The industry is moving toward prescriptive analytics, a mash-up of predictive and optimization, that focuses on "What should I do?" rather than "What did/may happen?"
Analyzing Customer Data
The Super Bowl's most popular ad was a hit on social media, but there was a lack of relevance that didn't translate to a brand lift, according to recent research.
The way data is collected, shared and used by marketers in China is still evolving, as agencies and clients work together in a test and learn environment.
How to achieve that one-to-one connection as your customers navigate across channels.
Competitive intelligence is a hot topic, but how are small businesses using this data to grow?
Google Analytics is useful, and it's free, but getting the most out of this tool can be enhanced with the following tips.
The real world of data in advertising is complex and varied - is it available, not available or does it need to be generated in a customized way?
During its annual I/O Conference, Google announced new offerings and mobile partnerships to improve segmentation, attribution and promotion within apps.
Customer lifetime value (CLV) is one of the most misunderstood or ignored concepts in marketing. But if given careful thought, it's a concept that will totally transform customer perception and sales.
Brands are leveraging data and more sophisticated analytics to do C2B marketing, a term referring to marketing plans driven by customers' established likes and behaviors.