Influencer marketing spurs 11 times the ROI over traditional tactics: Study

A case study by TapInfluence and Nielsen Catalina Solutions on WhiteWave Foods Silk brand beverages found influencer marketing helped create a 10% incremental sales lift.

By David Kirkpatrick • April 6, 2016

Marketers are struggling to turn insights into campaign action: Study

Research from Origami Logic found that 74% of survey respondents cited delayed or incomplete insights from marketing activities as a barrier to measuring and optimizing campaigns.

By David Kirkpatrick • April 5, 2016

Explore the Trendline➔

What you need to know about data in marketing

The pressure on marketers is only intensifying to master data and analytics capabilities that can strengthen personalization and foster loyalty.

By Marketing Dive staff

ComScore reportedly set to begin measuring Snapchat Discover traffic

Snapchat is in talks with comScore to start measuring its Discover portal traffic, according to Digiday reporting. The move that would help its publisher partners sell ads on the portal.

By David Kirkpatrick • April 4, 2016

How data is changing the corporate role of marketing

Data-driven marketing is changing more than just the day-to-day discipline of marketing. It's altering corporate relationships between marketing, IT, business intelligence and more.

By David Kirkpatrick • April 4, 2016

Facebook launches Delivery Insights for Ads Manager

In a world where users are increasingly frustrated by bad ads, Facebook is providing advertisers with a new tool designed to uncover underperforming ads and offer recommendations to improve those ads.

By David Kirkpatrick • March 24, 2016

Inside IDG's rebrand: How the media giant looks to connect marketing and tech

IDG recently launched a rebranding and revamping of its marketing to offer the tech media world a more unified front. CMO Josh London shared details of the effort with Marketing Dive.

By David Kirkpatrick • March 21, 2016

Facebook shuts down ad buying platform after discovering ad fraud

The social network decided to shutter the platform after finding that only video and native ads were delivering significant value.

By Davide Savenije • March 8, 2016

Turner taps IBM's Watson for ad insights

Turner Insight, the broadcaster’s ad sales intelligence platform, is now using the technology and predictive analytics from Neustar’s MarketShare.

By David Kirkpatrick • March 2, 2016

Could surveys be the key to better personalization?

In theory, striking up conversations via surveys with consumers has never been easier.

By Natalia Angulo • Feb. 23, 2016

Yelp and Sprinklr team up to bring insights to brands

The data license partnership between social technology company Spinklr and Yelp gives businesses access to full reviews, business insights and sentiment analysis on business reputation.

By David Kirkpatrick • Feb. 19, 2016

SimpleReach, Meredith Digital team up to provide content marketing data

Audience Insights, a partnership between SimpleReach and Meredith Digital, offers publishers and content marketers demographic data on readers to help optimize campaigns.

By David Kirkpatrick • Feb. 11, 2016

BrightFunnel announces account-based marketing analytics tool

BrightFunnel’s new account-based marketing analytics tool is designed to help B2B marketers and built on BrightFunnel’s multi-touch attribution platform.

By David Kirkpatrick • Feb. 5, 2016

Data-driven marketing is growing in value and size: DMA report

The Direct Marketing Association’s "The Value of Data: 2015" report that data-driven marketing added $202 billion into the U.S. economy in 2014.

By David Kirkpatrick • Feb. 3, 2016

ComScore and Rentrak completed a $768M merger

In a process that began last fall, comScore acquired Rentrak for $768 million. The deal is expected to provide competition for Nielsen in cross-screen performance measurement.

By David Kirkpatrick • Feb. 2, 2016

Programmatic attention to span channels in 2016: IAB report

The IAB’s data outlook report found that programmatic spending emphasis this year will shift from display to video and mobile.

By David Kirkpatrick • Jan. 28, 2016

Nielsen revamps TV ratings system, adds social media content

Nielsen’s new "Social Content Rankings" takes into account Facebook and Twitter conversations about TV shows.

By David Kirkpatrick • Jan. 21, 2016

Predictive analytics drives almost 3 times B2B revenue growth: Study

Forrester Consulting and EverString teamed up for a report on predictive analytics in B2B marketing and found the tactic improved performance as well as gave marketers more integral roles within their organizations.

By David Kirkpatrick • Jan. 20, 2016

Critics, Media Ratings Council at odds over solution to invalid ad traffic

The MRC released guidelines in October that split invalid ad traffic into two categories – general and sophisticated – but some ad tech firms are pushing back on the reporting requirements.

By David Kirkpatrick • Jan. 15, 2016

Localytics finds app downloads to be a 'vanity metric'

Photography community EyeEm used predictive app marketing to uncover user behavior correlated with user churn for a reactivation campaign.

By David Kirkpatrick • Dec. 21, 2015

Lithium's new analytics tools help marketers 'stay ahead of the game'

Lithium Technologies is boosting the analytics capabilities of its Community Health Index with new benchmarking tools.

By David Kirkpatrick • Dec. 17, 2015

IBM's Watson now providing e-commerce, marketing analytics

The supercomputer now answers plainspoken questions.  

By Ian P. Murphy • Dec. 16, 2015

Marketers' perceptions about personalization don't match reality: Study

A study by Forrester and SAP Hybris found that how marketers view their personalization efforts doesn’t line up with their actual personalization results.

By David Kirkpatrick • Dec. 15, 2015

20% of top-performing brands on Instagram mention deals: Study

Curalate research analyzing the top 1% of images by engagement rate found that a majority of the top-performing photos feature products within the context of environmental details.

By David Kirkpatrick • Dec. 1, 2015

Twitter has erased share counts from its social sharing buttons

Though Twitter announced dropping share counts from its social sharing buttons earlier this year, some publishers are dismayed it’s actually happened.

By David Kirkpatrick • Nov. 30, 2015

Does values-based marketing really work?

Forming a values-based connection with their target audience can help strengthen customer loyalty, create brand advocates and increase engagement. And: it sells.

By Natalia Angulo • Nov. 18, 2015