Tag: analytics

April 24, 2023

Attribution models are frameworks used to analyze and assign credit to different marketing touchpoints throughout a customer’s journey, from awareness through to conversion. They help determine the effectiveness of various marketing channels and campaigns in driving conversions or sales. Attribution […]

September 26, 2022

While TikTok might be all fun and games for users, marketers know better. This social media channel is full of essential metrics to help brands create more engaging and relevant content for their audiences, so let’s get right to it: […]

December 16, 2021

If you publish content on an ongoing and consistent basis, I’m willing to bet actual money, and without looking at your analytics first, that you have a handful of blog posts that are performing really well for your organic search […]

October 4, 2021

As the pandemic accelerates changes in how people shop and what they consume, PepsiCo is harnessing data to help retailers boost sales while increasing demand for its own portfolio of beverages and snacks. The maker of Cheetos and Mtn Dew […]

August 23, 2021

According to a report from Forrester, 93 percent of businesses agree that consumers are more likely to spend money with brands they feel connected to. Having a deep understanding of one’s customers is essential to building this connection. But many […]

April 8, 2021

The strong rebound in digital advertising during the second half of last year came as people spent more time consuming media through connected devices like smart TVs and mobile phones. As marketers sought to reach consumers who were spending more […]

April 1, 2021

Magna’s latest forecast paints a sunnier outlook for the ad industry, which it says has recovered faster than expected from the effects of the coronavirus pandemic. Magna chalks up the improved economic outlook to the new stimulus package, the decline […]

July 15, 2020

Advertisers see content marketing as a valuable strategy, as evidenced by their plans to increase spending on its development, per the ANA and Content Council survey. The pandemic likely has dampened investment levels, but content marketing remains a viable strategy […]

June 25, 2020

One thing online businesses need to use as a cornerstone of their business decision making process is their digital analytics data (analytics data from a variety of sources: i.e. web analytics, search console, paid search, paid social, social media, etc.). […]

May 29, 2020

U.S. digital ad revenue rose to a record $125 billion last year, up 16% from 2018, according to the Interactive Advertising Bureau’s semiannual report prepared by PwC. Much of that growth was powered by bright spots digital audio and video […]

November 5, 2019

The disruption unleashed by the digital and customer experience revolutions is here to stay. The future success of marketing rests upon its ability to continuously anticipate and deliver against the fast-changing expectations of the connected customer. Marketing to this connected […]

October 3, 2019

Whether you call it a funnel, a flywheel, a tower, a loop, a corridor, or any of the many terms we use to describe the customer journey, there’s one common challenge among brand marketers: How do we make the “customer […]

July 31, 2019

So your topline sales aren’t what you expected to see. It could be a slump (yikes) or maybe even an unexplained uptick — a great problem to have, but you’d still like your analytics team to find exactly what is […]

December 28, 2018

Brands were more creative than ever in their social media posts this year and connected with audiences by raising awareness of social issues, according to social media analytics company Unmetric. “Burger King enlightened fans with the importance of net neutrality, […]

June 14, 2018

Location analytics platform Placed (owned by Snap) is introducing TV-to-offline store measurement as part of its broader “Placed Attribution” suite. The new product involves a partnership with Inscape (owned by Vizio) and Kantar. Last year, Vizio agreed to pay a […]

June 11, 2018

In an era not so long ago, creative directors lived in a world where the big idea was the champion — and that champion came from highly compensated (more or less) idea makers, both themselves and their creative teams, and […]

January 12, 2018

Much has been written this year about dealing with the influx of data that modern marketers now receive as a matter of course — it’s an issue that many of us are facing these days. You’re expected to take advantage […]

May 26, 2017

With the Optimize integration, advertisers will be able to create and test landing pages tailored for specific campaigns, ad groups or keywords. For example, a travel site could customize a landing page for the query “family friendly hotels” with a […]

May 8, 2017

Programmatic has created the opportunity for truly data-driven marketing. Yet still, 50 percent of all marketing is irrelevant to the consumer, according to the latest Chartered Institute of Marketing report. Why? There are two main reasons: ineffective campaign management and […]

April 13, 2017

Facebook Insights is one of the most powerful Facebook analytics tools available. When you dive into your Facebook Insights, you’ll receive a wealth of data to help you understand more about your Facebook Page. With so many different data-points available to […]