Marketing analytics
MarTech is your source for marketing analytics content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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The smarter approach to marketing measurement
Fragmented data and failing attribution models? Here’s how to flip the script with smarter, privacy-first measurement.
How to understand sessions in GA4
GA4 sessions work differently than in Universal Analytics. Learn the key differences and how session tracking affects attribution.
Why the MQL model is failing B2B marketing and what to use instead
MQLs mislead marketing, misalign sales and fail to drive revenue. Here's why GTM teams must move to causal AI and revenue-centric metrics.
Unlocking the power of marketing mix modeling solutions
MMM’s diverse applications — from budget to media optimization — make it a critical tool for proving and improving marketing performance.
How AI makes marketing data more accessible and actionable
AI-powered insights help you make data-driven decisions instantly, rather than waiting on analysis. Not only do you work faster, you work smarter.
How to resolve unassigned traffic in GA4
Optimize your GA4 data by tackling unassigned traffic. Learn the causes, solutions and actionable steps to improve traffic attribution.
How to promote data literacy in your marketing team
Create accessible reports, tell compelling data stories and build a data-savvy marketing team that drives better results.
Marketing artificial intelligence (AI)
How to clear 5 hurdles to AI adoption in marketing analytics
Tackle key challenges like data complexity, cost and skills gaps with a practical, use-case-driven approach.
Microsoft Clarity launches Google Ads integration
Microsoft Clarity's new Google Ads integration gives marketers visibility into post-click behavior, allowing them to track user interactions.
2025 metrics that matter: How to future-proof your marketing
Learn 2025’s key metrics, trends, and strategies to future-proof your business and boost performance by up to 50%.
4 ways to correct bad data and improve your AI
AI success starts with better data practices. Learn to turn flawed datasets into opportunities for smarter marketing analytics.
4 reporting essentials to streamline business intelligence
Streamlined reporting can be achieved by focusing on use cases, data governance, automation and advanced analytics.
3 reports in GA4 that use analytics to eliminate customer friction
Learn how to build three reports in GA4 that will bring your customers' frustrations to light.
Google Ads rolls out Brand Report for enhanced advertiser insights
New feature provides a unified view of brand campaign performance with deduplicated reach and frequency metrics across multiple campaigns.
Marketing artificial intelligence (AI)
The AI-powered path to smarter marketing
Drowning in data? Make the most of generative AI by turning marketing challenges into growth opportunities.
Customer journey orchestration
Understanding customer entry and exit in event-based journeys
Use event-based journey analytics to map customer entry and exit points, enhance personalization, and improve engagement.
How AI can revolutionize creative impact measurement
Marketers are stuck using slow and imprecise tools to assess what's working with their creatives.
Retail media networks: What you need to know
RMNs are a great opportunity for marketers and ad publishers. However, both groups must first resolve significant technological issues.
2024 holiday sales live up to the record-breaking projections
$13.3 billion in U.S. sales sets a Cyber Monday record as shoppers flock to steep discounts.
Marketing artificial intelligence (AI)
Why causal AI is the answer for smarter marketing
In turbulent SaaS and B2B markets, causal AI enables marketers to defend their investments and optimize GTM strategies.
Holiday ecommerce start surpasses record-breaking forecast
Days leading up to Cyber Week saw a 9.6% increase, well above Adobe’s 8.4% forecast for 2024 holidays.
Marketing artificial intelligence (AI)
Improving customer experience with zero-party data: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Using zero-party strategies to boost customer experience.
DOJ seeks sale of Chrome in Google antitrust case
The Justice Department also reportedly wants to expand advertiser control and transparency and ban exclusive search contracts.
How to grow your organic reach with behavioral analytics insights
Learn the key metrics, tools and strategies to unlock user behavior insights and create a more engaging site experience.
Customer journey orchestration
How advanced customer journey analytics is shaping the future of engagement
See how advanced customer journey analytics enables businesses to craft personalized experiences that meet modern customer expectations.
Why generational stereotypes are failing marketers and how to move past labels
Stereotypes limit real market understanding and the benefits of a nuanced approach. Here’s what to do instead.
How search analytics can tailor messaging and maximize performance
Organic search insights go beyond keywords. Use them to uncover consumer needs, tailor messaging and enhance marketing across channels.
Who really owns your data? Protecting your business from agency lock-in
Don’t let agencies hold your data hostage. Take control of your business’s analytics accounts and marketing data before it’s too late.
3 ways to use predictive analytics to make better decisions
Drive strategic decisions with predictive analytics, enhancing personalization, campaign optimization and lead scoring for better outcomes.
Unlocking the full customer journey with advanced marketing measurement models
Discover why you should move beyond last-touch attribution to capture the full impact of marketing channels for better performance.
QR code alternative introduces shoppable video ad tool
IRCODE combines app, advanced computer vision and an AI neural network to make out-of-home, video and TV ads scannable and shoppable.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.
Measuring customer acquisition cost: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: calculating marketing efficiency with CAC.
3 ways to use data analytics to connect with Hispanic consumers
Maximize your reach in the Hispanic market using data analytics with insights on personalization, cultural relevance and more.
Google Analytics 4 introduces benchmarking data
You can now compare your performance across key metrics with industry peers, providing crucial context for strategic decision-making.
Marketing artificial intelligence (AI)
How brands are using AI in Meta’s Advantage+ campaigns
Meta’s growing roster of AI-powered tools help Tuckernuck and Kitsch scale up creative and discover new customers in time for the holidays.
Marketing artificial intelligence (AI)
Data analysis and market research top list of AI use cases
Marketers seek practical AI applications for campaigns, study finds. And CTV eclipses AI among consumer interests.
Google adds generative AI insights, shopping ad campaign goals
Google's new tools offer retailers real-time shopping trends, AI-powered insights and automated inventory syncing.
Marketing artificial intelligence (AI)
Essential stack for a B2B startup: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: the most important platforms for growing a B2B startup.
How to choose a data enrichment solution
Do you have all the data you need? If you don't, here are the issues to look at when picking a data enrichment provider.