Gina Botti — January 18, 2017 — January 18, 2017 To successfully optimize digital marketing ROI, marketers must do more than acknowledge the value of the call channel. They must also include call conversions in their marketing analytics. The Value of Call Attribution Call attribution technology can help you better understand your target audience and … Continue reading Did You Know Call Data Can Nourish Your Digital Campaigns?
Marketers can use vast social media data to anticipate the future. Columnist John Donnelly III shares examples of the possibilities. John Donnelly III on January 17, 2017 If I could wake up tomorrow with a superpower of my choice, time travel would be high on my list. Think about it: With open access to … Continue reading 3 ways to see the future with social media data
Krista Park — January 16, 2017 — January 16, 2017 Analytics is an area of constant refinement and shifting opinions. While numbers themselves are concrete, our interpretations, evaluations, and meanings of them can change. Definitions and context are key to understanding and interpreting data. Why? Well, every site we track requires an agreed upon understanding … Continue reading Standardize Your Analytics: From Initial Requirements to Data Outputs
Katie Sweet — January 13, 2017 Follow @misskatiehrdy— January 13, 2017 Segments play a huge role in any company’s personalization efforts. If you’re unfamiliar with segments, they are groupings of people based on a set of defined criteria. They can be used to target different groups of people with different experiences. For example, you can … Continue reading The Data Types You Should Be Using to Create Segments for Personalization
by Laurie Sullivan@lauriesullivan, January 13, 2017 Google bridges its virtual assistant Home with a downloadable smartphone app that can help marketers in optimizing for voice search. Some believe the next step will be pulling in the data to analyze and optimize cross-channel campaigns. With the growth of voice assistants, voice data will become a … Continue reading Marketers Search For Campaign Data From Virtual Assistants
by Laurie Sullivan, Staff Writer @lauriesullivan, January 10, 2017 Some 72% of marketers consider data analysis to be the most important skill for their organization to acquire during the next two years, according to a report released Monday. Data segmentation and modeling are also considered to be important marketing skills — ranking higher than both Web development and graphic design … Continue reading Understanding How To Use Data Becomes Marketers’ Most Important Skill
As data becomes ever more abundant and cheaper, columnist Brian Massey takes a look at what marketers stand to gain from the trend and what we can expect to see in 2017. Brian Massey on January 4, 2017 In 2012, my agency, Conversion Sciences, completed an eye-tracking study of video. To complete that study, we … Continue reading Cheap data: You are about to get so much better at marketing
by Laurie Sullivan@lauriesullivan, December 28, 2016 Big Data, security, VR/AR, and FinTech will be the sectors with highest growth potential in 2017, according to findings from a survey gauging the sentiment of tech investors. SharesPost, which makes private equity stock trades, released the results Wednesday from its first private tech investor sentiment survey. The … Continue reading Big Data, Security To Have The Highest Growth Potential In 2017
Columnist Josh Manion believes that complete data ownership is the only option for enterprises seeking to engage individual consumers with relevant and timely experiences. Josh Manion on December 21, 2016 Industry forecasts for marketing technology in 2017 will come fast and furious with the year’s end. But as we look ahead, a persistent issue … Continue reading The power of data ownership: Getting it right in 2017
Local customers now expect a seamless omnichannel experience with your brand, and columnist Adam Dorfman believes that targeting data amplifiers will ensure that you’re present with accurate data across devices and channels. Adam Dorfman on December 19, 2016 In my October Search Engine Land column, I discussed the rise of data amplifiers — or … Continue reading Why data amplifiers matter in a world of omnichannel discovery
