Discovering the value of CRO: how to set up best-in-class capabilities
The impact of Conversion Rate Optimisation (CRO) continues to be misunderstood, and its value severely underestimated.
Daniel Gilbert
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How to measure marketing in a world without cookie-tracking
Ready or not, the cookie crackdown is in full effect. The cumulative effect of Intelligent Tracking Prevention (ITP) on Safari, Enhanced Tracking Protection (ETP) on Firefox, and more granular third-party cookie blocking on Chrome are making measuring digital marketing activities increasingly difficult.
How to get the best out of Google and Facebook’s free attribution services
Should we be excited about Facebook Attribution? I certainly think so.
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The duopoly, GDPR and in-housing: What we’ve learned from 2018
What have we learned in marketing and media from 2018?
The division between strategy & execution is meaningless in a biddable world
The differences between the digital and pre-digital era of advertising aren’t as big as many like to think.
Underlying any marketing campaign, there is still (as there was in the past) a big idea that unifies communication across every channel, a distribution plan, an audience strategy, a measurement strategy, and a set of objectives.
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Google Shopping clicks for 20% cheaper in the EU: this is not a drill
Do you remember all that fuss about Google Shopping being anti-competitive?
For those of you who don’t, roughly a year ago the European Commission fined Google €2.4bn for favouring its own shopping comparison service ahead of competitors, and asked it to find a way of levelling the playing field.
12 months later, and we have Google’s answer. And it’s great news for advertisers!
CMOs must adapt to modern marketing (or risk becoming a footnote)
I don’t envy CMOs.
Their job is to be adaptive to an environment of continual change, to differentiate between what’s useful and what’s just a fad, and, most of all, to be generalists in an increasingly complex industry.
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If PPC is a line item on your media plan, you’re not very good at it
Biddable media is not the same as traditional media. You do not do deals, buy it upfront and report on the results later.
In AdWords, for example, you bid on trillions of different data points in a live auction.
So why do I keep seeing PPC as a line on the media plan? It’s a nonsense that weeds out the amateurs.
Why GDPR is great news for marketers and will create a more efficient data economy
As things stand, we are in a situation where the immensely valuable commodity of personal data is being collected by businesses either for free, or for a fraction of its true worth.
What’s more, data is being acquired via non-transparent means, used for undisclosed purposes, and sold without legal obligation to reveal its provenance.
How to get the most out of audience data in programmatic
One of the great advantages of programmatic is access to audience data.
On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year found that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.
You can’t do PPC if you can’t code
PPC is complicated.
An AdWords script to reverse Google’s new ‘close variant’ matching
AdWords is ending exact match. Here’s a script to stop ‘close variant matching’ and keep exact match…exact.
Every so often, Google announces a change to AdWords that has significant consequences for account management.
Last year the big shift was the introduction of Enhanced Campaigns, the main element of which was the merging of desktop and tablet targeting settings and the loss of the ability to exclusively target mobile devices.
Now we’re on the cusp of Google’s latest alteration going live: the removal of strict exact keyword matching.