Topic | Analytics

When it comes to market intelligence and forecasting, some managers use vanity metrics as a proxy to get what they want to hear, rather than actual insights.

Granular measurement enables marketers to evaluate individual channel performance, and drill down to see the performance of each dimension within a channel.

Here are four things that could improve if marketing approached things from a science-first perspective.

Many businesses are unknowingly looking at marketing video through legacy lenses—and conflating metrics, KPIs and ROI as a result.

Knowing the best way to classify and build a structure to successfully use data in marketing is essential. Where do you begin?

The digital world isn’t spared from data misconceptions. Let’s zero in on the 3 main categories of marketing data to grasp the differences of each.

Today, savvy app marketers need to engage their users with segmented, targeted marketing campaigns in order to reach the right customers at the right time.

Marketers are too heavily focused on the last interaction they had with their customer and wasting time anticipating the next.

Effectively leveraging data is essential if you want to optimize your customers’ experience with your brand and make the most of your marketing investments.

A whopping 45% of marketers either don’t evaluate the accuracy of their analytics, or have no clue if their company tracks these numbers, according to a new report.