Facebook’s third-quarter earnings call, CEO Mark Zuckerberg and COO Sheryl Sandberg both hit extensively on the power of video for...

By now, it’s cliché, but true: analysts are drowning in data when it comes to e-commerce. On the one hand, it’s great to work in an...

How do you accurately measure the return on your marketing initiatives? Marketing attribution, or using analytics to assign credit to a...

Much has been made about Google’s custom audiences solution, which was announced recently at Advertising Week. With this new solution,...

Ad blockers have been around for some time now and are widely used. The question around the end of the “free internet” and the impact on...

What can you tell me about the website from this graph of all traffic? Things seem to be slowing down since June. How can we be sure? You...

Last month, Apple launched the new iOS 9 — and with it, support for content blocking applications (e.g., ad blockers) for Apple mobile...

If you’re a marketer, then you know the power of data. Never before have we had more access to more data than we do right now; and for...

We talk a lot about user “experience” in marketing, but what does it really mean? And how do you measure it? In an earlier piece titled...

With the rise of mobile device activity, the always-elusive path to full attribution of online marketing spends seems to be slipping...

Many companies don’t understand why visitor data and e-commerce sales are underreported in Google Analytics, and this tends to cause...

The conversation about attribution is all wrong. Even the name “attribution” conveys the wrong meaning. Much of the attribution...

Accurately measuring the return on your marketing initiatives can be a struggle for any company. However, it’s universally acknowledged...

People don’t spend money as segments; they make purchase decisions as individuals. Marketers need to reach consumers at this individual...

There is a popular commercial for the candy bar Twix that shows two adversarial Twix factories that take different approaches to making...

My last column dissected the difference between first-, second- and third-party data and why first-party data in particular is critical...

In front of you is an analytics report touting the success of a recent digital marketing campaign. Full of colorful charts and graphics,...

I was pleased to come across an article on Business Insider: “20 cognitive biases that screw up your decisions.” Now that’s a title a...

There’s an old saying: If you watch your pennies, your nickels and dimes will take care of themselves. The same is true with your...

This question has plagued marketers for decades. In the digital age we’re currently enjoying, the question has become even more...