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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Marketing performance management buyer's guide
20 questions to ask MPM system vendors
What you need to know when assessing MPM vendors.
Marketing performance management buyer's guide
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.
GA4 isn’t all it’s cracked up to be. What would it look like to switch?
Marketers are searching for alternative analytics platforms. Here’s what you need to know to make an informed decision before switching.
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.
Is there any incentive to crack down on programmatic ad fraud?
"Everyone wants it to continue because they're making money." Why people don't want the ad fraud problem solved.
Analytics software delivers data, standards deliver insights
Only your team can determine which metrics mean the most for your business.
Marketing analytics: What it is and why marketers should care
We unpack marketing analytics: what it is, why it’s important, and how it can help marketers achieve brand success.
The deprecation of Google Analytics (as we’ve known it)
GA4 is the solution for the internet now, not the internet from a decade ago.
Social media advertising projected to more than double by 2028
Popularity of social media is a certain thing in uncertain times.
5 steps to make the most of your reporting and analytics
Ensure that your data provides you with actionable information to help guide your marketing efforts.
App opt-in rates climb despite Apple’s permission requirements
Rate hits 25%, up 9% since the release of AppTrackingTransparency feature.
Worldwide spend on marketing to hit $4.7 trillion by 2025
US and Chinese companies accounted for 53% of all spending in 2021.
IAS announces reporting enhancements to provide a unified view of global campaigns
New feature allows custom filters based on users' unique campaign naming convention.
Why testing is a marketer’s most powerful tool
Testing is much more complex than it seems, but focus on the insights and not the results.
Most will stick with Google Analytics 4, but some are shopping for new platforms
Though only 12% of marketers we polled said they planned to explore other analytics platforms to use instead of GA4.
Nielsen to be acquired by private equity consortium
Evergreen Coast Capital Corporation and Brookfield Business Partners will pay $16 billion for the ratings giant.
Who’s a marketer anyway?
When it comes to successful marketing campaigns, creativity and technology go hand in hand.
Google Analytics 4 or bust: Will you stay or go?
Marketers have two options: Make the switch or seek alternative analytics platforms.
Everything is measurable in marketing
Leadership must commit the time, people and resources to measure what they ask for.
How marketers can measure success
Marketers can show how their actions contribute to certain outputs as long as they're committed to measuring their work.
Why marketing attribution is both a challenge and a necessity
While some are skeptical about the attribution narratives derived from touchpoint data, others insist that measuring marketing is a must.
Getting back to basics: Marketing ROI
CMOs need to be accountable. That means knowing how to measure the outcomes of marketing spend.
Study finds iOS 15 is inflating email open rates
Mail Privacy Protection feature marks emails as opened whether or not a person looks at them
Google to end Universal Analytics in 2023
Users will have to adopt Google Analytics 4 which doesn't rely on cookies
The evolution of digital analytics and marketing
It's time to prepare for using Event-Based Analytics to evaluate the digital customer journey.