This quick guide looks at techniques for measuring digital marketing effectiveness in an increasingly customer-centric market, and discusses strategies for success amid technical and regulatory industry changes.
Research, Trends and Best Practice
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
A quick guide covering the main areas that marketers should consider when setting their measurement strategy, including the benefits of calculating ROI, how to select the right ROI model and getting to grips with data.
UK advertisers are planning to cut-back on offline media in favour of digital spend, as the recession puts increased pressure on budgets. This is according to research from ISBA and Ebiquity, who surveyed 59 brand advertisers (which included three of the UK’s top 10 by spend and 11 of the UK’s top 50). Sixty nine […]
Machine learning can unravel customer journeys and unify data hidden in silos to finally give marketers clearer vision on how to optimise ad spend.
As we look ahead to 2021, the advertising industry’s attention is turning once again to a world without cookie-based measurement and targeting. How should the industry adapt, and what trends will come to the fore? We asked some experts in data and advertising for their predictions.
With some of our clients seeing as much as two times the revenue in the Facebook Ads interface as Google Analytics for the same campaigns, you could come to the conclusion that Facebook is overstating conversions for their channel. But are they?
In early 2019, there was alarm about the potential impact of Safari’s Intelligent Tracking Prevention (ITP) on marketing analytics, including Google Analytics.