Articles
Tag: marketing analytics
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Act-On Software Bets on Spreadsheets with Engagement Insights
Act-On Software is banking on Google Sheets and Microsoft Excel to deliver analytics from its marketing automation platform through a new reporting tool released today. The Portland, Ore.-based marketing automation provider released Engagement Insights, which produces analytics through pre-configured, templated reports in Microsoft Excel and Google Sheets.
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Agile Marketers Step Outside Their Bubbles to Find Inspiration
Like many tech startups, Integrate operates with a lean marketing team, where each of us wears multiple hats. Take my title as an example: “Thought Leadership and Marketing Tech Strategy.
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3 Ways to Help Your CMO Generate More Systematic Insights
Analytics are important and nobody disputes that. Marketers everywhere recognize the value of insights, but they haven’t figured out how to capture them in systematic ways. Way too many insight-driven successes still stem from happy accidents. CMOs know this needs to change.
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Neustar, Marketing Evolution & Analytic Partners Lead Forrester's Marketing Measurement Wave
Marketers that measure performance through mix modeling or cross-channel attribution alone do not get what they urgently need: a single view of marketing performance, according to Forrester senior analyst Tina Moffett. Vendors have taken notice and now combine traditional marketing mix modeling measurement with technology for attribution, something Forrester calls
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Datorama Secures $32M for AI-Based Marketing Analytics
New York City-based Datorama, a marketing analytics provider, closed on a $32 million round of Series C funding led by Lightspeed Venture Partners. It plans to invest the funds in artificial intelligence (AI) technologies to support its machine-learning capabilities. Datorama has raised $50 million since it was founded in 2012.
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Searching for a Marketing Analytics Solution? Check Your Google History
Viral video devotees might be familiar with “Teens React To,” a YouTube series in which today’s smartphone-toting kids meet yesterday’s obsolete tech. A recent episode, for example, involves young people bewildered by Windows 95 PCs. Accustomed to touchscreens and ubiquitous WiFi, most of the kids can’t even turn on
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Origami Logic Gets Another $25M
An 18-month-old Menlo Park, Calif-based marketing technology company just secured another $25 million, bringing total funding to date to nearly $50 million. Investors seem smitten with Origami Logic's Marketing Signal Measurement (MSM) Platform, which the company claims converts marketing signals into business insights. The round was led
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Jumpshot Knows What You're Buying, Browsing, Searching
Jumpshot is proving that everything old is new again. The San Francisco-based marketing analytics firm just released a product that tells users what search terms brought visitors to a particular site. Maybe the site in question is the user's own online property, or maybe it belongs to a competitor.
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Companies Embrace Advanced Analytics But Not Big Data
Advanced analytics is becoming an enterprise essential. But most companies appear content to stick with the benefits of the "small data." the technology generates rather than make the necessary investments to capitalize on big data.
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Do Analytics Matter for B2B Marketers?
B2B marketers use analytics and gain value from them in their campaigns and marketing programs, a survey released today claims. But earlier this year, another study claimed otherwise. It found only about a third of organizational projects include marketing analytics. And it further claimed there has been no significant gains
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Leverage Data-Driven Marketing to Measure Business Impact
As the growing reliance on data reshapes marketing, many CMOs wonder which metrics to collect and how to use them to boost company profits. There's a secret to that. In fact, there are four. Heidi Bullock, vice president of demand generation at Marketo, outlined those yesterday in a CMSWire webinar
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Making Sense of B2B Marketing Analytics
Almost every B2B marketer understands analytics have changed the way goods and services are sold. Many, however, don't understand how to translate all those numbers into actions that generate more revenue. That reality came into focus yesterday in the CMSWire webinar "Trends and Challenges of B2B Marketing Analytics in 2014." The program was based partly on a results
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Marketers Like Oracle Cloud's Summer Releases #interact14
It's one thing to spend a couple of billion dollars acquiring digital marketing technologies and another to make them truly useful to today's marketers.
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A Cheaper Alternative to Marketing Analytics
If 2012 was the year of the cloud and 2013 saw broad acceptance of big data, 2014 could go down as the year of cheaper analytics. The year has been filled with announcements of new features from scores of vendors of all sizes, from SaaS providers like Gainsight and gShift
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