Social media marketers' biggest challenge? Measuring ROI

When it comes to social media, marketers have found it notoriously difficult to truly understand the bang they get for their buck. 

By David Kirkpatrick • July 13, 2016

Report: Publishers see strong video performance on Facebook

As the social media platform's new algorithm takes hold, video may be the light at the end of the tunnel for publishers losing Facebook reach.

By Davide Savenije • July 5, 2016

Explore the Trendline➔

Influencer Marketing

Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

By Marketing Dive staff

Yelp launches 'Knowledge' program to provide deeper analytics and insights

The program will allow brands and franchises to go beyond reviews to get a more holistic sense of location performance and customer sentiment, something Yelp considers to be more social analytics than reputation management.

By David Kirkpatrick • June 29, 2016

comScore, xAd partner to connect mobile ads to store visits

As retailers struggle to track customers across devices and into stores, ad tech players are developing tools to help bridge the omnichannel gap.

By David Kirkpatrick • June 23, 2016

Twitter bets on machine learning with Magic Pony acquisition

An investor in the machine learning company says the acquisition is primarily driven by Twitter's video strategy, but also hints at the platform's ambitions in virtual reality and augmented reality. 

By David Kirkpatrick • June 21, 2016

Study: 82% of mobile sharing is through 'dark social'

Dark social is considered email, messaging and texting and was given the moniker because it is social sharing, but the medium isn’t trackable for social marketing campaign purposes.

By David Kirkpatrick • June 10, 2016

Snapchat adds Moat as measurement partner

The messaging app’s internal data indicates two-thirds of the videos its users watch, including video ads, are viewed with the sound on.

By David Kirkpatrick • June 10, 2016

Pinterest taps Oracle Data Cloud to help track offline sales

The partnership between Pinterest and Oracle is designed to track how Promoted Pins impact offline sales.

By David Kirkpatrick • June 8, 2016

3 tactics to improve B2B data-driven marketing

Data is a powerful aspect of marketing, and it is a challenge that today’s B2B marketer has to meet and solve. 

By David Kirkpatrick • June 7, 2016

IBM rolls out Watson-driven interactive audio ads

The Weather Company’s digital properties will be the first outlet for AI-powered ads that allow users to ask Watson questions and get answers all via audio.

By David Kirkpatrick • June 3, 2016

Survata's new surveys product reaches third-party data segments

Survata’s Segment Surveys specifically target people who have been tracked by a cookie or mobile ID to be a relevant audience for the survey.

By David Kirkpatrick • May 31, 2016

Study: Most Facebook users aren't clicking on the 'Reactions' buttons

The social giant earlier this year rolled out its expansion of the "like" button with five more emotion-based icons called "reactions," but new researsh shows 97% of users still just click on the iconic thumbs up.

By David Kirkpatrick • May 27, 2016

Appboy: Less than 25% of users return to app on day two

Research from Appboy found that app retention is a challenge, but there isn’t a clear trend that fits any vertical as each app sees unique user retention trends.

By David Kirkpatrick • May 25, 2016

The Weather Company and Watson join forces for personalized marketing

IBM bought The Weather Company’s digital and data assets last fall and is now combining it with Watson to drive personalized marketing on its cloud service.

By David Kirkpatrick • May 20, 2016

Viacom, AmEx partner on new consumer intent program

The two companies are teaming up for the launch of Vantage Intent, a Viacom product powered by AmEx data that will allow marketers to use purchase intent to find audiences across digital, social and TV.

By David Kirkpatrick • May 19, 2016

Marketers, meet Lucy – an IBM Watson-powered data tool

Lucy, Equals 3's new cloud-based cognitive companion, is designed to address marketing challenges around research, segmentation and media planning.

By David Kirkpatrick • May 19, 2016

Why marketers should be A/B testing mobile apps

Mobile apps are such a new tactic that marketers are still figuring out how to best handle the advertising asset. One new dating app has turned to mobile in-app testing to find the answer.

By David Kirkpatrick • May 16, 2016

Mobile SEO tips: What marketers can do to optimize their websites for mobile

Conde Nast's VP of SEO has three pieces of advice for mobile search marketers.

By Natalia Angulo • May 12, 2016

Study: 71% of marketers list CRO as 'very' important to success

The latest research from Ascend2 on conversion rate optimization found that although a large majority of marketers see it as key to success, 61% cite lack of an effective strategy as a barrier to that success.

By David Kirkpatrick • May 12, 2016

Moat, AerServ team up to help brands track video attention metrics

AerServ, a mobile-first video mediation platform, announced a partnership with Moat to measure attention and viewability across digital advertising programs.

By David Kirkpatrick • May 10, 2016

Why marketing executives need to take the lead with data

Marketers are increasingly in control of technology purchases, and that control over those tools comes with a responsibility for turning raw data into usable information.

By David Kirkpatrick • May 9, 2016

Brands are sharing data to compete with Google, Facebook and Amazon

Data is the lifeblood of digital marketing and brands are finding value in sharing data with each other in an effort to offset the data advantage held by Google, Facebook and Amazon.

By David Kirkpatrick • May 3, 2016

Qubit looks to tackle the marketing, e-commerce tech divide

Qubit, a startup founded by ex-Googlers, launched a tool called Adaptive Targeting that taps marketing and e-commerce technology for segmentation.

By David Kirkpatrick • April 29, 2016

Study: Predictive analytics improves demand generation in B2B

Research from Radius found predictive analytics improved meeting demand generation objectives 55% of the time, compared to 30% of respondents who do not apply analytics.

By David Kirkpatrick • April 29, 2016

TruConversion is offering its CRO tools at no cost

TruConversion is allowing marketers to sign up for free access to its conversion rate optimization tools that include funnel analysis, micro-surveys and data analytics.

By David Kirkpatrick • April 28, 2016