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Econsultancy has conducted research in partnership with Google looking at how enterprise brands are responding to the challenge of measurement in a mobile, multichannel and multidevice world.
This is the first in a four-part series (see parts two, three and four) of articles that presents the top findings from this recent survey of 514 executives at companies averaging more than $1 billion in 2016 revenues.
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..
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.
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?
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.
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.
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.
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.
Data is helping companies to become more customer-centric but many still lack a strategy.
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”.
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.
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.
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.