Tagged: Analytics & Marketing Column

Soapbox: Is my data telling me the truth?

As marketers, we face the overwhelming challenge of demonstrating proof that our tactics are effective. But how can we convince management if we are not convinced of our own data? Here’s the reality, which...

The data behind incrementality on Amazon

Every marketer worth their salt is concerned about incrementality. Companies have, and should be, reevaluating their budgets, channels and service providers based on the ability to drive sales from advertising that they wouldn’t have...

The state of tracking and data privacy in 2020

January 2020 felt like a turning point. CCPA went into effect, Google Chrome became the latest browser to commit to a cookie-less future and, after months of analytics folks sounding the alarm, digital marketers...