Marketing Analytics
Marketing analytics, attribution, and data: connect activity to revenue and make sharper decisions.
Predictive personalization uses models to anticipate what a customer wants next, not just react to what they did. Here's how it works, the data you need, and how to deploy it without crossing the creepiness line.
Our 2025 guide to customer data platforms: clear strategy, common mistakes to avoid, and where it was heading next.
As third-party cookies fade, first-party data — the information customers share directly with you — is the most valuable asset in marketing. Here's how to collect, unify, and activate it responsibly.
A practical look at AI personalization in 2025: what changed, why it mattered, and how businesses can apply it today.
How conversion optimization reshaped digital marketing in 2025, and the practical playbook for putting it to work.
Marketing analytics connects activity to revenue so you can invest where it works. Here's how to move from vanity metrics to attribution, incrementality, and decisions in a privacy-changed world.
Personalization is no longer a nice-to-have — customers now expect it, and the businesses that get it right see measurably higher revenue. Here's the real economics, and how to capture it without the common traps.
Our 2025 guide to customer data platforms: clear strategy, common mistakes to avoid, and where it was heading next.
A practical look at first-party data in 2025: what changed, why it mattered, and how businesses can apply it today.
How conversion optimization reshaped digital marketing in 2024, and the practical playbook for putting it to work.
Everything a business needs to know about privacy-first marketing in 2024, the strategy, the pitfalls, and the steps that drove real results.
Marketing mix modeling estimates what's really driving sales using aggregate data — no user tracking required. Here's how MMM works, why it's resurging in the privacy era, and how to use it alongside attribution.
Zero-party data is information customers proactively and willingly share — the most accurate, privacy-safe data you can have. Here's what it is, how it differs from first-party data, and how to collect it well.
A practical look at AI personalization in 2024: what changed, why it mattered, and how businesses can apply it today.
How marketing analytics reshaped digital marketing in 2024, and the practical playbook for putting it to work.
CRO turns the traffic you already have into more customers — often the highest-ROI marketing work there is. Here's how to find friction, run valid tests, and avoid the mistakes that produce fake wins.
Privacy is now law, consumer expectation, and competitive advantage all at once. Here's why privacy-first marketing protects and grows your business, and how to build trust-based marketing that outlasts the tracking era.
A practical look at marketing mix modeling in 2024: what changed, why it mattered, and how businesses can apply it today.
How zero-party data reshaped digital marketing in 2024, and the practical playbook for putting it to work.
A practical look at AI personalization in 2024: what changed, why it mattered, and how businesses can apply it today.
You can measure marketing effectively while respecting privacy — in fact you have to now. Here's how privacy-first analytics works: consent, first-party and server-side data, modeling, and aggregate methods.
Our 2023 guide to first-party data: clear strategy, common mistakes to avoid, and where it was heading next.
Our 2023 guide to privacy-first analytics: clear strategy, common mistakes to avoid, and where it was heading next.
Our 2023 guide to first-party data: clear strategy, common mistakes to avoid, and where it was heading next.
A practical look at personalization in 2022: what changed, why it mattered, and how businesses can apply it today.
How marketing attribution reshaped digital marketing in 2022, and the practical playbook for putting it to work.
How first-party data reshaped digital marketing in 2022, and the practical playbook for putting it to work.
Everything a business needs to know about the cookieless future in 2022, the strategy, the pitfalls, and the steps that drove real results.
Everything a business needs to know about marketing analytics in 2022, the strategy, the pitfalls, and the steps that drove real results.
A practical look at personalization in 2022: what changed, why it mattered, and how businesses can apply it today.
How marketing attribution reshaped digital marketing in 2022, and the practical playbook for putting it to work.
How first-party data reshaped digital marketing in 2022, and the practical playbook for putting it to work.
Everything a business needs to know about the cookieless future in 2022, the strategy, the pitfalls, and the steps that drove real results.
Our 2021 guide to personalization: clear strategy, common mistakes to avoid, and where it was heading next.
Google's Privacy Sandbox aims to replace third-party cookies with privacy-preserving ad tech in Chrome. Here's what it is, how its APIs change targeting and measurement, and how to prepare either way.
Everything a business needs to know about customer data platforms in 2021, the strategy, the pitfalls, and the steps that drove real results.
Third-party cookies are disappearing, upending targeting and measurement. Here's what's changing, why first-party data and new measurement methods are the answer, and how to prepare your marketing.
How first-party data reshaped digital marketing in 2021, and the practical playbook for putting it to work.
A practical look at conversion optimization in 2021: what changed, why it mattered, and how businesses can apply it today.
Our 2021 guide to personalization: clear strategy, common mistakes to avoid, and where it was heading next.
A practical look at privacy sandbox in 2021: what changed, why it mattered, and how businesses can apply it today.
Everything a business needs to know about customer data platforms in 2021, the strategy, the pitfalls, and the steps that drove real results.
Our 2021 guide to the cookieless future: clear strategy, common mistakes to avoid, and where it was heading next.
How first-party data reshaped digital marketing in 2021, and the practical playbook for putting it to work.
Everything a business needs to know about first-party data in 2020, the strategy, the pitfalls, and the steps that drove real results.
Everything a business needs to know about first-party data in 2020, the strategy, the pitfalls, and the steps that drove real results.
How marketing analytics reshaped digital marketing in 2019, and the practical playbook for putting it to work.
A CDP unifies scattered customer data into one profile you can act on — the foundation for personalization, retention, and privacy-era measurement. Here's what a CDP does, when you need one, and how it drives revenue.
Our 2019 guide to personalization at scale: clear strategy, common mistakes to avoid, and where it was heading next.
How privacy-first marketing reshaped digital marketing in 2019, and the practical playbook for putting it to work.
How marketing analytics reshaped digital marketing in 2019, and the practical playbook for putting it to work.
How customer data platforms reshaped digital marketing in 2019, and the practical playbook for putting it to work.
Our 2019 guide to personalization at scale: clear strategy, common mistakes to avoid, and where it was heading next.
How customer data platforms reshaped digital marketing in 2018, and the practical playbook for putting it to work.
How GDPR and privacy reshaped digital marketing in 2018, and the practical playbook for putting it to work.
Everything a business needs to know about personalization in 2018, the strategy, the pitfalls, and the steps that drove real results.
How customer data platforms reshaped digital marketing in 2018, and the practical playbook for putting it to work.
How GDPR and privacy reshaped digital marketing in 2018, and the practical playbook for putting it to work.
How marketing personalization reshaped digital marketing in 2017, and the practical playbook for putting it to work.
Our 2017 guide to conversion optimization: clear strategy, common mistakes to avoid, and where it was heading next.
How marketing personalization reshaped digital marketing in 2017, and the practical playbook for putting it to work.
Everything a business needs to know about personalization in 2016, the strategy, the pitfalls, and the steps that drove real results.
Personalization is now the customer expectation, not a bonus — but most of it is superficial or creepy. Here's how to personalize in ways that genuinely help, on the data foundation that makes it work.
A practical look at app store optimization in 2015: what changed, why it mattered, and how businesses can apply it today.
A dedicated landing page focused on one goal converts far better than sending traffic to your homepage. Here's why landing pages work, the anatomy of a high-converting one, and the mistakes that kill conversions.
Everything a business needs to know about data-driven marketing in 2015, the strategy, the pitfalls, and the steps that drove real results.
A practical look at app store optimization in 2015: what changed, why it mattered, and how businesses can apply it today.
Everything a business needs to know about conversion funnels in 2014, the strategy, the pitfalls, and the steps that drove real results.
How website personalization reshaped digital marketing in 2014, and the practical playbook for putting it to work.
Attribution decides which marketing gets credit for conversions — and getting it wrong misallocates your whole budget. Here's how the models work, why last-click misleads, and how to measure truth in a privacy-changed world.
Everything a business needs to know about conversion funnels in 2014, the strategy, the pitfalls, and the steps that drove real results.
How website personalization reshaped digital marketing in 2014, and the practical playbook for putting it to work.
A practical look at marketing attribution in 2014: what changed, why it mattered, and how businesses can apply it today.
How A/B testing reshaped digital marketing in 2012, and the practical playbook for putting it to work.
How A/B testing reshaped digital marketing in 2012, and the practical playbook for putting it to work.
Our 2011 guide to conversion optimization: clear strategy, common mistakes to avoid, and where it was heading next.
Google Analytics is powerful and free, but overwhelming — and most people use 1% of it. Here's how to set it up around goals, focus on the reports that matter, and get real decisions from GA4.
Our 2011 guide to conversion optimization: clear strategy, common mistakes to avoid, and where it was heading next.
How web analytics reshaped digital marketing in 2010, and the practical playbook for putting it to work.
A practical look at landing page optimization in 2010: what changed, why it mattered, and how businesses can apply it today.
Web analytics turns website traffic into decisions — but only if you measure what matters. Here's how to move past vanity metrics to goals, segments, and the privacy-era shift to first-party measurement.
A practical look at conversion optimization in 2009: what changed, why it mattered, and how businesses can apply it today.
A practical look at web analytics in 2008: what changed, why it mattered, and how businesses can apply it today.
Our 2006 guide to web analytics: clear strategy, common mistakes to avoid, and where it was heading next.
Our 2005 guide to google analytics: clear strategy, common mistakes to avoid, and where it was heading next.
Everything a business needs to know about web analytics in 2005, the strategy, the pitfalls, and the steps that drove real results.
Our 2005 guide to google analytics: clear strategy, common mistakes to avoid, and where it was heading next.
Everything a business needs to know about conversion optimization in 2004, the strategy, the pitfalls, and the steps that drove real results.
A practical look at web analytics in 2002: what changed, why it mattered, and how businesses can apply it today.
A practical look at landing page design in 2002: what changed, why it mattered, and how businesses can apply it today.
A practical look at web analytics in 2002: what changed, why it mattered, and how businesses can apply it today.
Our 2001 guide to conversion optimization: clear strategy, common mistakes to avoid, and where it was heading next.
If people can't easily use your site, nothing else in marketing matters. Here's how usability drives conversions, trust, and SEO — and the principles that make a site effortless to use.
Our 2001 guide to conversion optimization: clear strategy, common mistakes to avoid, and where it was heading next.
How website usability reshaped digital marketing in 2001, and the practical playbook for putting it to work.
Everything a business needs to know about landing pages in 2000, the strategy, the pitfalls, and the steps that drove real results.
Our 2000 guide to web analytics: clear strategy, common mistakes to avoid, and where it was heading next.
Everything a business needs to know about landing pages in 2000, the strategy, the pitfalls, and the steps that drove real results.
Our 2000 guide to web analytics: clear strategy, common mistakes to avoid, and where it was heading next.
How website usability reshaped digital marketing in 1999, and the practical playbook for putting it to work.
How website usability reshaped digital marketing in 1999, and the practical playbook for putting it to work.