Posts in Data & Analytics

The four types of 'always on' consumers and their digital traits

Identifying customer personas can help businesses to segment their audience and increase conversions with targeted promotions and personalised web experiences.

To this end, new research by Experian has identified four distinct types of connected consumers that it identified as ‘always on.’

This includes consumers who constantly connect with friends and family, and consume various types of digital content from internet-enabled devices.

The results came from a national survey of more than 6,000 US consumers that explores the platform and device preferences, media consumption habits and the online and offline behaviours of ‘always on’ connected consumers.


Slow page speed: what to measure, how to measure, and how it’s affecting your ecommerce channel

A recent article on the Econsultancy blog discussed the issue of page load times getting slower with some helpful tips on what can be done to help speed things up.  

The article stimulates other questions that I thought it would be interesting to tackle in more depth. 


Five ways a data layer can help your website

The World Wide Web Consortium (W3C) is working to release a global data standard for the inclusion of a data layer to sit on top of your site that will help improve developers’ lives in a variety of ways.

This isn't a topic that generally gets much coverage, so what is a data layer?


What do search marketers think of Enhanced Campaigns?

Back in February Google announced that it was overhauling the way AdWords worked with the rollout of Enhanced Campaigns.

It’s a catchy name that makes the new system sound like an upgrade on the old model, however there was some disquiet among paid search marketers as Google has essentially removed the ability to run PPC campaigns targeting specific devices.

After an initial grace period Google finally forced everyone to begin using the new system in July, and you can find out more about the switchover in our Enhanced Campaigns migration checklist.

To get further insight about the perceived impact of Enhanced Campaigns, we asked more than 500 search marketers for their opinion of the switchover as part of the new Econsultancy/NetBooster UK Search Engine Benchmark Report 2013.


10 interesting digital marketing statistics we've seen this week

Here are some of the most interesting digital marketing statistics we've seen this week.

Statistics include email marketing, online travel agents, tag management, Google+, data collection and ecommerce site speed.

For more digital marketing statistics, check out our Internet Statistics Compendium.


Personalized jewelry, personalized email: How Limoges raised revenue per email by 300%

Although sales in the fine jewelry and better watch category declined in 2012, you wouldn’t know it from looking at the ledger of Limoges Jewelry, maker of personalized products such as class and couples’ rings.

Okay, so this online retailer doesn’t hawk fine jewelry, but a 300% increase in revenue and year-over-year (YOY) email sign-up growth of 100-400% and a 99% deliverability rate (you get the idea) is nothing to sneeze at.


Tripadvisor is most visible travel site in organic search: report

Booking a holiday involves a huge amount of research finding the right destination, picking accommodation and flights, reading reviews, and finally making a booking.

Therefore search marketing in the travel industry is both incredibly competitive and complex.

A new report from Epiphany looks at which travel sites are the most visible websites across Google’s paid and organic search results, where visibility is defined by ‘paid visibility’ and ‘SEO visibility’ scores.

It shows that Tripadvisor is the most visible brand, with travel aggregator sites featuring prominently in the list.

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Censorship or surveillance: which keywords are flagged in China?

What do censorship and surveillance programmes look for? What can this tell us about internet usage in China?

Can we contrast with the perceived surveillance state of the West? What are the implications for a company in the Chinese market?

Unsurprisingly, there are lots of questions still to be answered about the state of the internet in China.

First Monday has this month published a very interesting paper, presenting an analysis of data from a year and a half tracking the censorship and surveillance keyword lists of two instant messaging (IM) programs used in China.

I thought it would be useful to sum up what Crandall et al. found, so you don’t have to read the whole thing. Although this study looks at IM clients, there are certainly findings that can be extrapolated across public services, such as Baidu and Sina Weibo.

Facebook New Analytics Walkthrough

Facebook’s new analytics tool: is it any good?

Facebook has recently begun beta testing updated page analytics with a swanky new look.

I’ve been playing about with the new system over the weekend, and while there’s plenty to be said for the new aesthetic, is there really any more useful insight on offer here?

Let’s take a look...


Just 20% of businesses tie data collection to business objectives

Only one-fifth of businesses (20%) have a company-wide strategy that ties data collection and analysis to business objectives, according to a new report Econsultancy and Lynchpin.

The Online Measurement and Strategy Report has tracked the extent to which data and business objectives feed into one another since 2009, with the results remaining fairly consistent for the past five years.

The proportion of companies who claim to be working a strategy has remained at around 60% since 2009, which indicates that these companies aren’t having much success at achieving their objectives.


Six useful case studies on where to place your CTA to maximise conversions

There are many factors that influence the design of your call-to-action and it’s certainly a feature that benefits from extensive testing and tweaking.

It’s likely that it’s an area that is somewhat neglected though, as our new Adobe Digital Marketing Optimisation Survey found that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimisation activities, despite the fact that a small uplift in conversion rates can translate into thousands of dollars of extra revenue.

Aspects such as the size, wording and colour can all impact clickthrough rate and conversions, but placement is potentially one of the most important factors.

Traditional wisdom states that the CTA needs to go above the fold so that potential customers can’t avoid it, but as these case studies show that isn’t necessarily always true...

Real time customer data - ready to eat?

Real time customer data: ready to eat?

In our first post 'real time customer intelligence, right here, right now?' we raised the idea that some savvy marketers have been getting the right message to the right person at the right time for years – we call them ‘Shopkeepers’. 

But the ‘recent’ explosion of marketing channels has brought about some fairly complex challenges that even our friendly shopkeeper would struggle with.

So how in today’s connected world can we serve and delight thousands of smart customers on different channels and different devices all at the same time?

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