Matthew Whitehead

About Matthew Whitehead

The top four applications of Big Data in marketing

Marketers live in a world that is creating 2.5 exabytes of data each and every day.

This provides both a challenge and an opportunity to marketers. How can they process and harness big data in faster and more innovative ways to deliver deeper insights and improved business performance?

Seven paid search features local marketers should be using

Local marketers now have many tools to consider when using paid search that go beyond simply bidding on keywords for ads to appear. 

Google and Bing have built out advanced functionality in their platforms over the last few years that can help search engine marketers drive engagement with consumers at a local level.

Yet even the more experienced local marketers are not making use of all of the available options.

I’ve grouped together seven of the most useful paid search features below.

Linking digital audience data to drive conversions

Audience targeting is not new. However, the increasing complexity of the buying cycle now makes it much more challenging to execute.

How can marketers join the dots to find and engage desirable audiences?

What’s been happening with Facebook’s mobile app ads?

Mobile apps are now a key part of the mobile marketing armory.

And as Facebook has become an increasingly mobile company it has invested in developing its mobile app ad format which is designed to drive app downloads from Apple’s App Store and Google Play.

How to benefit from the Facebook post lifecycle

Facebook and other social networks are re-organising how consumers experience the web, centring it on their personal connections and activities.

This is blurring the lines between branded content, paid advertising, and consumer conversations.

Marketers therefore need to integrate owned, paid and earned social media strategies.

Six ways to optimise your search marketing for Christmas

With Christmas make or break for retailers how can they make the most of their paid search budget in the run up to the big day?

In these ultra-competitive times the peak Christmas period can be make or break for retailers. With up to 40% of sales happening around this time, under performance doesn’t just harm your company,  it could be fatal to your business.

Paid search is a proven way of delivering buyers to your website, but how do you maximise its impact, while minimising costs?

Based on Kour experience there are six steps to optimising your search engine marketing for Christmas success:

Facebook ads undervalued by last click

Last click attribution models undervalue the contribution of Facebook ads by up to 30% in cross-channel advertising campaigns.

The last click attribution model, which credits the last ad clicked before a sale or other conversion with all the value for that conversion, is still widely used to measure the contribution of advertising.  

However, a recent Kenshoo study focused on Facebook advertising helps expose its weaknesses.