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Having the right tools in your martech stack is essential for personalization in marketing. But columnist Nick Iyengar says be sure you don't overlook some non-technical factors that will improve your organization's personalization efforts.
Are you searching for the right candidate to fill a marketing analytics role? Columnist Nick Iyengar says you shouldn't focus on what they know about the tools, but instead take a look at their soft skills.
Think predictive analytics is out of reach for your organization? Think again. Columnist Nick Iyengar outlines what you’ll need to get started and describes two real-world scenarios to show you how it can be used.
Despite the hype, self-serve analytics isn't for everyone. Columnist Nick Iyengar says you need to take a close look at your team and its culture to get a better understanding of the right solution for your organization.
Columnist Nick Iyengar shares tips on how to take your organization's testing program to the next level without investing in the latest technology and tools.
As we edge closer to 2017, columnist Nick Iyengar discusses key goals you should consider for your analytics program in the new year.
It's one thing to have a lot of data, but quite another to derive value from it. Columnist Nick Iyengar explains how to build a "measurement framework" to ensure your metrics bring you actionable marketing insights.
Columnist Nick Iyengar discusses three common issues with dashboarding projects and how to find a data visualization solution that satisfies all the stakeholders within an organization.
Google's Analytics 360 Suite offers a bevy of new solutions for enterprise marketers. Columnist Nick Iyengar walks you through his favorite, Optimize 360, and explains how to get started and what it can do for you.
If no easily-identified conversions occur on your site, measuring engagement can be tricky. Columnist Nick Iyengar explains why a new approach could help you improve the quality of measurements and better understand engagement on your site.
Looking to improve your testing or just getting started? Columnist Nick Iyengar has tips on how to build your strategy for testing and optimization.
Still on the fence about TMS? Columnist Nick Iyengar explains why you need to think seriously about adopting a tag management system in the new year.
Columnist Nick Iyengar suggests that KPI frameworks can help organizations to better understand which metrics to focus on and develop more specific hypotheses for optimization efforts.
Looking to turn more website visits into conversions? Columnist Nick Iyengar explains why it's important to first map out each process a user goes through on your site, and then use analytics to find out if it's meeting its goals.
Think it's too early to start planning for the busiest online shopping time of the year? Think again! Columnist Nick Iyengar shares some ecommerce tips to help you prepare.
Still on the fence about migrating to Google Universal Analytics? Columnist Nick Iyengar outlines six reasons why an upgrade should be a priority for your organization.