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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Sprout Social acquires Tagger Media
The deal makes social media campaign management more holistic for brands and agencies using Sprout Social by covering the $21.1 billion influencer industry.
Electrolux’s data and analytics roadmap to improved customer experience
The global brand is breaking down silos and unifying data in order to gain better engagement and grow customer lifetime value.
Marketing attribution & performance management buyer's guide
How to decide if you need a marketing attribution and performance management platform
Implementing an MAPM platform has implications for every aspect of your marketing operations and business. Here's how to know if you need one.
13 enterprise-capable GA4 alternatives
Google Analytics 4's mixed reviews may have you wondering what alternatives there are for large organizations. Start your research here.
Salesforce raising prices next month
Prices are slated to increase an average of 9% on Sales Cloud, Service Cloud, Marketing Cloud, Industries and Tableau.
Universal Analytics is still functional for most users
Almost two weeks after the supposed sunset of UA, the sky is still glowing red.
5 GA4 issues and why they’re a good thing
Critics argue that Google Analytics 4 falls short in many areas. What if these perceived flaws actually contribute to its improvement?
Marketers are having problems with the GA4 user interface
We explore some legitimate complaints marketers have about the new Google Analytics UI.
10 things you hate about Google Analytics 4
Many of you don't like Google Analytics 4 and in responses to our recent poll you told us exactly why.
Here’s why your marketing’s success depends on insights
Learn how validated patterns from customer behaviors and reliable data can drive your marketing strategy and outperform the competition.
Marketers roast Google Analytics 4
Unlucky for some? 13 of the funniest reactions to Google's now mandatory analytics solution.
Universal Analytics dies aged 11: ‘Be brave and be strong’
Heartbroken marketers around the world have been paying their respects after Google decided it was time for the world to say goodbye to UA.
The Universal Analytics shutdown has finally begun
Universal Analytics is officially replaced by Google Analytics 4 but Google has advised that it will be rolled out in stages which is why some data is still accessible.
Most of you have Google Analytics 4 set up but are still learning how to use it
Our poll shows that a majority of MarTech and Search Engine Land readers are ready to grapple with GA4
Why centralizing strategic insights is imperative for CMOs
By taking steps to centralize their insights unit, CMOs will help bolster marketing strategy, innovation and digital experience initiatives.
Early poll results: ‘Kicking and screaming’ about GA4
In less than a day we've gotten hundreds of responses to our question about Google Analytics 4 readiness. And, oh my, are there strong feelings.
15 low-cost alternatives to GA4
GA4 isn't the only sophisticated and inexpensive web analytics tool on the market. Here are 15 others you might want to consider.
Are you ready for Google Analytics 4? Have your say in our poll
GA4 is dividing marketers with many feeling reluctant to make the mandatory switch from Universal Analytics — now it's time to have your say.
How to decide if GA4 is right for you
Google Analytics 4 is a powerful, sophisticated tool. However, it may not be the right one for you. Here's a guide to determining that.
Days before UA sunset most sites still not using GA4
With days to go before Google turns off Universal Analytics, a majority of sites around the world and in the US are still using it.
Looker Studio releases GA4 connector update with 170 new fields
Looker rides to the rescue of the many marketers griping about GA4's lack of data. However, you have to refresh your data sources first.
How Shake Shack measures experience and activates customer insights
The burgers and shakes chain has a winning playbook they are taking to new markets while improving existing stores.
Marketing artificial intelligence (AI)
4 AI categories impacting marketing: Predictive analytics
While this area of AI has been around long enough, it shouldn't be a substitute for strategic oversight by humans.
Marketing artificial intelligence (AI)
The pitfalls and practical realities of using generative AI in your analytics workflow
The key to a successful generative AI project is for the end user to have a clear expectation for the final output.
5 failure points of a marketing measurement plan — and how to fix them
Set up your marketing campaigns for success with a well-thought-out measurement plan. Here's what to consider when creating one.
4 tips to ease the transition from UA to GA4
It's less than two months until Universal Analytics sunsets. The "Google Whisperer" is here to help you transition to Google Analytics 4.
Google sets deadline for getting data out of Universal Analytics
UA stops collecting data on July 1. For the following year users will have Viewer access to historical data and reports in the user interface.
Google to remove GA4 integration with Optimize
The good news is that Google plans to replace it with something bigger and better.
Spend on marketing analytics and data infrastructure to grow sharply
Winterberry Group predicts more than a 30% increase in data and analytics investments across the U.S. and Europe.
Why we care about marketing attribution modeling
Learn more about attribution modeling, what it is, different types of attribution modeling and how you can use it as a digital marketer.
Should you use your data warehouse as your CDP?
There's a case for and against using your data warehouse as a customer data platform. Here are three ways to make it work.
Data plus analytics is the route to the truth
Data can only steer you right if you apply analytics to understand what it's trying to tell you.
Adobe’s roadmap for B2B, CDP and product analytics
A deeper dive into the Adobe Summit product news that went beyond Adobe Firefly and generative AI.
What are the top skills you need for digital marketing?
Investing in the right marketing talent, tools and processes helps organizations keep up with the competition.
Marketing artificial intelligence (AI)
Adobe announces Firefly for AI-driven creative
At Summit today, Adobe also announced a new Product Analytics solution and Sensei GenAI.
Accuracy in digital analytics: What marketers need to know
Learn how to better understand analytics data by looking at nuances in data measurement and exploring how analytics tools work.
Sponsored White Papers & Webinars
The Big Game brand lift results are in!
Learn which ads scored big in 2023's Big Game.
How Haleon built social media intelligence in-house
The company behind Advil and other consumer brands transformed their approach to social media just in time for the pandemic.
Marketing mix modeling: A marketer’s guide
With increased pressure to prove the value of marketing, it's time to revisit the MMM approach.
Marketing artificial intelligence (AI)
How bias in AI can damage marketing data and what you can do about it
Mitigating bias in AI is essential for marketers who want to work with the best possible data. Here's what you need to know