Marketing analytics
MarTech is your source for marketing analytics content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
Google announces upcoming GA4 features
The company promises cross-channel reporting and budgeting, a dedicated AI engine and support for the Chrome Privacy Sandbox.
How to bridge the gap between creative marketers and marketing analysts
Practical solutions to align creative and analytical marketing teams and create data fluidity for more responsive, effective campaigns.
Marketing artificial intelligence (AI)
The data analytics hierarchy: Where generative AI fits in
How to overcome analytics challenges, like data overload, quality problems, integration struggles and delayed insights, using generative AI.
How to create and configure custom dimensions in GA4
Get more granular site analytics by creating custom dimensions in Google Analytics 4. Here's how to set them up through Google Tag Manager.
Time’s running out: Why major corporations haven’t completed GA4 migration
The UA 360 shutdown is weeks away. Here's why big companies still haven't wrapped up their transition and what you can learn from it.
How to archive your Universal Analytics historical data
Time is running out to save your Universal Analytics data. Follow these steps to archive historical analytics before the July 1 deadline.
What is predictive analytics?
The importance of predictive analytics in marketing continues to grow as brands try to get ahead (and stay ahead) of the customer.
Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer
Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business.
The state of GA4, one year after the big migration
A look at what's better and what's worse about Google Analytics 4 a year after it officially kicked Universal Analytics to the side of the road.
Adopting consent-based analytics for long-term marketing success
Practical insights for implementing consent seamlessly in your digital analytics strategy amid evolving privacy laws and user expectations.
Hootsuite to acquire social analytics company Talkwalker
New offering will combine social media campaign management with analytics powered by Talkwalker’s Blue Silk GPT genAI technology.
Marketing artificial intelligence (AI)
Hiring a business analyst: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: duties and interview questions for a new business analyst.
Reminder – Google is turning off all Universal Analytics services and APIs
Google is urging those who have not yet fully migrated to Google Analytics 4 to do so as soon as possible to prevent potential data loss.
Adobe continues to roll out genAI capabilities across its platform
Adobe continues to weave generative AI into applications across its platform in a series of new product announcements.
Marketing artificial intelligence (AI)
3 low-cost tools for data-driven marketing: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how small businesses can launch their digital transformation.
Google Marketing Platform launches new API with enhanced capabilities
The new API allows marketers to move properties between standard and Analytics 360, providing flexibility for deeper insights.
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Marketing artificial intelligence (AI)
Klaviyo launches Klaviyo AI
The marketing automation platform introduces new AI-powered segmentation, email and SMS tools for experiences across channels.
Marketing artificial intelligence (AI)
Using data analytics for customer acquisition: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: using data analytics to boost customer acquisition.
Why you should add predictive modeling to your marketing mix
Learn how predictive modeling can optimize your marketing campaigns through accurate audience segmentation, strategic ad placement and more.
How one tech company is doing marketing without cookies
Sentry.io shares its story of what went right and wrong getting rid of cookies and how they're now doing marketing.
Data visualization: How to transform analytics data into actionable insights
Tired of buried insights in complex reports? Turn overwhelming analytics data into clear insights with data visualization.
Power up your marketing programs with Google Analytics 4
Incorporate a data strategy that will give you a complete view of your customers.
Web analytics is badly broken
In the face of privacy regulators, unilateral moves from Big Tech, and a shift away from third-party cookies, the future of web analytics is far from certain.
Optimizing digital experiences: Don’t focus on just one metric
A fast website isn't the only thing that matters to customers. Learn a more holistic approach to improving digital experiences.
Join a masterclass on data storytelling
Learn how to engage consumers, influence decisions and create brand loyalty.
AI and machine learning in marketing analytics: A revenue-driven approach
Learn about a strategic approach to using AI and ML in your marketing analytics.
Theresa Kushner: Spotlight on the expert
Theresa Kushner has been at the center of marketing data and analytics since the start, working at IBM, Cisco, VMware and many more.
Master the art of turning data into dollars
Learn the strategic value of composing your stack, breaking free from the limitations of traditional data collection.
Take back your ROI by owning your data
In this webinar, learn how your marketing stack enables always-on customer experiences.
Customer journey orchestration
How to use conversion data to enhance top-of-funnel marketing
Here's how enabling conversion data to inform customer acquisition efforts can help marketers boost performance over time.
Google Analytics 4 can now be integrated with Salesforce Marketing Cloud
For the first time, integration is accessible to both GA4 standard and 360 properties.
2024 brings the end of the third-party cookie. So now what?
In this webinar, learn how a first-party data approach could be the answer you're searching for and what technology you might need to help you achieve that.
3 ways GA4 is way better than UA
Universal Analytics is dead! Here are three reasons marketers should be saying, "Long live Google Analytics 4!"
Diversity and inclusion in marketing
New adtech partnership unlocks inventory for multicultural publications
Basis Technologies and Direct Digital Holdings connect to allow companies of all sizes scale up advertising on multicultural publishers.
The power of predictive analytics: Is the future now?
Learn how to leverage GA4's predictive metrics to forecast customer behavior and inform your marketing campaigns.
KPIs that connect: 5 metrics for marketing, sales and product alignment
Elevate the customer experience through strategic alignment. Unite marketing, sales and product teams with metrics that matter most.
Multichannel attribution: Understanding the metrics behind successful campaigns
Get insights into multichannel attribution, along with key metrics, tools and methodologies for better decision-making.
3 ways MOps can bridge the gap in marketing analytics
Marketing operations teams hold the key to proving marketing ROI and bridging knowledge gaps within organizations.