Data Management

Here's what we found when we dug into how 6000 companies actually use their data: teams are pulling 230% more data than they did in 2020. But most barely glance at it, let alone turn it into anything useful. ...

AI-ready data isn't about perfection or volume. AI-ready data is about building trust through accuracy, completeness, validity, and freshness. If there's one thing you can take away from this article, it’s: Don't let perfect stop progress. ...

Poor marketing data quality is a quiet force undermining your marketing efforts, but luckily, there are proven ways to turn your data into your biggest competitive advantage using Supermetrics. ...

Working with big data can be simpler than you think, provided you have the proper strategies and tools in place. Let’s go beyond vanity metrics and uncover clearer, more effective marketing insights. ...

This gap between data volume and effective usage points to the need for a better system. Marketing information management. It involves gathering, organizing, and analyzing information from various sources, like research reports, competitor insights, and customer reviews, to inform business decisions, enhance campaigns, and learn more about your audience. ...

You're collecting more data than ever, but you find it difficult to turn that information into clear decisions. And you're not alone: according to our 2025 Marketing Data Report, 56% of marketers say they don’t have enough time to properly analyze the data they collect. ...

A solid marketing tech stack creates unity out of the chaos. In this guide, you’ll learn what a marketing tech stack is, the core components to include, and a step-by-step plan for building one that evolves with your business. ...

With great power comes great responsibility. When you collect and manage data, it's essential to do so with care—because mishandling it puts your customers' sensitive information at risk. ...

We aren’t cookieless yet—but it’s coming, and marketers are freezing up. This is where serve-side tracking can help. Since it allows you to collect and process data on your server rather than relying on users’ browsers, it improves data and targeting accuracy. ...

In this article, I'll walk you through six more use cases, including comment and creative analysis, traffic sources summary, attribution report, and more. ...