Increasingly, websites are evolving into ecommerce platforms. This shift alters the role of analytics platforms from simply being diagnostic tools or means for measuring page views to vital ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Beth Sanville, SVP, Analytics, Merkle.

Customer journey analytics not only measure the effectiveness of customer experiences (CX), they also help guide and optimize customer journey mapping, making sure customers stay on the path toward ...

The digital analytics industry has expanded rapidly, yet it continues to face a persistent challenge: explaining why customers behave the way they do. Despite widespread adoption of sophisticated ...

To effectively track customer retention and ensure growth, customer experience (CX) leaders must have a clear view of customer retention as a basic statistic, as well as lifetime value (LTV). By ...

Overview: AI-powered marketing analytics tools enable brands to move beyond basic reporting and leverage predictive insights, ...