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Posts tagged with Measurement

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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 analyts 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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Seven big challenges facing healthcare marketers

Despite the fact that there are more ways than ever to target and reach audiences, marketers face numerous challenges. 

And perhaps few face the number of challenges that confront healthcare marketers.

Here are seven of the biggest that this group must contend with.

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Cross-device

Cross-device measurement: what to look for in a solution

Whilst multi-device consumption is quite typical, for a marketer these usage patterns can be difficult to navigate and gaining a clear view of the user journey can be challenging.

So, how to improve cross-device measurement and deliver a seamless brand experience, with relevant, timely messages to audiences across all screens?

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ziggurat

PPC for beginners - the seven levels of campaign tracking

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.

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Advertisers willing to shift spend over viewability: report

Is there a disconnect between what marketers say and what they do? When it comes to the viewability of their digital ads, it appears the answer may be yes.

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Marketers advance measurement agenda in Australia and New Zealand: report

Marketers in Australia and New Zealand are becoming more advanced when it comes to measurement, although there are still concerns around an inability to measure return on investment (ROI).

This is according to our new report titled ‘The State of Digital Marketing in Australia and New Zealand’ in partnership with Marketo.

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Moving from data to action: report

You can collect and store every bit of data available to your website, but if you’re not actively using it to refine the customer experience, then you’re seriously missing out on huge opportunities for growth.

According to our latest report, Measurement and Analytics 2015 produced in partnership with Lynchpin, two in every five companies (40%) say more than half of their collated analytics data is useful for driving decision-making.

This optimistically represents an 8% increase since 2014 and is the highest proportion of companies since 2012.

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Three key takeaways from our new Measurement and Analytics Report 2015

Data is helping companies to become more customer-centric but many still lack a strategy.

This is according to our new Measurement and Analytics Report 2015 produced in partnership with Lynchpin.

The vast majority (86%) of our surveyed companies indicate that their “understanding of customers is increasing over time”, while more than half (55%) “use data effectively to build their understanding of customers”.

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60% of ANZ brands increased their digital marketing budgets for 2015: report

Digital marketing investment is on the rise in Australia and New Zealand, according to our new report titled ‘The State of Digital Marketing in Australia and New Zealand’ in partnership with Marketo.

The survey of nearly 500 client-side and agency marketers studied the extent to which brands in this region are increasing their marketing budgets across a range of digital channels and technologies.

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The three biggest discussions driving content strategy transformation

The focus and opportunity around content is causing organisations to reassess their businesses at a variety of levels. 

Content marketing has been identified as one of the most exciting opportunities for marketers today, based on the Digital Trends for 2015 report.

The growth of corporate blogs, podcasts and increased focus of video are some of the more obvious manifestations of this.

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Onken Yogurt - Just Good News

Social ROI: how to measure the value of social media

Marketers are investing more in social media yet many are struggling to effectively measure the business value of their activity.

The volume and real-time nature of social media metrics, as well as the multitude of analytics tools available, is overwhelming and can make social media simultaneously the most measurable channel and the one that is most difficult to measure.

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Measurement

Can marketing attribution models save PR measurement?

The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet. 

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