2014 - Data is everyone's domain. In any facet of marketing, media, or PR, data is your responsibility and should be a meta skill like writing a persuasive email or giving a presentation. Comments

All the Information in All the World

Big data May 19, 2014 - Behavioral data shows every sign of serving as currency in what is rapidly becoming a world culture of information technology. For digital marketers, the benefit of data-collection can be summed up as a single concept: "insight." Comments

Adobe Enhances Cloud to Bring New Marketing Capabilities

amo-spend-recommendation May 15, 2014 - Adobe has rolled out a series of new tools, including Adobe Media Optimizer and Adobe Analytics. Comments

Are You Getting Visual Insights or Executive "Eye Candy"?

data-visualization May 15, 2014 - Analysts must strike a balance between focusing on substance and focusing on style in order to achieve the perfect data visualization strategy. Comments

Google Analytics Advanced Segments: A Conversion Optimizer’s BFF

segmentationsigns1 May 13, 2014 - Marketers should take advantage of Google Analytics Advanced Segments to increase their conversion rate, consciously direct media spend, and enhance personalization. Comments

The Marketing Clouds and Convergence

marketing-cloud May 12, 2014 - What are marketers to do during climate change, when these marketing clouds form and darken? Comments

Facebook Gives Marketers More Audience Insights

facebook-like May 9, 2014 - Facebook debuts a new marketing tool called Audience Insights, available within Ads Manager. Comments

The First Month in Start-Up/SME Marketing

strategy May 8, 2014 - In the first of a five-part series, we look at how you can design a comprehensive and strategic marketing plan for your start-up. Comments

The Murky Waters of SEO

seo-analytics May 8, 2014 - SEO can work well for your business if it's done right. The trouble is, you may have a very hard time figuring out if it is in fact being done right. Comments

Top 10 New Things to Measure on Your Website

top-10-website-measurement May 8, 2014 - An updated list of the things you need to be measuring on your website, including online maturity, insight generation, and data quality. Comments

Advertising and Media Agencies: The Future Is Now

adagencycover May 7, 2014 - Gone now are the days when agencies can simply deliver advertising or other media campaigns and let them run their course. Agencies must deliver on new forms of value in a complex, networked world. Comments

It’s Time to In-Source Your Marketing Strategy by Taking Control of Your Data

big-data-action May 6, 2014 - To ensure the success of your brand, you must find the data that's valuable to you, make sure you have access to it, and use it to build your strategy. Comments

Yahoo Drops Support for Do Not Track

yahoocompany-2269-28217275 May 5, 2014 - Personalized content is good for you, apparently. Comments

Converged Analytics for Media Effectiveness

convergence May 5, 2014 - Converged media (using one type of media to prop up another) is more effective in addressing the changing media consumption habits of online audiences than paid, earned, or owned media are when used in isolation. Comments

5 Tools to Analyze and Optimize Live Digital Campaigns

analytics-framework May 4, 2014 - There are lots of useful technologies that digital marketers can use to tweak and optimize campaigns on the fly. Here's what we recommend. Comments

How to Design High-Converting Mobile Landing Pages

mobileads May 2, 2014 - This column comes in video form, with a visual explanation of how to design high-converting landing pages for mobile. Comments

Comparing Google Sitelinks With Google Analytics Data

Sitelinks Apr 30, 2014 - In an effort to discover Google's methods for determining what appears in Sitelinks, here is an in-depth look at the Google Analytics data on the Sitelink pages for 10 websites. Comments

The Internet of Things: The $300 Billion Opportunity for Marketers

internetofthings Apr 29, 2014 - If consumers are going to be inundated with Internet of Things-based products and services, it presents an opportunity for marketers. Consider these examples of how the megatrend is impacting our lives and businesses. Comments

Financial Institutions Face Analytics Challenges

e-banking Apr 29, 2014 - Although financial institutions want to improve their analytics strategies, they have a number of challenges that make it more difficult compared to other sectors. Comments

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Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

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