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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6 marketing attribution and predictive analytics platforms your organization should consider
These platforms can provide marketers with valuable insights into how to better allocate their resources.
Why marketers should embrace product analytics
Product analytics can help marketers optimize digital customer experiences.
Customer journey orchestration
What is customer journey analytics and how are these tools helping marketers?
Adopting a customer journey platform that gathers, visualizes and analyzes data across all of your customer touchpoints can improve revenue and customer relationships.
Customer journey orchestration
What marketers should know about customer journey analytics
Customer journey analytics tell you how customers are engaging with you at each touchpoint.
How to choose the best marketing analytics tool for the web
Discernment is important when choosing a marketing analytics platform.
Open season on CRMs?: Friday’s Daily Brief
From a savvy approach to marketing tech procurement to the mission of stomping out bad CRM data.
What do marketing attribution and predictive analytics tools do?
Gauging the relative success of each of your marketing tactics is important no matter which way the economic winds are currently blowing.
Uncertain times: Monday’s Daily Brief
Data helps, but the future remains in many ways unpredictable.
Using AI-powered predictive analytics to time your next move
And why aren’t more CMOs looking ahead?
MarTech Replacement Survey finds marketing transformation is accelerating
While the pandemic made cost a major factor, marketers did hold back on replacing key elements of their marketing technology stacks.
‘An experience renaissance’ and how customer journey analytics tools fit in
As customers expect better, more unified experiences on multiple devices, these solutions help marketers meet the challenge.
As SEO changes, so do the tools that serve practitioners
The relentless pace of change in search challenges search engine optimization professionals, but tools are evolving to help.
Fortune 500 secret: Consumer intelligence analytics drives every decision
Uncover, understand and predict consumer behavior about brands, their competitors and their categories.
Identity resolution + customer data platforms
Two integrations announced this week highlight how IR is becoming an essential element of other martech solutions.
Why marketing attribution and predictive analytics tools are gaining currency: Tuesday’s daily brief
Plus the Instagram browser-based posting rumors
The importance of marketing attribution platforms in today’s environment
At a time when there's more scrutiny on marketing budgets, attribution solutions are helping eliminate waste and justify spend.
Google Ads announces privacy-focused changes for Analytics, Tag Manager and enhanced conversions
These solutions from Google Ads attempt to preserve user data while ensuring that search marketers have the best information to improve and adjust their campaigns.
Meet Google Analytics 4: Google’s vision for the future of analytics
The new Analytics adds AI-powered insights, tracks users across devices and provides more granular data controls.
The growing importance of content analytics
Analysis and measurement is foundational for content efficiency.
The importance of data and analytics to Adidas
We look at just one surprising finding from our Forecast 2021 poll.
Marketing data and analytics were always important, but now more than ever
Organizations are putting more emphasis on hiring data experts as the pandemic brings more customers into digital experiences.
Release Notes: Tickr upgrades Media Analytics Cloud
Marketing data is in the mix, as well as comms analytics.
Analytics Audit 101: Identify issues and correct them to ensure the integrity of your data
Marketing and analytics professionals need to work together to not only increase the accuracy of our data, but to educate people about how to leverage it.
MarTech Minute: LeanData adds ABM analytics, Smartly.io gets new features
A quick round up of the latest marketing technology news and announcements.
Location data providers showcase real-world analytics tools during COVID-19
Apple has released a new Mobility Trends tool. Google has Mobility Reports. Both are showing the positives on location tracking.
MarTech Minute: Partnerships in virtual events tech; Analytics firm grabs funding
A quick round up of the latest marketing technology news and announcements.
Align your marketing plan with your analytics measurement plan
Audit your analytics on a regular basis to ensure the data you are collecting is as accurate as possible and that all data that should be collected is reported.
What are analytics experts looking to in 2020 with data and privacy?
Logan Gordon, Simo Ahava, Astrid Illum, Abby Matchett and Sayf Sharif share insights to help you gain executive buy-in about privacy policy issues this year.
Retina integrates with Shopify, offers predictive analytics for customer lifetime value
The free tool shows CLV trends and identifies when customers are at risk of no longer buying from a merchant.
Get lead scoring data in Google Analytics with Google Tag Manager
Ruth Burr Reedy, VP of strategy at UpBuild, on the benefits of setting up lead scoring in Google Analytics and the steps to get there.
App Annie picks up mobile advertising analytics provider
The deal will allow mobile marketers to gain insights from App Annie's market data and analytics alongside mobile ad analytics.
Adobe adds Customer Journey Analytics, designed to be accessible to all marketers
The company said the platform was inspired by Photoshop.
HubSpot partners with Supermetrics, adding multi-portal analytics and reporting
The new partnership will help marketers access, analyze and report data across HubSpot portals.
Marketers want more data, analytics, tech for improved personalization [Study]
According to a report from Merkle, marketers want to invest more in data, analytics and tech to improve customer engagement, and an email address is still the highest priority data to acquire.
The MarTech Minute: Deloitte introduces ‘blockchain in a box,’ Accenture acquires Analytics8
Catch up on the week's martech news you may have missed.
The MarTech Minute: Salesforce wraps up Tableau acquisition, Nike acquires predictive analytics platform
The martech week in review: News and announcements in marketing technology this week that you might have missed.
Google introduces App + Web for unified reporting in Google Analytics
The new capabilities let marketers look at customer data in more complete and flexible ways.
Simplifying Google Analytics configuration with Google Tag Manager
Using analytics through GTM allows you to simplify the code in place on your site and quickly set up advanced features like cross-domain tracking.
The MarTech Minute: Amazon’s AI for speech analytics, Cloudinary’s Adobe Creative Cloud Connector
MarTech Minute briefs always appear first in our daily newsletter throughout the week. Click here to subscribe. The following is our compilation of the past week’s briefs from those newsletters. MarTech in Motion IntentData.io brings contact-level intent data to users. The newly accessible data sets can be used by marketers, account-based marketing teams and sales users who are looking […]
The analytics market is consolidating. What does this mean for marketers?
Unless you have highly niche or specific needs, it’s time to review your tech stack and plan for a potential platform shift.