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»marketing analytics

Brands Lean On New Attribution Tech – Just Don’t Call It MTA – As Budgets Split To New Channels

A rose by any name will smell as sweet, sure. But attribution by any name doesn’t work the same. Marketers are trying to figure out how their ad budgets are actually working for them. Just don’t call it multitouch attribution (MTA). Or perhaps don’t call it attribution at all. Madan Bharadwaj, co-founder and CTO of… Continue reading »
by James Hercher // May 17th, 2022 //
»
Hitwise Shuts Down Less Than A Month After Jumpshot Closes Shop

It’s a rough time to be in the clickstream data analytics biz. On Tuesday, Connexity-owned Hitwise announced that it would cease US operations. The closure is “due to events outside of our control,” Hitwise said on its homepage. “This is a very sad time for us at Hitwise after 20 years of operations providing first-to-market… Continue reading »
by Allison Schiff // February 18th, 2020 //
»
Cannes Lion Parent Ascential Invests In Marketing Analytics Firm Jumpshot

Ascential, the company that owns the Cannes Lions festival and MediaLink, just bought a slice of the ad tech ecosystem with a 35% stake in marketing analytics company Jumpshot. The investment, worth $60.8 million, values Jumpshot at nearly $173 million. What does the parent company of ad land’s favorite international get together want with a… Continue reading »
by Allison Schiff // July 22nd, 2019 //
»
Intel Analyzes Clickstream Data For A Look Inside The Full Funnel

Intel has a product to sell, but it’s not a retailer. And that’s where campaign management gets tricky. The chip manufacturer has long partnered with retailers and ecommerce sites like Walmart, Best Buy, Target and Amazon to sell laptops and desktop computers with Intel processors inside. Intel, which doesn’t sell consumer-facing hardware on its own… Continue reading »
by Allison Schiff // July 12th, 2018 //
»
Spirit Aims For New Heights In The Airline Experience

As one of the largest ultra-low-cost carriers in the US, Spirit Airlines became synonymous with nickel and diming passengers for anything beyond a basic seat. But with a recent CEO change and a planned site relaunch this fall, Spirit is also trying to become more data-driven to improve customer retention and new passenger acquisition. “We’re… Continue reading »
by Kelly Liyakasa // August 17th, 2016 //
»
Merkle Acquires Pointmarc To Merge Media And Marketing Analytics Services

Database marketing and CRM agency Merkle has acquired performance marketing agency Pointmarc, a Seattle-based digital analytics consultancy. Terms were not disclosed. The deal is the latest in an acquisitions spree for Merkle, which acquired paid search and social agency RKG last July and earlier bought Chicago digital agency New Control, design firm 5th Finger and… Continue reading »
by Kelly Liyakasa // April 7th, 2015 //
»
In A Web Of Marketing Data, The ‘Translation’ Layer Emerges

More marketing platforms are getting into middleware – acting as a translation layer between a server and applications. One example is Acxiom, which tries to position itself as a neutral connector between online and offline data sources. Another one is Beckon, which recently raised $13 million in Series B funding led by Venrock to act… Continue reading »
by Kelly Liyakasa // February 23rd, 2015 //
»
Scripps’ Digital Chief Refuses To Be ‘In the Business of Churn’

As SVP and chief digital officer for The E.W. Scripps Company, Adam Symson oversees the development of media and advertising products and services in more than 20 markets. His main focus is to enhance the company’s marketing and media product development through Web, mobile and connected TV platforms. Earlier, as a vice president of interactive… Continue reading »
by Kelly Liyakasa // July 15th, 2013 //
»
 

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