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Nowadays, marketers need to know so many systems, platforms, formats, and channels that it can be tough to keep up.
As we can't be researching everything all the time, it is important to 'park' some skills while training up on others. As an example, a marketing team may decide to hold steady with their AdWords strategy while spending time and effort on improving how they approach social media.
Though consultants and speakers have been referring to 'data as the new oil' for some time, the phrase has only recently become apt.
The price of oil has fallen since mid-2014 and last year the data industry eclipsed oil revenues ($7.6tn vs $6.4tn).
So, what is the state of customer journey analysis in marketing and ecommerce - how far has the revolution come?
Now do you think we’re sexy?
Let’s be honest, digital website or media campaigns audits don’t sound all that sexy.
At the launch of the 2016 Measurement and Analytics Report, in association with Lynchpin, we heard a panel of customer insight analysts discuss the digital measurement landscape.
Marketers from QVC, The Telegraph Media Group, Thomas Cook Group Airlines and O2 gave us their thoughts on everything from tag management to management buy-in.
Here's what they had to say..
When it comes to gaining customer insight, is there such a thing as too much information?
According to research from our latest Measurement and Analytics Report in association with Lynchpin, a ‘data tsunami’ could be causing companies to lag behind.
Our 2016 Measurement and Analytics survey is in the field and you can take part yourself to receive a free copy of the ensuing report.
Last year, the survey found that fully two-thirds of client respondents have no formally documented analytics strategy.
These marketers are no doubt still attempting to optimise their marketing spend in an ad hoc fashion, so what needs to change?
The single customer view (SCV) is one of marketing's hot potatoes.
Is it really feasible? Well, according to our latest Quarterly Intelligence Briefing: The Pursuit of Data-Driven Maturity (in association with Adobe), 20% of marketers have in fact achieved an actionable SCV.
The survey has thrown up plenty of fascinating data - let's take a look at a little bit of it.
Getting to grips with PPC measurement?
Search campaign tracking can often be unsophisticated, working on a last click model, measuring revenue, transactions, ROI etc.
However, some more advanced marketers measure a bigger variety of variables, including profit margin, lifetime value and phone contacts.
Let's look at the different levels of PPC campaign tracking.
More data is not necessarily a good thing.
It needs to be actionable, providing marketers with insight. If it's not, then perhaps now is the time to invest in new technology.
Digital advertising is big business. It is widely estimated that in 2016 digital ad revenue will top $150bn.
And though it's hard to find figures for what percentage is display globally, in the US around 50% of what is spent on digital advertising is spent on display ads.
'Omnichannel customer experience' and 'single customer view'; two terms that cause many a marketers' eyes to roll.
There's no doubt that these two concepts have been realised by a select few, bleeding edge brands, but they can be trotted out as best practice without much pragmatism.
Econsultancy's Multichannel Customer Intelligence report in partnership with Station10 looks at how brands have tackled the issue of integrating data into their organisations across multiple channels.
I thought I'd treat you to some choice quotes.
Creating personalised messages for rugby fans is difficult.
Though passion drives engagement, it also means marketers must be sensitive - rugby is a large part of life for volunteers, coaches, players and touchline fans.
So, how has the RFU created its CRM strategy and how did the 2015 World Cup affect engagement?