Marketing Analytics Articles
A contingency model holds the keys to increasing your odds of successfully leading a team of data scientists. Get details about the model's five decision-making styles.
As the marketing industry continues to shift, marketers need to connect the data dots and learn how to integrate their martech and adtech, advises columnist Scott Vaughan.
Perhaps the most valued business case for content marketing is driving conversions. When done properly, content marketing attracts prospects at the top of the funnel and guides them through the buyer journey.
The only thing more valuable than money is time. If you’re not tracking your social you’re generously donating your time to the land of lost tweets.
A recent report compiled by Jon Cifuentes entitled The State of Marketing Analytics: Insights in the age of the customer explores the state of marketing analytics and vendors.
The promise of data-driven marketing is undeniably attractive: It provides marketers with the insight and information to better understand their customers. With that understanding, they can then deliver a seamless customer experience.
A 2015 study of 228 CMOs shows that companies expect their share of spending on marketing analytics to almost double in the next three years. But for the C-suite to refine big data and make it actionable will require a bit of pressure.
Today, accountability in marketing amounts to table stakes. Companies expect CMOs and other marketing leaders to provide quantifiable evidence that marketing investments are contributing to real business outcomes.
What constitutes a powerful insight? What distinguishes powerful insights from less effective ones? And how do you deliver the types of insights most likely to engage prospects and compel them to take action
Craig Palli, chief strategy officer at mobile marketing technology provider Fiksu, spoke with eMarketer’s Cathy Boyle about where marketers are getting things wrong with mobile.
Data is everything in the modern marketing industry, and many of the issues it presents are uniquely 21st century issues. Marketers must identify all of the available sources of data, and then determine who owns that data.