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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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.
Why your marketing strategy should still be cookie-less despite Google’s shift
Despite the survival of third-party cookies, marketing still demands a renewed focus on building meaningful consumer connections.
Google Ads hit by major reporting glitch, exposing competitor data
Competitors' sensitive information is being exposed to advertisers while key reporting tools and product management features are inaccessible.
How to put marketing data into meaningful context
Transform raw numbers into actionable insights and uncover the story behind your data for more effective campaign optimization.
How to clarify marketing metrics to impress the C-suite
Effective ways to tackle ROI challenges, justify marketing spend and leverage AI for better analytics and sustainable growth.
Steve Ganem, Product Director of Google Analytics, on what’s ahead for GA4
Now that Universal Analytics has ridden into the sunset, we talk to the Google exec about what's coming for GA4.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
Google announces upcoming GA4 features
The company promises cross-channel reporting and budgeting, a dedicated AI engine and support for the Chrome Privacy Sandbox.
How to bridge the gap between creative marketers and marketing analysts
Practical solutions to align creative and analytical marketing teams and create data fluidity for more responsive, effective campaigns.
Marketing artificial intelligence (AI)
The data analytics hierarchy: Where generative AI fits in
How to overcome analytics challenges, like data overload, quality problems, integration struggles and delayed insights, using generative AI.
How to create and configure custom dimensions in GA4
Get more granular site analytics by creating custom dimensions in Google Analytics 4. Here's how to set them up through Google Tag Manager.
Time’s running out: Why major corporations haven’t completed GA4 migration
The UA 360 shutdown is weeks away. Here's why big companies still haven't wrapped up their transition and what you can learn from it.
How to archive your Universal Analytics historical data
Time is running out to save your Universal Analytics data. Follow these steps to archive historical analytics before the July 1 deadline.
What is predictive analytics?
The importance of predictive analytics in marketing continues to grow as brands try to get ahead (and stay ahead) of the customer.
Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer
Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business.
The state of GA4, one year after the big migration
A look at what's better and what's worse about Google Analytics 4 a year after it officially kicked Universal Analytics to the side of the road.
Adopting consent-based analytics for long-term marketing success
Practical insights for implementing consent seamlessly in your digital analytics strategy amid evolving privacy laws and user expectations.
Hootsuite to acquire social analytics company Talkwalker
New offering will combine social media campaign management with analytics powered by Talkwalker’s Blue Silk GPT genAI technology.
Marketing artificial intelligence (AI)
Hiring a business analyst: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: duties and interview questions for a new business analyst.
Reminder – Google is turning off all Universal Analytics services and APIs
Google is urging those who have not yet fully migrated to Google Analytics 4 to do so as soon as possible to prevent potential data loss.
Adobe continues to roll out genAI capabilities across its platform
Adobe continues to weave generative AI into applications across its platform in a series of new product announcements.
Marketing artificial intelligence (AI)
3 low-cost tools for data-driven marketing: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how small businesses can launch their digital transformation.
Google Marketing Platform launches new API with enhanced capabilities
The new API allows marketers to move properties between standard and Analytics 360, providing flexibility for deeper insights.
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Marketing artificial intelligence (AI)
Klaviyo launches Klaviyo AI
The marketing automation platform introduces new AI-powered segmentation, email and SMS tools for experiences across channels.
Marketing artificial intelligence (AI)
Using data analytics for customer acquisition: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: using data analytics to boost customer acquisition.
Why you should add predictive modeling to your marketing mix
Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more.
How one tech company is doing marketing without cookies
Sentry.io shares its story of what went right and wrong getting rid of cookies and how they're now doing marketing.