DMA: Data-driven initiatives deliver

Marketers say revenues grew alongside spending in the second quarter. 

By Ian P. Murphy • Nov. 5, 2015

Under IBM, The Weather Company aims to build more data tools for marketers

Even though IBM’s purchase has split the The Weather Company assets, advertisers can still buy across TV and digital channels for the foreseeable future.

By David Kirkpatrick • Oct. 30, 2015

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

Oracle Marketing Cloud announces new targeting and cross-channel features

Oracle Marketing Cloud’s OpenWorld conference is going on and used the event to announce three new features for the platform.

By David Kirkpatrick • Oct. 28, 2015

Chute announces new visual search tools for social media

Chute, a visual UGC marketing firm, released tech that detects photos on social media, and a photo and video search engine for social content.

By David Kirkpatrick • Oct. 28, 2015

Twitter rolls out Brand Hub, a new analytics tool

With Brand Hub, Twitter gives marketers insight into conversations and sentiment about their brand, and investors a glimpse of what's to come before reporting earnings Tuesday afternoon.

By David Kirkpatrick • Oct. 27, 2015

The past is key: A better way to employ personalized marketing

Thanks to data, retailers can take personalized marketing to all new levels. But is it going in the wrong direction?

By Daphne Howland • Oct. 23, 2015

Nielsen's new total audience measurement will go outside the TV box

Nielsen is set to go beyond tracking TV viewers with its new total audience measurement tool expected to roll out in December.

By David Kirkpatrick • Oct. 22, 2015

Mashable's new tool measures viral content across channels

Mashable's Knowledge Graph serves as a tool that tracks branded content across multiple channels, including email and texting, for viral sharing.

By David Kirkpatrick • Oct. 21, 2015

Twitter to start offering conversion metrics for ads

The latest update from Twitter for its advertisers, conversion lift reports, will offer metrics on ad performance toward business outcomes.

By David Kirkpatrick • Oct. 16, 2015

Can marketers use data to answer 'what happened today?'

Data-driven marketing rules the landscape, but the challenge is making use of that data in a timely manner, according to Origami Logic CEO Opher Kahane.

By David Kirkpatrick • Oct. 15, 2015

Nielsen to provide marketers with ad viewability measurements by demographic

Nielsen Digital Ad Ratings will now offer viewability measurements across target audiences for desktop display ads, with video and mobile expected to roll out soon.

By David Kirkpatrick • Sept. 28, 2015

How retail marketers can use data to personalize holiday campaigns

With less than 100 days until Christmas, it's time to start thinking about holiday marketing campaigns.

By Natalia Angulo • Sept. 28, 2015

Brandwatch's new Social Indices to track brands' social media strength

Marketers have a new monthly ranking to track – Brandwatch’s Social Indices ranks social media influence for four categories.

By David Kirkpatrick • Sept. 24, 2015

Facebook shifts gears, gives advertisers 100% in-view option

Facebook is going to provide advertisers an option to pay for ads that are 100% in-view on users’ news feeds, but with no minimum viewing time requirement.

By David Kirkpatrick • Sept. 18, 2015

Pinterest, Datalogix partner to provide sales measurement data to brands

Sales conversion metrics are important to digital advertisers and Pinterest is looking to bring that capability to brands via a partnership with Datalogix.

By David Kirkpatrick • Sept. 17, 2015

After pushback, YouTube will allow third party verification of ad viewability

Unilever and Kellogg’s pushed YouTube to allow independent ad viewability verification.

By David Kirkpatrick • Sept. 9, 2015

Top 10 marketing trends you need to know

2015 has been all about social, mobile, video and more.

By Natalia Angulo • Sept. 3, 2015

Marketers want to track mobile ads – PlaceIQ could help out

Ad tech firm PlaceIQ uses data to track consumers based on location to help deliver relevant ads.

By David Kirkpatrick • Aug. 27, 2015

CMOs reallocate budgets, concentrating dollars on digital

Research out of Duke University found CMOs are planning on spending more on their social, mobile and analytics efforts over the next year.

By David Kirkpatrick • Aug. 26, 2015

Bizible adds event marketing to B2B sales attribution platform

Marketers want to attribute sales across all marketing channels, including offline events such as conferences. Bizible now provides event marketing tracking in its B2B sales attribution.

By David Kirkpatrick • Aug. 24, 2015

Facebook wants to bridge the cross-platform ad-to-sale tracking divide

Tracking ad performance all the way through conversion to sale is a major goal for marketers – and a challenge. Facebook is ready to try its hand at fixing the issue and is currently running tests with brick-and-mortar stores.

By David Kirkpatrick • Aug. 20, 2015

Look who just joined the C-suite: Chief Data Officer

Data management is increasingly a priority for marketers and companies and in response firms are adding a new job to the executive boardroom – the Chief Data Officer.

By David Kirkpatrick • Aug. 20, 2015

Facebook makes performance metrics easier to find for Page admins

The social network also pulled ahead of Google again in terms of traffic referrals, Parse.ly data shows.

By David Kirkpatrick • Aug. 19, 2015

Email marketing is getting more relevant with real-time data

A new report from eMarketer found email marketers are serious about improving segmentation and targeting, as well as the use of real-time data.

By David Kirkpatrick • Aug. 17, 2015

Ad fraud slipping, but so is ad viewability: Report

The latest Integral Ad Science quarterly Media Quality Report found ad fraud is down, but ad viewability has also slipped.

By David Kirkpatrick • Aug. 17, 2015