andrew warren payne

Andrew Warren-Payne

About Andrew Warren-Payne

Andrew Warren-Payne is MD at Market2Marketers. He is a former research analyst and partner content head at Econsultancy.


What are the benefits of multi-touch attribution?

There are an estimated 3.5 million Google searches per day and 1.2 trillion per year. Added to that, the average consumer spend three hours on their mobile per day, with YouTube recently hitting 1 billion hours of viewing per day. 

With all this digital traffic, marketers are having difficulties tracking individual customers across the various channels available.


How is Marks and Spencer using in-store tablets for shopping?

Previously on the Econsultancy blog we’ve reviewed the Marks & Spencer multichannel experience after its site redesign.

And while the market is still out on the new website, we think moving towards an improved digital offering is of critical importance to the company’s longer term success.

Keeping my eye on the retail landscape, one area that has been spoken about is the use of interactive tablets and displays in-store,  and a recent DigitasLBi survey revealed that 43% of internet-shopping consumers had used multimedia shopping aids of this kind

On my wanderings about Oxford Street, I noticed that M&S had quite a few of these dotted around. I thought I would test it out and see what it was like.


Eight key takeaways from Digital Cream Melbourne

Last week I had the pleasure of attending Digital Cream Melbourne, continuing our series of roundtables worldwide where the crème de la crème of client-side digital marketers can share a mixture of their frustrations, challenges, insights and tips.

Following the roundtable discussions and a brief keynote which I presented, the moderators at each of the sessions came together to share their thoughts from the day on a panel.

For those of you that couldn’t be there, here are some key takeaways that I noted.

What’s new for agencies in 2014?

Last week we published our Top 100 Digital Agencies Report, detailing the who’s who of those in the digital marketing industry.

While many of the names are similar, the emergence of new players and the shifting of rankings indicates that the market is still undergoing continuous change.

There is also some discussion about the changing nature of the agency model.

To explore some of these issues, we asked Sitecore’s marketing director Shawn Cabral for his opinion on the opportunities and challenges for agencies in the coming year. His answers are below…

Top 100 UK digital agencies income reaches £1.48bn

Research from both Econsultancy and other sources consistently shows that marketing spend on digital in the UK continues to grow. 

With companies looking to provide the best experiences for their customers and fend off the competition, agencies have been pivotal in driving continuing success in this sector.

The Top 100 Digital Agencies Report, sponsored by Sitecore, ranks agencies according to fee income from their UK digital activities.

The total fee income reported by the top 100 agencies this year is £1.48bn,  23% higher than the fee income reported last year by those in the Top 100.


Planning and strategy for SEO: what should you be thinking about?

If you fail to plan, plan to fail. It would be hard not to apply this to SEO.

That’s why in compiling our SEO Best Practice Guide (which has just been majorly revised), we made sure we went to the experts in this area, so that people can get their organic search efforts off to the right start.

I caught up with some of the contributors to this section to ask them some questions about planning and strategy. They provided me with a huge amount of valuable information.


Eight SlideShare decks to inspire cultural change

There is one true irony that many businesses are yet to understand: business success in the digital age is just as much about people as it is about technology.

Every single roundtable I attend as an analyst seems to confirm this fact.

However, many companies are still getting by with arcane working practices and toxic environments, despite a glaring realisation that companies that do not transform are unlikely to see out the next few decades.

So where should those looking to “shake things up” turn to for inspiration? To assist, I’ve selected a few Slideshare decks on culture that I hope will inspire those at the highest rungs of business to wake up and smell the coffee.



10 excruciating signs your organisation is digitally deficient

At Econsultancy we’ve discussed several times what the elements of digital culture are and why it’s good for business.

But we’ve never really covered what is really horrendous, quite possibly because we do like to focus on the positive whenever we can.

Today, I’m going to focus on the signs that show your organisation is desperately behind the times, because unfortunately such issues are rife in many corporate environments today.

If your organisation has any of the below, chances are they are irritating people beyond all comprehension, getting in the way of work and have no genuine utility behind them. 

Banish these things immediately, or make a quick buck by shorting the share price of the offending institution.

Read below. I accept no responsibility for any migraines you suffer…