It's a common practice in China for businesses to have multiple websites – one for desktop users, and another for mobile users. Here are analytics too...
View articleUnderstanding the needs, wants and opportunities data presents is commercially critical to all of us. Read More...
View articleSince the best data is your own, you should start by analyzing your owned channels, and then defining conversion and reporting times, and giving all p...
View articleThe industry is moving toward prescriptive analytics, a mash-up of predictive and optimization, that focuses on "What should I do?" rather than "What ...
View articleModern marketers embrace analytics as critical to their business operations - that's a given. Read More...
View articleThe Super Bowl's most popular ad was a hit on social media, but there was a lack of relevance that didn't translate to a brand lift, according to rece...
View articleThe way data is collected, shared and used by marketers in China is still evolving, as agencies and clients work together in a test and learn environm...
View articleData is the heart of market exploration today. Now more than ever before, CMOs have access to petabytes of customer information and dozens of analytic...
View articleHow to achieve that one-to-one connection as your customers navigate across channels. Read More...
View articleCompetitive intelligence is a hot topic, but how are small businesses using this data to grow? Read More...
View articleSpotify recently bought an analytics platform to quickly stay competitive after Apple got some brand good will at the hands of Taylor Swift. Read More...
View articleGoogle Analytics is useful, and it's free, but getting the most out of this tool can be enhanced with the following tips. Read More...
View articleSince the demand for analytics professionals outweighs the supply, this columnists outlines which roles are best kept in-house and which ones you shou...
View articleThe real world of data in advertising is complex and varied - is it available, not available or does it need to be generated in a customized way? Read...
View articleData algorithms should be focused on that one metric you need most - the "golden metric" - which also happens to be the one metric complex analytics o...
View articleBecause of limitations within text-based monitoring and analytics platforms, convergence analytics are able to eliminate blind spots more quickly. Rea...
View articleDespite the self-admittedly clickbait title, this columnist's new book is about the things that digital innovations has eclipsed, many of which were o...
View articleDuring its annual I/O Conference, Google announced new offerings and mobile partnerships to improve segmentation, attribution and promotion within app...
View articleHaving grown 67 percent from last year, Apple overtook Google for the top spot in WPP's annual ranking of the top 100 global brands, demonstrating tec...
View articleSmartphones and social media have made everyone aware of recent police brutality, but it's still happening. This illustrates the disconnect between da...
View articleCustomer lifetime value (CLV) is one of the most misunderstood or ignored concepts in marketing. But if given careful thought, it's a concept that wil...
View articleBrands are leveraging data and more sophisticated analytics to do C2B marketing, a term referring to marketing plans driven by customers' established ...
View articleAn updated marketing funnel can give marketers a leg up for last-minute Mother's Day promotions. Read More...
View articleAn Australian journalist has won the right to obtain his metadata from telco provider Telstra, creating an increasingly murky definition of what const...
View articleAs technology advances, more and more things in our daily lives will be just a push-button order away. Should the convergence of data and intelligence...
View articleA recent client analysis taught columnist David Sprinkle that marketers must trust the data, not necessarily their instincts! Read More...
View articleThese five steps, which range from defining your drivers to measuring success, will help you optimize your content marketing. Read More...
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