As marketers advertise in more and more digital channels, more and more marketers need ways to gauge the value of those channels and calibrate their media spend proportionately. To do that, they need cross-channel attribution technologies, which are sorely lacking (as anyone checking out an industry conference will be surely attest).
Startups often take shots at big established players to position themselves as competition. It’s a way to get noticed. Analytics startup Mixpanel has taken a similar tact since launching in 2009 with backing from high-profile startup incubator/accelerator Y Combinator.
Tumblr may be beloved by creative agencies, but good luck giving clients evidence how all those cat GIFs translate into raising brand awareness. Until now. On Thursday Tumblr named Union Metrics as its preferred third-party analytics tool, making it the first social analytics firm to receive the microblogging site’s blessing to track and analyze content across the platform.
Google Analytics is arguably the Google of free site analytics dashboards, but that hasn’t stopped other companies from developing their own tools, including Yahoo, which today unveiled the Yahoo Marketing Dashboard for small businesses.