Posts tagged with Analytics

URL vs social media tracking

Why marketers are failing to track 87% of their content shares

Although most brands confine their analysis of social sharing to share buttons and email newsletter tracking, our latest experiment shows that 87% of all shares are made through copy-and-paste direct from the address bar.

Unfortunately, there hasn’t been an easy way to track this data, until now.

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Analytics approaches every marketer should know #4: Prescriptive analytics

One of the vast, underexplored opportunities of digital marketing is that, with the right data, marketing performance can be improved automatically in ways which marketers cannot foresee.

To make this happen, though, marketers need to use analytics, specifically prescriptive analytics, which we discuss in our fourth and final post in the series.

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Analytics approaches every marketer should know #2: Diagnostic analytics

In the first post in our series on analytics, we discussed descriptive analytics which you can use to keep others informed about what has happened.

The next step on your analytics journey is to discover why something has happened, and for that you need diagnostic analytics. Here's an overview of the practices including an example, a step-by-step guide and some best practices.

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Analytics approaches every marketer should know #1: Descriptive analytics

The term analytics is rooted in the ancient Greek word for 'breaking up' or 'setting free' and was intended to indicate a transformation of something complex into something simple which everyone could understand.

With that in mind, it's funny that analytics itself is now widely regarded as complex, difficult and something best left to the experts.

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Five ways marketers can use analytics to combat ad fraud

Data from ad campaigns has, in some ways, never been so important.

Data has become the way marketers know whether the brand messaging is right, what drives customers to purchase and where they should advertise in the future.

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Three key marketing skills for 2017

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.

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graph of cx analysis

If getting data in order is the first challenge of CX, we've got a long way to go

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?

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Why there should be more plaudits for digital audits

Why there should be more plaudits for digital audits

Now do you think we’re sexy?

Let’s be honest, digital website or media campaigns audits don’t sound all that sexy.

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chart

Four big brands on the state of digital analytics

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..

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Measurement and Analytics Report 2016: Four key challenges in dealing with data

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.

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cart before horse

Without data & analytics strategy, are you putting the cart before the horse?

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?

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data storage

20% of marketers have created an actionable 'single customer view'

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.

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