Author: Sushil Goel

The Past 3 Years Have Been Tough for Digital Ads. How Did We Get Here? The goal of this article is to explain, in straightforward terms, why your digital ads have become more expensive and less effective over the last 3 years.  Then, we want to show you what you can do to combat it. […]

After a 12-year legal battle, Google has agreed to pay $23 million to settle a class action lawsuit brought by consumers who claimed that the company’s search engine shared their queries with advertisers or other third parties without their permission. Originally filed in 2010, the lawsuit alleged that when a Google user clicked on a link in […]

The information in this post is based on and credited to Shopify Commerce TrendsAs we head into 2023, retailers will need to be even more agile and responsive to the changing landscape to stay competitive and continue driving growth. This means adapting to shifting consumer preferences, new market conditions, and rising costs. One major challenge facing […]

The goal of a CDP is to create a single, unified view of each customer by aggregating data from multiple sources and storing it in a central location. When combined with attribution technology, a CDP can provide insights into the customer journey and how different marketing channels and tactics contribute to conversions.  Attribution technology tracks […]

Multi-touch attribution is analyzing and attributing the credit for a sale or conversion to multiple touchpoints in the customer journey rather than just one touchpoint. This can be particularly useful for e-commerce businesses, as it helps marketers understand the effectiveness of different marketing channels and tactics in driving sales. With multi-touch attribution, marketers can see […]

In the rapidly evolving metaverse world, businesses seek ways to enhance customer engagement and drive business growth. One powerful tool for achieving these goals is the Customer Data Platform (CDP). A CDP is a technology that helps businesses manage and activate customer data from various sources to create a unified view of the customer.  In […]

Identity resolution is critical for businesses of all sizes, as it allows them to connect data points related to specific individuals or entities across multiple systems, devices, or platforms.  By doing so, businesses can better understand and serve their customers, improve the accuracy and efficiency of their operations, and identify potential fraud or security threats. […]

Advertising is a crucial component of any business’s marketing strategy. However, effectively monitoring and reporting on the performance of your ads can be challenging, especially as you scale your campaigns and try to reach a wider audience. That’s where a multi-touch attribution platform and customer data platform (CDP) come in. These tools can help you […]

How Google Analytics 4 is Changing its Data Privacy Approach Google has been working on a complete overhaul of GA with a new version called Google Analytics 4 (GA4) to address privacy issues. GA4 is changing the paradigm of how key web analytics metrics are measured and also wouldn’t collect IP addresses and other key […]

Google announced it would phase out third-party cookies in its Chrome browser in 2021, claiming to improve users’ privacy. However, in 2020, Google announced that it was delaying the phase-out of third-party cookies to give marketers and developers more time to prepare for the change. Google’s decision to delay the phase-out of third-party cookies was […]

The world is cracking down on data privacy. How will you get ahead? In the last 30 days, data privacy has seen an unprecedented wave of enforcement actions being taken against several major corporations. The FTC has sued data companies Kochava and Oracle for privacy noncompliance, while California’s attorney general has set a precedent for […]

Finally, a better way to conduct A/B testing. LayerFive is a Customer Data Platform that makes it easy to analyze how effectively your ad dollars are being spent.  In part three of the LayerFive How-To series, we’ll be going over how to determine which of your ad landing pages are performing the best, and which […]