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Big Data Data-driven Marketing How To and Best Practice Guides Checklist

Tom Rennell

Why Your Marketing Data Doesn’t Match (and How to Fix It)

Apr 2, 2026

If you’ve worked with marketing data for any length of time, you’ve probably experienced the same moment. You open two reports that should show the same numbers. But they ...
Thought-Leadership Artificial Intelligence

Tom Rennell

Marketing Predictions for 2026: Where AI Delivers and Where It Breaks

Dec 18, 2025

If 2025 was the year marketers finally got hands-on with AI, then 2026 promises to be the year that marks a shift from experimentation to execution. At least, this was a ...
Thought-Leadership Artificial Intelligence Generative AI Data Democratization

Tom Rennell

Why Model Context Protocol (MCP) Is Key to AI-Driven Marketing Data

Jun 3, 2025

AI is changing how marketing teams work with data. We’re moving away from dashboards and toward smart, AI-powered tools that don’t just give you answers. They remember what ...
Data-driven Marketing Thought-Leadership Generative AI Data Democratization

Tom Rennell

How Conversational AI Supports Different Roles Across the Business

May 27, 2025

Most marketing teams already understand that conversational AI can make working with data faster and easier. But how does it actually help different roles within the ...
KPIs and Metrics Education What Is

Tom Rennell

What Are Ad Engagement Metrics and Which Ones Should I Be Tracking?

May 16, 2025

Ad engagement metrics show how people interact with your ads. They sit between awareness and outcomes, showing whether an ad captured attention and prompted action. Are they ...
KPIs and Metrics Education What Is

Tom Rennell

What Are Ad Expansion Metrics and Which Ones Should I Be Tracking?

May 8, 2025

In a world where digital ads are constantly battling for attention, ad expansion metrics give you a front-row seat to how users actually interact with rich media formats like ...
KPIs and Metrics Education What Is

Tom Rennell

What Are Ad Delivery Metrics and Which Ones Should I Be Tracking?

May 1, 2025

In digital advertising, getting your message in front of the right audience at the right time is everything. But how do you know it actually happened? That’s where ad ...
KPIs and Metrics Education What Is

Tom Rennell

Top 10 Video Marketing Metrics You Should Actually Track

Apr 25, 2025

Video is no longer a background supporting asset. Today, it is central to how brands educate, persuade, and convert audiences across channels. In the last decade the ...
Artificial Intelligence

Tom Rennell

Conversational AI vs. Agentic AI: What Marketers Need to Know

Apr 15, 2025

AI is changing how marketing teams interact with data, but not all AI is created equal. As solutions evolve, two concepts are becoming increasingly important: conversational ...
Education How To and Best Practice Guides Data Management Data Governance

Tom Rennell

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 What Is CPG and Retail

Tom Rennell

What is Retail Media?

Feb 13, 2025

Retail media is transforming the way brands reach shoppers, offering highly targeted advertising within retailer ecosystems. But what is retail media, and how does it differ ...
Data-driven Marketing Thought-Leadership Artificial Intelligence GDPR

Tom Rennell

Marketing Predictions for 2025: The Future Is Here

Jan 3, 2025

Well, that’s a wrap—2024 is winding down, and let’s be honest, it’s been a year full of challenges and surprises. At the start of the year, like clockwork, we shared our ...
Data-driven Marketing Education How To and Best Practice Guides Data Visualization Marketing Analytics

Tom Rennell

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 ...
Data Integration Thought-Leadership Data Access

Tom Rennell

The Perfect Marriage: Marketing Data and Logistics Data

Aug 31, 2022

Marketing and logistics may feel like two very different business areas. What does your warehouse data have to do with your marketing data? Actually, quite a lot! Too often, ...
Marketing Technology Education What Is Marketing Analytics

Tom Rennell

What is Anomaly Detection (and How Does It Help Marketing Campaigns)?

Jul 13, 2022

Handling dozens of ad campaigns on one platform is something any marketer can manage. But when you scale to hundreds of ad groups and thousands of ads, details that can make ...
Marketing Technology Education What Is Artificial Intelligence

Tom Rennell

What Is Artificial Intelligence in Marketing (And How Is It Used)?

Jul 7, 2022

With all the increasing buzz around artificial intelligence (AI) becoming more and more prevalent in the advertising and marketing world. But what does AI in marketing mean ...
Data-driven Marketing Education Cookie Deprecation What Is GDPR

Tom Rennell

What is GDPR and Why is it Important? — A Guide for Marketers

Jun 23, 2022

Data security and the protection of personal information has long been a hot topic in the marketing industry. With data protection regulations such as GDPR spearheading many ...
Marketing ROI Data-driven Marketing Data Integration Data Visualization Marketing Analytics

Tom Rennell

5 Basic Marketing Data Sources Every Marketer Needs to Monitor Daily

May 26, 2022

Staying on top of events for marketers nowadays means they need to closely monitor a constantly growing number of marketing data sources. But how can you identify the ones ...
GDPR

Tom Rennell

2022: Data Privacy Updates

Jan 19, 2022

Nearly four years since the GDPR was passed and no marketer has been left unscathed by the endless parade of data privacy quizzes and refreshers. But beyond that, the impact ...
Marketing ROI Data-driven Marketing Education Cookie Deprecation What Is Marketing Analytics

Tom Rennell

What is Marketing Mix Modeling (and how can it help with attribution)?

Aug 4, 2021

Marketing Mix Modeling is often touted as a potential solution to the increasing difficulty of multi-touch attribution. But what is it and how does it work? With cookie ...
Marketing ROI Marketing Technology Data-driven Marketing Data Visualization Marketing Analytics

Tom Rennell

Google Says “No More Personalized Ad Tracking” - What Does This Mean?

Mar 10, 2021

Google’s recent announcement that it will be dropping personalized ad tracking is perhaps the last nail in the coffin for cookie-based attribution tracking. But, what does ...
Marketing Technology Data-driven Marketing Education What Is Artificial Intelligence Marketing Analytics

Tom Rennell

What is the Difference Between AI and Predictive Analytics?

Feb 17, 2021

Predictive Analytics. AI-powered analytics. Machine Learning. As artificial intelligence has grown more prevalent, these terms are often used interchangeably. So, what is the ...
KPIs and Metrics Data-driven Marketing Education What Is Data Visualization Marketing Analytics Data Gathering

Tom Rennell

What is Data vs a Metric vs a KPI vs a Report?

Feb 11, 2021

Everything you need to know about the difference between data, metrics, KPIs, and reports, and how you can increase the value of data by transforming it into information. ...
Data-driven Marketing Education Data Integration Data Stack

Tom Rennell

ETL – What is it and How Do I Do it?

Feb 10, 2021

Collecting data, cleaning it, and making sense of it, is sometimes a lot to deal with. So how do you take control of data and get it to work for you? The answer is ETL. The ...
Marketing Technology Data-driven Marketing Data Visualization Marketing Analytics

Tom Rennell

7 Changes Marketers Need To Look Out for in 2021

Jan 18, 2021

After the topsy-turvy year that was 2020, we take a look at the most impactful changes that await marketers in 2021. We don’t need to tell you 2020 was a tough year. You ...