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 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
North Star goals for category leaders: Customer lifetime value model
Beyond just calculating CLV, companies must embrace the total value a customer can bring as a factor in strategic planning, culture and KPIs.
Campaign tracking in GA4: How to ensure your links are properly tagged
Make sure your campaign traffic is properly tracked and categorized in Google Analytics 4 with these URL tagging tips for marketers.
37 questions to ask call analytics vendors during the demo
If a call analytics platform makes sense for your business, these questions will help make sure you get the right one,:
Top 3 priorities for your 2023 B2B marketing strategy
Set up your brand for long-term success by focusing on data-informed insights, creator marketing and building brand advocates.
Does your organization need a call analytics platform?
Though call analytics platforms offer a host of benefits, it's important to look at internal processes, training needs, pricing and more before making the purchase.
What is call analytics software and how is it giving marketers more power to measure inbound call data?
The ability to track calls is a core use case of call analytics technology. However, advances in machine learning and artificial intelligence (AI) are driving more sophisticated applications.
Marketing artificial intelligence (AI)
ChatGPT to support digital experience analytics
Glassbox will integrate conversational AI into its digital experience analytics platform.
3 Google Analytics 4 features to make up for lost data
Using these tools in GA4 will help compensate for tracking limitations so that you can remain data-informed.
6 tips to impress the C-suite with year-end marketing reports
Don't miss the opportunity to create year-end presentations for the executive team and demonstrate your team's accomplishments.
Server-side measurement: What is it really good for?
While it is not a one-size-fits-all solution to the demise of browser cookies, server-side measurement is still worth considering.
3 “secret” marketing tools in Google Analytics 4
The Admin screen is usually frequented by analytics practitioners, but there are marketing benefits in its features.
Q&A with the director of Google Analytics: Getting started with Google Analytics 4
Russ Ketchum, director of Google Analytics, talks about migrating from Universal Analytics and shares some GA4 power user moves.
Modeled behavior: A future-proofed new measurement strategy
Rather than shying away from modeled attribution, marketers should look to further understand and wholeheartedly embrace it.
Channel groups: Getting started with Google Analytics 4
Channel groups are rules-based definitions of website's traffic sources that let you monitor the performance of those sources.
Tools and resources: Getting started with Google Analytics 4
A collection of all the tools and resources we've mentioned in our GA4 series, plus a few extra. We'll be adding to it in the future.
Google rolls out new features for GA4
GA4 adds real-time behavioral modeling, more customization and the Setup Assistant gets a big improvement.
GA4 Setup Assistant part 2: Getting started with Google Analytics 4
This GA4 assistant has tools to select goals you want to import, copy Google Ads links and add users who can access your current property.
GA4 Setup Assistant part 1: Getting started with Google Analytics 4
The GA4 Setup Assistant in Universal Analytics will help you migrate to the new tool if you manage the tags correctly.
4 common problems marketers and data analysts can solve together
Marketers and data analysts have distinct roles, but increasingly they need to work together to overcome obstacles.
UTM tagging: Getting started in Google Analytics 4
UTM codes, text you add to a link to gives you more information, are a key element to get the most from GA4.
Events and Conversions: Getting started in Google Analytics 4
In GA4 an Event is an interaction you want to track. Once you tag something as an Event, you then mark it as a Conversion to get it counted.
Customized insights: Getting started with Google Analytics 4
GA4's automated insights detect unusual changes in your data; custom insights can track your KPIs.