Marketing’s biggest challenge today isn’t a lack of data — it’s too much of it. Campaigns, channels and customer interactions ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Peter Vandre, Chief Analytics Officer at ...

Marketing analytics revolves around data – data related to consumer behavior, competitive context, channel performance, campaign outcomes, and market trends. Measurement in marketing, on the other ...

Choosing which methods are right for your restaurant to measure marketing campaigns in order to analyze the data you need can be daunting for any restaurateur. We delve into ways to gauge your ...

The marketing landscape is undergoing a significant transition with the deprecation of the third-party cookie. For marketers, those cookies have been the backbone of digital advertising for years: ...

There are different approaches to marketing measurement that help businesses understand which of their campaigns bring the most value and how to allocate budgets to maximise ROAS. The most ...

In the age of commerce media, closed-loop measurement (CLM) has emerged as a powerful tool for marketers and retailers looking to engage with consumers across the open web. By providing valuable ...

Influencer marketing has emerged as a powerful strategy for businesses to connect with their target audience. However, one persistent challenge remains: measuring the return on investment of ...

What are your marketing metrics telling you? If you rely on the standard measurement tactics, probably not much. Consider a classic metric such as clickthrough rate. By most standards, a "successful" ...