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  • Differences abound between Google's Universal Analytics and the recently announced Google Analytics 4. How can marketers make the best use of the new version to inform their decisions? Find out here.

  • Data-based insights, including sales metrics, are crucial in B2B marketing—but which types will rise above the level of vanity metrics and actually help to shape your strategy? Here are seven of them.

  • Younger adults in the United States are much more likely to use Instagram, Snapchat, and TikTok compared with older adults, according to recent research from the Pew Research Center.

  • Did you know that 70% of search queries contain four words or more? Or that 48% of people are now using voice assistants for general Web searches? Those are just two of the search engine-related stats covered in a recent infographic.

  • Marketers say they struggle the most with tracking the impact of their television and print campaigns, according to recent research from Ruler Analytics.

  • Median and average conversion rates for landing pages vary significantly by industry and by type of page, according to recent research from Unbounce.

  • Members of Gen Z are more than twice as likely as Baby Boomers to say they typically learn about brands or companies from social media, according to recent research from Sprout Social and The Harris Poll.

  • Influencer campaign performance can be difficult to measure. What metrics should you be using, and how do you apply those insights to modify your campaigns? This article will give you some ideas.

  • Analyzing mobile marketing campaign data is a complex process. One wrong number leads to misinterpretation of the entire campaign. How can you avoid pitfalls and analyze data correctly? Here are some guidelines.

  • When building a brand marketing strategy, it's not enough to know how much people talk about your brand; you have to know what they say and adjust your marketing efforts accordingly. Here are five tools that can help.

  • If you could do one thing to your marketing to make a sustainable difference in your ability to impact the business, it's to change what you measure.

  • Advanced tools powered by Big Data and machine-learning have improved the science of marketing analytics, but there are ways to analyze data and calculate ad strategies using only a spreadsheet. This article explains how.

  • How can you ensure you're getting a full view of your LinkedIn ad campaign performance and gaining the insights you need to make valuable optimizations?

  • The popularity of Agile Marketing is growing, and it's easy to see why: When plans are turned upside down by a black swan event, marketers are naturally drawn to an approach that lets them change course quickly. Here are three tips for adopting Agile methods.

  • Are your marketing and finance teams at odds? It often appears that their goals lie at opposite ends of business strategy, but it doesn't have to be that way. For ways to improve your Marketing and Finance relationship, check out these three tips.

  • How are marketers keeping their events relevant and engaging in the mostly virtual world of the COVID pandemic? Three major trends are emerging—and here's how to take advantage of them successfully.

  • Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2.

  • What are your marketing metrics telling you? If you rely on standard measurement tactics, probably not much—especially about your sales. It's time to upgrade to advanced measurement strategies that directly align with business goals—and drive sales.

  • Marketers say they face a key measurement dilemma with programmatic advertising: Their bosses want a clear sense of how media is performing, but it's often difficult to report ROI with accuracy.

  • We've entered a new era of data privacy: Third-party cookies are being phased out, and marketers must look at other options for collecting data from customers. Zero-party data has obvious benefits. Here are the details.