Data

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data democratization
Data

What does data democratization mean for marketers?

You know by now that we say “data is beautiful” all the time at Funnel – but today we’re changing the record, because data democratization is beautifu...

seo goal setting
Data

Three approaches to SEO goal setting

Tracking results is essential in digital marketing. Not only in advertising and performance marketing, but also in SEO. And while you can track SEO pe...

steps to data literacy
Data

Data literacy: Six actions for data-savvy marketers in 2023

In our recent study, The Marketing Data State of Play 2023, we explored the biggest challenges marketers face with collecting, managing, and analyzing...

Data

How to master data maturity for future success

As we grow older, our worldviews shift according to our lived experiences. We learn how to manipulate the environment around us to help us thrive and ...

Marketing Data

Top marketing KPIs explained

William Shakespeare once pondered the question: “What’s in a name?” The same question could be asked of the multitude of KPIs that modern digital mark...

marketing efficiency ratio
Data

Marketing efficiency ratio – explaining MER in marketing

As a digital marketing professional, you know some metrics matter, and some metrics miss the mark. Marketing efficiency ratio (or MER, for short) fall...

what is incrementality
Data

What is incrementality? The marketer's guide for 2025.

With budget constraints tightening and increasing economic uncertainty, marketing measurement is the guiding light for all those within the industry, ...

vanity metrics in marketing
Data

A better way to think about vanity metrics in marketing

The word vanity is often reserved for those who showcase an inflated sense of pride in themselves. It also indicates that something is empty, worthles...

own reporting data
Data

The importance of owning your reporting data

In July 2019, Google announced their new “App + Web” property, which would later be renamed to Google Analytics 4. Immediately post announcement, most...

powerful ga4
Data

How GA4 improves with other Google products

You’re a smart digital marketer. Which means you already have your Google Analytics 4 account up and running already, right? Of course! One of the fir...