Category: Analytics & Data

February 28, 2023

While companies have made solid progress in unifying their customer data, nearly two-thirds still don’t use a customer data platform (CDP). This leaves copious room for growth, according to the 2022 CDP Institute Member Survey. “It’s not surprising that 2/3rds […]

February 9, 2023

By analyzing the right customer journey analytics, businesses can identify pain points and areas for improvement, as well as optimize their marketing and sales efforts. It’s crucial to use analytics to understand the customer journey in terms of contingencies, said […]

February 7, 2023

Marketers want 360-degree views of customers in order to provide them with the most enticing, personalized messaging. But to have such a comprehensive view of customers, marketers need comprehensive data from a variety of sources. However, collecting, merging and analyzing […]

January 31, 2023

There’s no doubt about it: Internal silos can wreak havoc on your company culture, your sales and ultimately even your revenue. But even though B2B organizations have emphasized alignment in recent years, silos can be persistent. If you’re finding that […]

January 6, 2023

Ninety percent of data produced and stored is not simply useless; it gets in the way of useful data. Waste data makes it harder and harder to find and make use of good data. John Booth gave me a great […]

December 5, 2022

Google Analytics (GA) may be introducing a lot of changes to the analytics workflow with GA4, but one kind of workflow that marketers can steadily rely upon is site search. I covered the site search feature in Google Analytics back […]

November 21, 2022

By using artificial intelligence (AI) and machine learning (ML), brands can analyze data objectively, improving insights and generating actionable reports that can be used to make data-driven decisions. With AI and ML, these insights are more sophisticated and valuable to […]

November 1, 2022

NPS. CLI. CSAT. CES. CLV. And on and on and on. Most of us have tried it all — and often with such ardor that we tend to categorize CX professionals by which camp they’re in. I’ve spent at least […]

October 31, 2022

Here’s one for the big ad nerds out there, getting into even deeper analytics. Google has today announced some new updates to its Ads Data Hub option, which enables marketers to upload their own, first-party data into BigQuery, then join […]

October 21, 2022

By now, most marketers are aware of the convergence of global factors that will undoubtedly make targeting and measurement more difficult to perform in the future. The deprecation of the third-party cookie by Google, which is forcing brands to rethink […]

October 18, 2022

UTM tags are a cornerstone of analytics strategy. Their role with digital ad links has expanded into links for social media, email and QR codes. Today most marketers are very familiar with the UTM parameters, a legacy of Urchin measurement […]

October 17, 2022

There is much talk about customer data platforms (CDPs) amongst marketers these days. To make things more complex, the CDP category includes a lot of different types of platforms that have varying types of functionality and features. In this article, […]

October 11, 2022

The more businesses understand their customers — where they live, what they like or dislike, what influences their purchasing decisions, etc. — the easier it is to provide a good customer experience. One Statista survey revealed that 90% of US […]

October 6, 2022

We all know that companies collect and keep our data. And there’s a purpose for this, usually. That data is what creates personalized, relevant experiences that keep us coming back again and again. Like product recommendations based on what you’ve […]

September 30, 2022

Data is at the heart of designing and delivering a great (connected) customer experience. Without data informing your design and delivery, you really are flying blind. But that opening statement leaves us with a few questions, including: How do we […]

September 30, 2022

In this 21st century world of people using phones for multiple reasons other than just talking, there are drawbacks to this simplistic take on everyday living. From texting to paying bills to checking emails, users must be wary of their […]

September 29, 2022

LinkedIn has announced some new ad tools to help you maximize your LinkedIn campaigns, including Document Ads, offline conversion data integration, and a new Media Library for storing and sourcing ad content. First off, on Document Ads – as it […]

September 8, 2022

Customers are connected on social media and digital channels, empowered and in control. How they talk about a brand and their purchase decisions are shaped by one thing — their experience, which is every interaction they have with the brand. […]

September 7, 2022

Turning insights into actionable strategies is always challenging, and not even the best-prepared organizations are immune from roadblocks. Even when organizations strategically collect only the right data and avoid data overload, they can still encounter problems in the analysis stage. […]

August 31, 2022

After spending three days at the Gartner Data & Analytics Summit in Orlando, Fla., it’s time to share the highlights of the conference. It was a packed house, with 5,400 attendees and this journalist’s first return to a live event […]