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Marketing Analytics

B2B marketers have become more data-driven as they strive to track marketing’s performance. This section highlights tools, functionality and solutions for gathering intelligence about the buyer’s journey and applying that knowledge to marketing campaigns.

Marketo Unveils Big Data Architecture Platform

Marketo has announced the public availability of its Engagement Platform, which the company said is designed to reduce the complexity of digital transformation by combining a company’s customer data and touch points into one unified platform. The Engagement Platform, which is now rolling out to Marketo customers, is powered by…

DiscoverOrg Introduces Dashboard Feature For Data Append

DiscoverOrg, a sales and marketing data intelligence provider, announced it has launched AccountView, a new dashboard feature designed to append firmographic and technographic data to existing in-house data, as well as locate lookalike contacts and accounts.

Bizible Updates Custom Attribution Modeling With Machine Learning

Bizible, a B2B marketing attribution solution, announced it has updated its custom attribution modeling with machine learning recommendation capabilities. The new capabilities enable companies to define how marketing touchpoints contribute to a closed deal with a machine learning algorithm, which can recommend models based on historical conversion performance and specified…

Study: 74% Say Better Reporting, Measurement & Attribution Main Focuses In 2017

Better reporting, measurement, attribution and data are marketers’ greatest areas of focus, according to new research commissioned by the Internet Advertising Bureau. A total of 74% of marketers, media buyers and AdTech executives say better reporting, measurement and attribution will command their attention in 2017. The study also found that…
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