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Research: Three lessons from the most successful marketers

A new study, conducted in partnership with Google, explores how the use of data and analytics within modern marketing is evolving to accommodate a fluid, changeable reality.

The study (The Customer Experience is Written in Data) uses the insights of more than 700 executives at large consumer-focused brands to look for advantages to be gained and pitfalls to avoid in creating and executing a marketing data strategy.

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11 impressive influencer marketing campaigns

We’ve been talking a lot about influencer marketing on the blog lately.

From common mistakes to tips on finding the right micro-influencer – it’s easy to wax lyrical about the idea. But what does successful influencer marketing really look like? 

To give you some proof that it can be an effective strategy for brands (and not just a buzzword) here are 11 campaigns that are undeniably great.

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Screenshot of ASOS US Affiliate page.

A dive into the murky, but very important world of affiliate marketing

In 2007 founder and then ASOS CEO Nick Robertson called the affiliate business to order, describing some of its members as “grubby”.

10 years on the affiliate business is bigger, more reputable and driving good ecommerce sales. But it is still a business that is cloaked in a shroud of secrecy and invisibility.

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Channel 4 on the future of TV, personalisation & GDPR

Sarah Rose is Director of Consumer Insights at Channel 4. I caught up with her to discuss all things personalisation.

It's an incredibly exciting time to be working in TV, and Rose gave me some insight into emerging trends amongst audiences, as well as the work the company is doing to curate its content for users.

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A day in the life of... director of digital at a creative & marketing agency

Adam Edwards is our Day in the Life interview this week. He's director of digital at SMSW Media, an independent agency in Surrey, and his varied role includes plenty of work with Middle East clients.

If you're looking for a new role yourself, don't forget to check out the Econsultancy jobs board. If you're an Econsultancy subscriber, you might want to test your knowledge beforehand with our Digital Skills Index.

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The funniest digital stories from the last week

It's a cultured roundup of funnies this week, including Venn diagrams, sumo wrestling and Tinder.

Enjoy!

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10 sizzling digital marketing stats from this week

What better way to round off this week than with a sizzling set of digital marketing stats? Best enjoyed with an ice-cold beverage, that is, just in case you get too overheated.

This one includes news about Netflix, email marketing, social habits, and much more. You can also download the Internet Statistics Compendium for a tonne of extra facts and figures. 

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Five lessons retailers can learn from Wayfair’s Instagram channel

Wayfair, the US-based home ecommerce retailer, has enjoyed continuous growth over the past couple of years. It recently announced a 32% increase in direct retail sales year-on-year for Q1 2017. 

Another significant point of growth for Wayfair has been its presence on social media.

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An email personalisation planning template (with brand examples)

There's a sentence in Econsultancy's Email Marketing Industry Census 2017 that leapt out at me.

It reads, "True personalisation at scale remains elusive for many businesses, though more companies are starting to reap the benefits."

In this article I'll look at where marketers are going wrong and give a simple planning template for email personalisation.

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“It was a great campaign. It cost me $2M”: A discussion on EMV and social media measurement

I recently had a fascinating conversation with the CMO for a global multi-brand consumer goods company on the measurement of social media performance and in particular about EMV (Earned Media Value).

Here is a fairly accurate transcript of that conversation.

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Using data to improve your mobile conversion: A simple but effective approach

Delivering a step-change in mobile revenue isn’t easy, but a clear understanding of your user journey gives you a head start.

The key? Break the journey down into meaningful micro-conversions, then benchmark these to prioritise and unlock the biggest opportunities.

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Should sales be used to measure the ROI of influencer marketing?

As influencer marketing gets more sophisticated (and expensive), the demand for reliable measurement of ROI is increasing rapidly.

Are you measuring the value of your efforts the right way?

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