Analytics & Marketing Column

Salesforce announces Pardot Business Units for enterprise marketers

A-Post to MarTech Today, Analytics & Marketing Column, Channel: Martech: Marketing, Email Marketing Column /

Salesforce is launching Pardot Business Units, a new feature for digital marketers looking to segment audiences across different areas of an enterprise. The solution, announced Monday, aims to provide agile functionality and analytics to global marketing teams for account-based marketing efforts. The tool leverages Pardot Einstein, Salesforce’s AI, seeking to help sales and marketing teams […]

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Why you want ‘clumpy’ binge-buying customers

Analytics, Analytics & Marketing Column, Channel: Analytics & Conversion /

We’ve all heard of the term the “hot hand” in the context of sports. Basketball players go from missing every shot, to scoring in streaks. Sometimes players are in such a “zone” that he or she seemingly can’t miss a shot. Baseball players also tend to hit home runs in bunches. Throughout my career and

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Buying audience data: A lesson from 4 Subway marketing slogans

Analytics, Analytics & Marketing Column, Channel: Analytics & Conversion /

Today, every brand and agency knows that advertising is a data-driven endeavor. But the ubiquity of data hasn’t made it any easier to understand the notoriously murky data business, much less identify which data sets or audiences are going to work best for a particular campaign. Brands and agencies consistently ask versions of the same

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There are 6 challenges every data-driven marketer faces. Here’s how to manage them.

Analytics & Marketing Column, Channel: Analytics & Conversion, Martech West 2019 /

“This year will be all about AI.” “And don’t forget podcasts!” “And blockchain, live video and social commerce.” Every marketer has been a part of this meeting of roundtable buzzword BINGO. Everyone around the table suggests investing in a different arena of the market’s most buzzworthy tech. All you have to do now is buy

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Here’s how to get the most out of your marketing analytics investment

Analytics, Analytics & Marketing Column, Channel: Analytics & Conversion /

Gartner recently published their Predicts 2019 research report, outlining several converging trends that pose a threat to CMOs and marketing organizations. The report also makes several bold predictions including that “by 2023, 60 percent of CMOs will slash the size of their marketing analytics departments by 50 percent because of a failure to realize promised

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Using technology to plan an effective people-based audience activation strategy

Analytics & Marketing Column, Channel: Analytics & Conversion /

As the marketing world has grown increasingly “digital-first,” data has become more pervasive, and as it surges in scale, marketers find it more difficult to ascertain its value. One would think that with more data, understanding value would be much easier; however, many know this isn’t true. When your audiences range from first-party CRM data

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Here are 6 ways to build a customer-centric and data-driven culture

Analytics & Marketing Column, Channel: Analytics & Conversion /

As every marketer today knows, the ability to collect, analyze and act on available data is increasingly vital to any brand’s success. Companies at all levels of data maturity are investing in data analytics and marketing methods to personalize and improve customer experiences at scale and in real time. And yet, transforming brand and product

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Taking a page from politics: Local campaigns at scale

Analytics & Marketing Column, Channel: Analytics & Conversion /

Over the past two decades, the race for audiences propelled a shift away from local. Mainstream national news trumped local, national chain stores pushed out local shops and national advertising campaigns became the default over local. But this trend is changing. Now more than ever, local communities are thriving. The desire to connect with people,

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Are your A/B tests just junk science?

Analytics & Marketing Column, Channel: Martech: Analytics & Data /

In today’s digital-first advertising world, many marketing leaders aspire to conduct marketing as a science. We speak in scientific terms – precision, measurement, data; we hire young professionals with bachelor of science degrees in marketing; we teach our teams to test their hypotheses with structured experiments. Yet, most marketers have no idea that the sciences

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