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SQL vs No-Code ETL: How To See What Your Data Pipeline Is Really Costing You

Mar 5, 2026

If your marketing data stack runs on custom SQL scripts and hand-built connectors, there’s a good chance it didn’t start out as a grand architectural vision. It probably ...
How To and Best Practice Guides Artificial Intelligence Data Governance Data Quality

Best Practices for AI-Ready Marketing Data: Webinar Round-Up

Jan 22, 2026

Although AI and advanced analytics are quickly becoming non-negotiable in marketing, these tools are only as powerful as the data you feed them. If your marketing data is ...
How To and Best Practice Guides Agencies

3 Agency Best Practices to Build Resilient, Scalable Reporting

Aug 6, 2025

Agencies don’t have the luxury of slow or messy data setups. With dozens or sometimes even hundreds of clients, fragmented platforms, and tight deadlines, every inefficiency ...
Education How To and Best Practice Guides Data Management Data Governance

What is Data Blindness? Best Practices To Set Up Data Notifications

Apr 17, 2025

PING. It’s 8:17 a.m. Slack’s already flashing with a failed import alert. Or maybe a token expiry. Or one of those warnings that feels urgent but isn’t. You ignore it. ...
Education How To and Best Practice Guides Data Governance Data Foundations

Mastering Data Scalability: A Marketer’s Guide to Handling Growth

Mar 20, 2025

Too often, adding new channels, campaigns, or clients into your data mix causes things to grind to a halt. Rigid data architecture can hold you back in a big way and can be ...
Education How To and Best Practice Guides Data Management Data Governance

Data Migration Done Right: 6 Tips To Moving Marketing Data Smoothly

Mar 13, 2025

So you need to migrate some or all of your marketing data, but not sure where to begin? Maybe you’re switching from Google Analytics to GA4, moving your CRM from HubSpot to ...
Education How To and Best Practice Guides

How to Choose the Right Marketing Intelligence Tool: A Complete Guide

Feb 27, 2025

The importance of marketing intelligence cannot be overstated. With consumers engaging across countless touchpoints, today’s marketers are tasked with making sense of ...
Education How To and Best Practice Guides Data Quality Data Foundations

What Is Data Duplication? Examples, Causes, and Best Practice

Oct 17, 2024

In an era where data drives nearly every business decision, maintaining the integrity of that data has never been more critical. The biggest danger to reliable, actionable ...
How To and Best Practice Guides Data Governance

Enterprise Data Governance: The Key to Effective Marketing Data Management

Sep 3, 2024

Enterprise organizations move swiftly, operate globally, and manage immense volumes of data. When well-organized, that data fuels sharper decision-making, more efficient ...
Education How To and Best Practice Guides Data Governance Data Foundations

What is Data Security? A Comprehensive Guide to Protecting Your Marketing Data

Aug 22, 2024

In today's marketing environment, data security has become a core responsibility. Every day, marketing teams work with vast volumes of data on customer information, campaign ...
KPIs and Metrics Data-driven Marketing How To and Best Practice Guides

How To Calculate Customer Lifetime Value (CLV)

Aug 5, 2024

As marketers, it’s easy to become fixated on engagement metrics like impressions or click-through rates. While these are great for gauging your impact at the top of the ...
Education Data Integration How To and Best Practice Guides Data Connectors Data Gathering

API Updates: How To Deal with Connector Maintenance

Jul 31, 2024

Data-driven teams can’t rely on manual integration processes — they take too long to configure, are error-prone, and are difficult to maintain. Automating data integration to ...
Education How To and Best Practice Guides Artificial Intelligence

Unlocking the Power of AI on Business Data: Benefits, Risks, and Best Practices

Jun 28, 2024

Whether you’re a marketer, CMO, or analyst, you'll no doubt be well aware of AI's transformative impact across multiple business areas, from marketing to customer service. ...
Data-driven Marketing Education Cookie Deprecation How To and Best Practice Guides Data Connectors

How to Optimize Google Ads Conversion Tracking With Custom Conversions

Jun 10, 2024

Conversion tracking is crucial for measuring the success of your campaigns. Google Ads offers powerful conversion tracking tools to help businesses understand the ...
Education How To and Best Practice Guides Data Visualization Data Quality

How To Use AI in Data Analytics To Drive Marketing Growth

May 16, 2024

The launch of ChatGPT in November 2022 brought AI into mainstream digital marketing, and the last 18 months have seen a rapid progression in AI technology's capabilities and ...
Education How To and Best Practice Guides Data Visualization Data Quality

Building A Marketing Report: 7 Most Common Traps

Apr 25, 2024

The benefits of becoming more data-driven in your marketing are widely documented. Businesses that put data at the heart of their decision-making consistently outperform ...
KPIs and Metrics Education How To and Best Practice Guides CSR

How to Measure the Environmental Impact of Digital Marketing

Apr 22, 2024

In the modern marketing landscape, sustainability isn't just a buzzword; it's a necessity. The industry is increasingly recognizing the need to understand, measure, and ...
Data-driven Marketing Education How To and Best Practice Guides Data Visualization Data Culture

6 Effective Data Visualization Techniques You Should Know

Apr 15, 2024

Modern marketers often find themselves in an unenviable position, being overwhelmed by data, yet under pressure to make speedy optimization decisions. If this scenario sounds ...
Education How To and Best Practice Guides Agencies Data Stack

How To Choose Your Agency's Data Pipeline Architecture: 4 Setups

Mar 27, 2024

If you work in a marketing agency, then finding the time to understand and implement efficient data tools and architecture can be tricky. It’s one of the things we hear ...
Marketing Technology Education How To and Best Practice Guides Generative AI

How To Get Started Using Gen AI To Solve Marketing Challenges

Mar 14, 2024

Beyond just content generation lies a host of possibilities for Gen AI in addressing marketing challenges. As businesses increasingly leverage generative AI, its potential to ...
Education How To and Best Practice Guides Data Visualization Data Quality

4 of The Top Marketing Analytics Tools

Feb 27, 2024

In the modern marketing landscape, making fast and accurate decisions based on your data is more crucial than ever, helping to drive customer engagement and improve the ...
Education How To and Best Practice Guides Data Transformation Data Quality

How To Create An Effective Marketing Dashboard

Feb 22, 2024

The landscape of digital marketing is complex and fast-paced, with marketers often having to optimize performance around a number of different performance metrics and KPIs. ...
Education How To and Best Practice Guides Data Transformation Data Quality

How To Get Your Data Ready For An Efficient Dashboard

Feb 16, 2024

One of modern marketer's biggest challenges is converting the vast amounts of marketing data they hold into actionable insights. Marketing dashboards offer a solution to this ...
Education How To and Best Practice Guides Data Transformation Data Quality

4 Best Data Mapping Tools

Dec 20, 2023

Data integration is crucial for any business that wants to make data-driven decisions. To deliver clear, actionable insights that drive business growth, you first need a ...
Education How To and Best Practice Guides Data Transformation Data Quality

How To Do Data Mapping Efficiently

Dec 19, 2023

In today's data-driven landscape, marketing teams are often juggling an overwhelming number of data sources, with more than 50% saying they’re managing data from 14 or more ...
Data-driven Marketing Education How To and Best Practice Guides Marketing Analytics

How To Measure Social Media Engagement: Best Practice

Nov 15, 2023

Social media has become an indispensable tool for businesses and marketers, therefore understanding and effectively measuring social media engagement is no longer a luxury — ...
Data-driven Marketing Education How To and Best Practice Guides Data Management Data Governance

Measuring Golden Rules Compliance for Your Digital Marketing Campaigns

Nov 3, 2023

The landscape of digital marketing is a complex, multifaceted terrain where businesses strive to capture the attention of their target audience while outshining competitors. ...
Data-driven Marketing Education How To and Best Practice Guides Finance

5 Steps to Optimizing Your Marketing Strategy for Financial Services

Oct 19, 2023

In today's fast-paced digital world, financial marketers face an ever-evolving landscape where customer preferences and behaviors are shifting rapidly. Customers now expect ...
Data-driven Marketing Education How To and Best Practice Guides Data Analyst Artificial Intelligence Data Management Data Governance Data Gathering

How To Master Your Data Governance With Adverity

Aug 2, 2023

If you’ve been working in marketing or data management for any length of time, you might have come across the term “data governance”. But what is data governance, and why is ...
Education Data Integration How To and Best Practice Guides Data Gathering

7 Best Practices To Move Away From Manual Data Integration

Jun 26, 2023

The effective use of data is essential for businesses that want to gain a competitive advantage. Businesses that are data-driven in their approach are estimated to be more ...
Education How To and Best Practice Guides Marketing Analytics

How To Do a Cohort Analysis: Best Practice

May 31, 2023

Cohort analysis is a type of data analysis that groups users into segments based on common characteristics shared over time. By grouping people into cohorts, you can analyze ...
Education How To and Best Practice Guides Data Management

How to Create a Data Dictionary in 5 Steps

May 26, 2023

With the number of data sources available to marketers increasing, and data getting more and more granular, it’s easy to find yourself under a mountain of unstructured data. ...
Data-driven Marketing Education How To and Best Practice Guides Data Visualization Marketing Analytics

How To Read a Cohort Analysis Chart: Best Practice

May 12, 2023

While being great for a deep dive into customer behavior data and comparing how different groups act over time, cohort analysis can often seem intimidating. Here’s a short ...
Education Data Integration How To and Best Practice Guides Data Gathering

3 Ways of Overcoming GA4’s API Limits in Looker Studio

Mar 7, 2023

If you’re a Google Analytics 4 (GA4) user and pushing your data into Looker Studio (formerly known as Google Data Studio), chances are you’ve been hit by GA4’s API quota ...
Education Analytical Maturity How To and Best Practice Guides Data Culture Data Access

How to Implement A Data Democratization Strategy

Jan 11, 2023

Being able to make data-informed decisions is one of the most powerful competitive advantages an organization can have. For marketing, it can mean the difference between ...
Education Data Integration How To and Best Practice Guides

How to Report on Reach

Dec 20, 2022

For marketing teams, maintaining high-quality data is critical. Just one mistake can mean data ends up doing more harm than good. So, marketers need to be careful when ...
Data-driven Marketing Education How To and Best Practice Guides

How to Compare Campaign Performance Across Regions Using Location Data

Oct 13, 2022

Location targeting and breaking out data by location for analysis is often a key consideration for marketers when advertising online. This data can prove invaluable when ...
Data-driven Marketing Education How To and Best Practice Guides Marketer

How to Measure Ad Viewability: 5 Metrics and 3 Common Pitfalls

Aug 24, 2022

Ad viewability remains a core indicator of advertising effectiveness. Even with advanced targeting, automation, and machine-learning optimization, an ad only matters if a ...
Data-driven Marketing Education Analytical Maturity How To and Best Practice Guides Marketing Analytics

Marketing Data Management: A Guide to Getting Started

Aug 4, 2022

Whenever we meet a new client one of the first things we do is try and decide where on the marketing analytical maturity scale they sit. Where are they on their journey to ...
Data-driven Marketing Education How To and Best Practice Guides Marketing Analytics Data Culture

Data Storytelling: The Best Path to Sharing Data and Insights

Aug 2, 2022

Data storytelling is an essential skill for marketers. However, data storytelling within organizations, especially big ones, can be a challenge. Often insights can be ...
Data-driven Marketing Education How To and Best Practice Guides Data Visualization Data Culture

Top 8 Data Storytelling Methods

Aug 2, 2022

Data storytelling is the ability to communicate insights through data that lead to actions that will positively affect the business. As such, it is fast becoming an essential ...
Marketing Technology Education How To and Best Practice Guides Marketing Analytics

Tag Management: Best Practices for Marketers

Jul 28, 2022

Tags - those wonderful segments of code that give us so much. But, despite being so critical for collecting vital marketing data, too often marketing teams overlook the need ...
Big Data Data-driven Marketing Education How To and Best Practice Guides Marketer Data Culture

Marketing Campaign Naming Conventions Best Practices

Jun 30, 2022

If you manage ad campaigns for a growing or a large business, reporting on those can be a real pain if you haven’t set your campaign naming conventions right. Here’s a short ...
Data-driven Marketing Education How To and Best Practice Guides Data Analyst Marketer Data Culture

How a Data-Driven Company Culture Can Massively Improve Performance

Jun 16, 2022

Every business leader hopes to create and maintain a robust decision support system within their company, especially now in the “golden era” of data. However, even the most ...
Education Events How To and Best Practice Guides

Escape the Reporting Jungle by Using Marketing Analytics Effectively

Jun 2, 2022

At #OMR22 we presented how Deutsche Bahn managed to enhance and future-proof reporting of performance campaigns by using our analytics platform. Out of 1000 marketing ...
Marketing ROI Data-driven Marketing Education How To and Best Practice Guides eCommerce

How to Optimize Your eCommerce Plan for the Golden Quarter

Oct 14, 2021

From strained supply chains to scarcity marketing - check out what our panel of experts had to highlight as things you could optimize in your eCommerce operations before the ...
Education How To and Best Practice Guides eCommerce Data Connectors Data Gathering

What Marketing Data Can I Get From Shopify and How Best to Use It?

Sep 2, 2021

As part of our series on connectors and how to use them, we take a look at eCommerce platform Shopify to see how online sellers can best leverage Shopify data to gain new and ...
Marketing ROI Education Analytical Maturity How To and Best Practice Guides Marketing Analytics

Top 3 barriers to insights-driven marketing (and how to overcome them)

Aug 31, 2021

Following on from our previous discussion on how to build an insights-driven culture, our expert panel discusses what are the biggest barriers to becoming an insights-driven ...
Education Cookie Deprecation How To and Best Practice Guides

How to handle a perfect storm of COVID and cookies

Aug 12, 2021

In our recent webinar featuring guest speaker Tina Moffett, Principal Analyst at Forrester, we explored the joint impact of the pandemic and the third-party cookie ...
Data-driven Marketing Education How To and Best Practice Guides Marketing Analytics

How to build an insights-driven culture in your business

Aug 10, 2021

Continuing our discussion on how to get from data to insights, our expert panel give their top tips on how companies can build an insights-driven culture that leverages the ...
Marketing ROI KPIs and Metrics Data-driven Marketing Education How To and Best Practice Guides Artificial Intelligence Data Visualization Marketing Analytics

How to Enrich Your Marketing Dashboards with Proactive Insights

Jun 2, 2021

Moving one step forward from just tracking KPIs to dashboards that show future outcomes, based on the intelligence behind the data, may be the only true remaining competitive ...
Marketing Technology Data-driven Marketing Education How To and Best Practice Guides Data Visualization Marketing Analytics

How to Find the Right Balance Between Brand and Performance Marketing?

Apr 22, 2021

Marketers often face a dilemma: how to split the available budget between conversion-focused campaigns and the brand-building ones? Here are the top three tips on how to make ...
KPIs and Metrics Data-driven Marketing Education Data Integration Events How To and Best Practice Guides Data Visualization Marketing Analytics

How to Avoid Headless Chicken Marketing with Mindshare

Feb 3, 2021

Here are the 5 key takeaways from our chat with Mindshare’s Jhon van der Ceelen on how to properly formulate and connect KPIs. Last week, we had a great chat with the ...
Big Data Marketing ROI Data-driven Marketing Education Data Integration How To and Best Practice Guides Marketing Analytics

How to Get Ahead of the Competition with Data and Analytics

Nov 11, 2020

Being innovative doesn’t necessarily refer to product innovation only. You can also be innovative in ways how you improve your business based on marketing performance data. ...
Big Data Data-driven Marketing Education How To and Best Practice Guides CPG and Retail eCommerce Marketing Analytics

How to Map Out a Successful Q4 in Retail in a Year Like This

Oct 15, 2020

The holiday season is coming. Will this be a golden quarter for retailers, or will issues peak? If you arm yourself with ideas backed by data, you will win this Q4 more ...
Big Data Data-driven Marketing Education Data Integration How To and Best Practice Guides Marketing Analytics

4 Ways You Can Use Big Data Analytics To Improve Your Marketing

Aug 26, 2020

Modern digital marketers have a wide range of powerful tools and practices at their disposal that can make them more effective than ever before. But there is one practice ...
Data-driven Marketing Education Data Integration How To and Best Practice Guides Data Gathering

How to Defeat Data Chaos with Marketing Intelligence

Mar 25, 2019

More and more executives I talk to raise concerns about data chaos in their organization. Many of them admit to failing to take full advantage of the growing amount of data ...