As advanced analytics tools become more widely used and the need to create personalized, customer experiences increases, uniting the organizational gap between web analytics and digital media teams has become increasingly important. While it may not be widely apparent, web analytics and digital media teams are alike in many ways and often share closely related missions. Even so, effective web analytics and digital media alignment can be a challenge for any organization. Analytics teams are...

Each week, we share the top insights across the media, marketing, and advertising industry in a quick video recap. To get this recap, as well as other monthly updates, delivered straight to your inbox, subscribe to our Websight newsletter.  We apply analytical techniques to attribute and forecast the impact of key marketing investments - whether in media, pricing, promotions, or otherwise - on business performance, and to optimize these investments in the future across traditional a...

In today’s data-driven world, having access to relevant and clean data is a powerful driver to success for brands worldwide. With the modern advancements in technology and data expertise, it may be surprising to know that bad data still plagues many of the world’s leading brands. Bad data is more than just an inconvenience though, it’s expensive. In 2016 alone, bad data cost leading brands over an estimated $3 trillion in the U.S. There are numerous causes of bad data and they range fro...

Having a solid strategy is critical to providing an exceptional customer experience and, according to an Econsultancy report, 82% of respondents identified strategy as a key building block to providing a high-quality customer experience, outpacing all other responses including: culture, data, skills, and technology. With an overwhelming amount of information mirroring these type of findings, it is clear that having a high-quality customer experience is important now more than ever. The advanc...

Digital analytics has quickly become an integral part of marketing success for companies engaged in any manner of online activity. From advertisers to marketers, tracking digital ad spending to conversion rates, digital analytics are at the center of it all. Gaining an understanding of how users find and interact with your online initiatives can provide critical insights into increasing engagement, conversions and, ultimately, driving business success.   However, the universe of digit...

In the multi-channel analytics industry, it’s funny how quickly perspectives and the concept of “incumbents” change. In 2009 clients and investors asked whether Google would take analytics seriously. No one was sure whether Google thought of analytics as a business or a hobby. Obviously, there were major implications for how seriously they took this venture. Omniture (now Adobe) and Webtrends, the incumbents, knew that no one wanted to find themselves between Google’s crosshairs. In...

  In the marketing landscape of today, we are closer than ever to a frictionless online marketing infrastructure powered by data. Use the tools you want, mix and match marketing clouds, make your own clouds, effortlessly trial and experiment with new vendors, eliminate underperformers with a click, learn new things and make rapid improvements. The floodgates of innovation are already open in online marketing. One need only look at the sheer number of tools and technologies out there....