The proliferation of online customer channels created a great opportunity for businesses: access to ever-growing amounts of customer data. But with this opportunity came a challenge: how to combine ...

As retailers strive to develop multichannel marketing operations, they must merge the online and offline data they collect about customers. Consumers shop both in the real world and online, crossing ...

For years, marketers have talked about building a “customer 360,” a complete profile of every customer that includes all of their interactions. This impacts the effectiveness of marketing teams, ...

Modern marketing faces a critical challenge: data fragmentation, leading to disconnected customer experiences and lost sales.

As the industry moves toward greater privacy and accountability, the challenge for media agencies is to find a singular, stable asset that can reconcile fragmented campaign data. What’s needed is the ...

Not all conversions are equal. For businesses that generate leads closed by a sales team, one of the most overlooked methods of unlocking a new tier of Google Ads performance is offline conversion ...

Automotive data company Polk collects and analyzes data related to registration and title information, new vehicle transactions from all the major manufacturers, and even vehicle financing data.

Learn how to set up offline conversion tracking in Microsoft Advertising to include data from outside sources you should factor in for your accounts. Previously, I wrote about how to track offline ...