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Marketers know the duplicate-record problem well, but even more insidious are duplicate data fields. Here's how to minimize the problem and perform data unification, along with tools and resources for doing the job right. more
More than ever, we B2B marketers are held accountable for driving revenue—and proving that we are. If you're struggling with measuring your content's value, here are three sets of metrics to track—and tips on how you can track them. more
Monetization isn't just for big companies. Today, digital marketers at smaller ones are using monetization in myriad channels. Here's a look at those channels, the challenges of monetization, and its possible future. more
In any business, knowledge is power. What better way to increase your knowledge than studying your organization's data... Sounds obvious enough, right? Actually, it's not as obvious as it seems. more
Marketers have been under pressure for years to turn their art into more of a science, and "Big Data" is now more than a buzzword for CMOs: Understanding or using data is becoming integral to all marketers' jobs. more
Marketers have tended to shy away from integrating experiential campaigns into their marketing strategies because, until recently, demonstrating impact was difficult or next to impossible. But no longer! more
The big challenge Marketing Operations faced in 2015 was Big Data: where it comes from, what it means, who takes care of it—and what to actually do with it. But what's just as important is what not to do with it. more
With the convergence of online and offline marketing, choosing the right measures is far more important than the quantity of data measured. Measuring the right data, and acting on the results, is essential to operating Marketing as a center of excellence. more
At one time, integrating multiple solutions required an entire team and lots of work. But, today, it's remarkably easy to unify your marketing stack. And here's why you should consider doing so. more
Most CMOs view content as the future of marketing. But the job doesn't end with simply producing content... Making sure it performs is critical to driving engagement and reaching target audiences. more
Performance marketing demands objective ways to evaluate what's working (vendors, channels, media, creative...) and how your strategies and tactics are affecting the bottom line, margins, and cost efficiency. These nine optimization techniques can help. more
Build a funnel specific to your business rather than adapting to a generic approach, and you'll maximize your marketing efforts and optimize conversions. more
The success or failure of a dashboard is closely linked to data visualization. But focus purely on the visualization, and you'll fail. So consider these three questions and then take the prescribed actions. more
This week social got serious about customer support: Facebook's plans to improve sentiment tracking and talking to customers directly, Twitter's "Customer Feedback," Snapchat's tracking and services, and Foursquare's in-store traffic attribution. more
Fraud is an increasingly large problem in advertising, but marketers can (and should) be more proactive in solving it. These two approaches can help. more
Marketers know data is crucial for their digital strategies, but most marketers are reluctant to start tackling it. Without data, however, their marketing campaigns will suffer. more
This year, expect an accelerated maturation of marketing analytics. Here's a look at the hottest marketing analytics trends. more
Mobile marketing has come a long way, but there's still progress to be made in technology, analytics, and strategy. Most notably, it's time for a paradigm shift: to think of mobile as the home for omnichannel marketing. more
The year of the data-driven marketer has been declared several times in the past decade. However, we're only at the start of the journey. Here's what to expect from data-driven marketing this year. more![A Newbie's Guide to A/B-Testing [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/10916-newbies-guide-to-ab-testing-lg.jpg)
A/B-testing can help you make informed decisions about your marketing strategies and get the most out of your Web traffic. Here's what you need to know to get started. more
It's much easier to start a journey if you know where you're going—and much more likely you'll actually get to somewhere you want to be. more![Who Does What in the Data Science Industry [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/151208-data-industry-who-does-what-infographic-lg.jpg)
What are the key roles in data science? Here's a look at the various job positions in the data science industry and what they mean. more
Businesses are increasingly incorporating data into their marketing efforts in order to create more personalized customer experiences and better measure ROI, according to a recent report from Ascend2. more
Millions of mobile apps out there make getting your app noticed extremely difficult—and rare. Gaining visibility is not as simple as coming up with a great concept, building the app, and submitting it to app stores. more
Most marketers feel lost when measuring their PR. After all, PR is too unpredictable, right? Not exactly. You can track your PR performance by using the right tools and best-practices—and knowing the following secrets. more
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