The supercookie is back. The nation’s largest mobile carrier, Verizon, came under fire from privacy advocates last year for its...

As the marketing director at an e-commerce agency, I’ve met more than a few e-commerce analysts who are caught in an endless pursuit for...

As the marketing director at an e-commerce agency, I’ve met more than a few e-commerce analysts who are caught in an endless pursuit for...

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

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

You may already be measuring the success of your marketing programs by tracking offline phone leads and using the data as proof of ad...

You may already be measuring the success of your marketing programs by tracking offline phone leads and using the data as proof of ad...

If you’re in client services or sales, you’ve most definitely heard a few prevailing myths about one or another facet of digital...

If you’re in client services or sales, you’ve most definitely heard a few prevailing myths about one or another facet of digital...

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

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...

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...

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...

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...

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...