Only 38% of marketers very confident in their customer data and analytics systems
89% say customer data isn't readily accessible to them.
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.
Dig deeper:
- Marketing analytics: What it is and why marketers should care
- Using Google Analytics 4 integrations for insights and media activations
- Is Google Analytics going away? What marketers need to know
- How product analytics can unite marketing and product teams to boost customer lifetime value
- GA4: What marketers need to know for a successful transition
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Why we care about retail media networks
One-quarter of retailers are generating more than $100 million in revenue from their media networks.
20 questions to ask MPM system vendors
What you need to know when assessing MPM vendors.
How to decide if you should get a marketing performance management platform
Implementing an MPM platform has implications for every aspect of your marketing operations and business.
6 things martech vendors don’t want you to know
Marketing technology vendors make promises they can't always fulfill. Here are some pitfalls in martech selection to look out for.
Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.
My stack is bigger than your stack, so what?
Martech stacks must be judged by effectiveness, not size.
5 steps to martech stack success
How to be sure you're in the driver's seat, not the vendor.
MarTech Salary and Career: Federico Bianco knows the difference between good data and all the data
"It's essential to have an understanding of what data you want and why."
Studies find big increases in ad fraud attempts and fake traffic
Nearly a third of retail sites' organic and direct traffic is from bots and fake users.
Zeta becomes first marketing platform to join the AWS marketplace
The Zeta Marketing Platform will now be available to the large market of AWS customers.
Is Google Analytics going away? What marketers need to know
Universal Analytics will be retired on July 1, 2023. What does that mean for you? Here’s what you need to know about getting your website ready for the brave new world.
What you need to know from Google Marketing Live
Here's a recap of the marketing news from Google's annual event, including Automation, Performance Max, YouTube Shorts and more.
How product analytics can unite marketing and product teams to boost customer lifetime value
Uncover the most valuable metrics to understand customer engagement with mobile apps and other digital products.
Why marketers have a love-hate relationship with complexity
Henk-jan ter Brugge, director, global digital marketing at Philips, talks about getting martech and business closer together.
Google is giving users greater control over what ads they see
My Ad Center will let users block any ad and get info on why they were chosen to see it.
GA4: What marketers need to know for a successful transition
Marketers face crunch time with Universal Analytics officially sunsetting in July 2023.
A statistical picture of the cost of digital advertising fraud
24% of web traffic is bots being used for fraud and theft.
Cord cutting gains steam after 4% drop last year
US cable subscriptions down by 30 million since 2020.
Using analytics to optimize marketing spend and drive sales
CarMax maps out their growing omnichannel marketing analytics strategy.