When processes and strategies are in place to ensure the gathering and use of data is done responsibly, we can do right by consumers and...

According to headlines, martech embodies technical sophistication, touting thousands of companies fueled by sumptuous features like...

But marketers don’t need to implement every tech tool available. They just need the right combination of tools to help automate...

Brands with an offline transaction point often struggle to measure the full customer journey from acquisition source through to revenue....

Crafting the right digital strategy to hit your ultimate marketing goal is a balancing act. You need to vet platforms, allocate budget...

So where do we start? Transactional, engagement, or demographic data? Prospecting or retention? The inundation keeps pushing us back....

Salesforce lead source has long been the data point that has ruled measurement of marketing initiatives. This field tracks channel...

Real-Time report in Google Analytics allows you to monitor website activity as it actually occurs on your website or app. The report is...

A lot of content on conversion rate optimization (CRO) is published every day. Most of it is spot-on, but some articles make me cringe a...

massive shift in the way successful brands allocate dollars and other resources to their online marketing efforts. For example, in 2017,...

With GDPR recently coming into effect, advertisers are once again fretting over their use of consumer data. In Europe, the fretting is...

This session focused on using data-driven storytelling to support and promote paid search marketing campaigns. Bill Hunt, Back Azimuth...

As marketers and brands have seen, the prevalence of digital video has transformed how consumers access media and content. Essentially,...

Understand marketing objectives Most marketers have several different goals that drive their strategies and programs. Typically, we are...

The Super Bowl is the single most viewed televised event in the US. Every year, more than 100 million people tune in to see who will be...

The rise of mobile search has led to many changes in SEO, but none more dramatic than the area of local search. By now, most of us are...

In an effort to discover how marketers can best influence travelers’ purchase decisions online, the Bing Ads research team partnered with...

Social data doesn’t prove social success. And yet most marketers use engagement as their top social metric. Social data does offer vital...

Identifying what customers need and delivering it profitably is the essence of marketing. We know that delivering products and services...

If you don’t measure the success of your effort, you’ll never know if it’s giving you a positive return. Fortunately, there are...