As data collection grows easier, predictive models become more viable. However, there's still work to be done.
Today's jumbled customer journey leaves a trail of data that marketers can use to inform their strategies across all channels.
The Digital Analytics Association announced several new officers and appointees to its Board of Directors.
Nearly 65% of marketers say "aggregating and integrating disparate data sources" is a high priority for their organization.
The live call analytics platform simultaneously launches a new product, Convirza for Advertisers.
Almost all marketers find analytics useful.
Consumers' omnichannel habits make marketing measurement problematic. It's time to rethink what measures matter.
The heck with approvals from IT. Marketers, salespeople, and analysts will soon be able to get their own personal versions of SAP software.
Birst introduces 5X, a platform that allows marketers to gain access to BI via their front-end tool of choice.
How "personal" should you get with customers? It depends.
91% of businesses engage in data migration projects and 85% experience significant problems from them.
Self-governance has been effective in forestalling privacy judgments. Will it continue to hold the line against class-action lawyers, privacy activists, and rampaging technology?
Chief marketer at SAS, Jim Davis, says that attention shouldn't be on just devices but rather data, analytics, and insights.
Kroger keeps the customer insights company's tech tools and brains, as well as all of its own data, in buyout of Tesco.
Almost 6% more marketers will run a video ad campaign on the social networking site, according to Mixpo.
Tailoring emails to customers' browsing habits generated a 70% increase in mobile email conversion rates.
Research suggests that more than three quarters of U.S. companies could improve the quality of their marketing data.
More than three quarters of brand marketers consider programmatic important, but few implement the practice.
The campaign intelligence company looks to bolster the quality of its online-offline metrics.
The sandwich chain's Northern Ontario franchises feed guests Wi-Fi and direct messaging to gain customer insight and bolster retention.
Data from 59 markets suggests that digital will, for the first time ever, account for more than a quarter of ad spend next year.
71% of the records in B2B marketing databases suffer from a lack of accuracy and completeness.
The data is there. It's time to put it to use.
Almost one fifth of marketers and advertisers surveyed say data is unimportant or somewhat important.
It adds Predictive Decisions to the marketing cloud, promising easier access to the predictive analytics.
Just one third of marketers feel they collect the right amount of data.
Display ads and emails will each command $1 billion for the first time. Direct mail merits most of the rest.
Jon Baron explains customer engagement, why it will remain a marketing focus, and how to track this important metric.
And old white men will make it. That's Exponential's call, and the data-driven ad network's picked the last two Best Picture winners.
Dale Renner dishes on how marketers can leverage their data to drive relevance and revenue.
In this age of data, marketers still struggle with how to bridge the gap between perceived value and actual return. Here, analysts explain how to finally realize the promise of Big Data.
Shop hard, advises one provider at the Marketing&Tech Summit. Make no assumptions and take it for a rigorous test drive.
A difference in opinion regarding Big Data's importance can hinder success.
With the purchase of this analytics company, Apple could spark the next wave of Big Data and change the monetization of music.
New data awaits at the intersection of IoT and wearable technology, two of the leading areas of innovation.
Partnership with on-site mobile platform will deliver offers based on in-store shopper behavior.
After years of flat traffic, the website launched a redesign based on an analysis of how people engaged with its content.
A leader in offline-online integration of customer data, Datalogix is a plum addition to Oracle's Public Cloud.
Data-related budgets will increase for the third consecutive year, as its ROI starts to increase.
The online grocer nourishes customer trust through education and engagement.
Two key metrics help the online auto insurance agency separate the good leads from the bad.
Platforms as a service will crowd the cloud, enterprise app intros will double, and China will become hard for marketers to ignore, the researcher predicts.
How to keep behavior-based ads valuable, safe, and secure
The nonprofit discovers that data is the key to unlock the hearts and minds of volunteers.
More than 70% of chief marketers say that their teams get technology. Not so many CIOs are in agreement.
RealtyTrac expands its lead-generation database from 1 million properties to 118 million.
Live Nation puts a modern spin on connecting customers and partners.
Explore how to get the most from marketing investment in this interactive eBook.
Alliance with Facebook solution aims to help marketers bolster targeting, metrics, and cross-channel personalization
Company founder Erik Matlick will head the new venture concentrated on the activation of intent data for B2B marketers.
A Q&A with Mark Wright, president and CEO, Targetbase.
Ogilvy & Mather launches OgilvyAmp, a think tank for data-driven marketers headed by expatriates from Little Rock's best-known data company.
Retail solutions provider seeks to up its data analytics game for large and midsized retailers.
Twenty percent of companies assume their data quality tools pay off, while another 10% doesn't monitor ROI at all.
Ensighten's purchase of the analytics company is about giving ultimate ownership of data to marketers, says CEO Josh Manion.
Experts break down the up- and downsides of popular vanity metrics, such as Facebook likes and Twitter followers.
Hewlett-Packard Enterprise is created to "go after opportunities created by a rapidly changing market," says CEO Meg Whitman.
Even for the savviest marketers, finding the right balance of analytics and gut instincts can prove to be difficult.
A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.
AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.
First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.
100% viewability is quite the myth.
The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.
Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.
Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.
MyAcxiomPartner.com enables simple campaigns for social and mobile channels.
Transparency doesn't just apply to for-profit organizations; fundraisers need to be held accountable, too.
A new enhancement in its Demand Chain Management helps retailers max sales with the correct inventory.
Even the most "marketing is an art" creative types love a good data point. Here, some of the most interesting recent stats.
Teradata University Network puts real-world marketing tools and situations in the hands of students and teachers.
The business and finance publication uses data to get a read on its customers.
Marketers who want to optimize performance must eliminate bad data—and, yes, it's possible to do so.
Kevin Geraghty, SVP of advanced analytics and decision sciences for 360i, explains how marketers can choose which data best fuels their campaigns.
Who doesn't love a free gift?
It's one of 16 new data centers the software company will open this year to meet a 39% increase in demand for cloud services.
Confidence in data-driven marketing led marketers to set high Q1 2014 goals.
New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.
Cool or creepy? Refresh provides data that aims to help marketers and salespeople spark relevant in-person customer conversations.
The hotel company relies on technology to ensure that its rates and inventory are in sync across platforms.
It merges its BlueKai capabilities with other assets to introduce Oracle Data as a Service for marketing and social.
Kerry Hatch ran American Express's OPEN business card division and led units at Starwood and Time Inc.
The hotel chain woos stranded airline passengers with deals based on flight cancellations.
The company claims its new Signal Tag can quintuple the number of A/B vendor tests marketers can do each year.
Incentives are one of the top methods marketers use to encourage customers to volunteer information.
So, what is Haddop exactly?
UnboundID is betting you're not, and launches a broad-based system for marketers.
DMA feared passage of the bill would have caused national repercussions for data-driven marketers.
Researchers say marketing in the future will be enabled by a vast network of data-collecting devices—a.k.a. the Internet of Things.
6 preference center pros and cons that marketers should consider to improve the customer experience
Savvy marketers like Sony recognize that consumers will, many times, purchase what a mother, brother, spouse, or even Facebook friend has bought.
Marketers and consumers now have access to the discovery giant's wealth of World Cup media data.
New laws to regulate consumer data called for by FTC do not include individual marketers, but do include brokers of mailing lists.
Self-service data analysis and integration is the aim of the new release.
As corporate data literacy increases, data storytellers will morph into data monetizers.
Campaign tracking monitors ROI for individual accounts across the funnel.
Spectrum Spatial attempts to make the world a small marketplace for B2B and B2C companies alike.
MSC uses data to retool its customer experience.
Marketers' constant hunt for insight can turn them into to data hoarders. Here are seven types of data that marketers stockpile but don't really need.
Your marketing team has collected the data. Now learn what to—and what not to—do with it.
5 ways marketers can prepare for possible data breaches.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...