Posts in Data & Analytics

Improved targeting and real-time reporting seen as main benefits of working with DSPs: report

In a competitive real-time bidding marketplace it is important for demand-side platforms (DSPs) to deliver a high level of service and manage client expectations, however our new Online Advertisers Survey Report suggests that this isn’t always the case.

On the plus side though, marketers also appear to be pleased with the targeting and reporting capabilities that DSPs can offer.

In fact, improved targeting was cited as the main benefit (67%) of working with DSPs, followed by real-time understanding of campaign performance (53%) and the ability to buy at impression level (53%).


10 simple tips for improving mobile form UX

UX design in ecommerce is largely about reducing the impact of any points of friction and making the experience as pleasurable as possible for your users.

One aspect that is ripe for causing friction is form design, as it’s quite natural for users to find the process tedious.

Therefore site owners have to take care to make forms as simple as possible for their users and reduce any unnecessary barriers or the need to re-enter information.

This process is even more important for mobile commerce as the small screen size makes form filling quite fiddly and increases the likelihood of site abandonment.

Luckily there are a few simple rules that designers can follow to limit user frustration, and we’ve previously highlighted how these apply to desktop.

However the rules have to be adapted for mobile, so here are 10 simple tips for improving the UX on mobile forms.


Google announces 14 new analytics features

Yesterday's Google Analytics Summit contained 14 new product releases, with perhaps the most interesting being the ability to view demographic data. 

The Google Analytics blog has a rundown of all the new features, but here are a few of the most significant... 


10 Econsultancy posts from September to improve your knowledge (and three for fun)

I've started rounding up notable posts each month, with aim of ensuring our dear readers never miss a useful article, or a blog post that can make you feel a bit more of a jedi.

Here's the roundup from September, with 10 posts for you to bone up on SEO, analytics and the like, and three posts to sit back and enjoy with coffee.

You're welcome.


Preparing for the W3C's customer experience data standard

The W3C is the global body setting standards for the web.  In the past its helped to codify vital online standards such as HTML and CSS but its yet to tackle the issue of the many different types of marketing data that websites now produce and manage.  

This is now set to change with the introduction later this year of a new digital data standard that has the potential to revolutionise the way that every website handles marketing data.

It promises to massively simplify the process of rolling out new marketing, analytics and personalisation technologies, but what do site owners need to do to be ready for this revolution?


Improved performance and reduced wastage seen as main benefits of real-time bidding

The benefits of RTB (real-time bidding) are something that’s often debated in marketing circles, as though it has obvious advantages in allowing advertisers to name their price for specific users RTB is criticised for relying on poor ad inventory and resulting in inflated prices.

But regardless of where you stand on the relative pros and cons of RTB, it’s fair to say that the technology has fundamentally altered the way that online advertising is bought and sold.

Our new Online Advertisers Survey Report asked 650 advertisers and agencies about the benefits of real-time bidding and found that more than half of advertisers see improved performance (62%) as the main advantage.

This was followed by reduced wastage (54%), lower cost per acquisition (53%) and better targeting capabilities (46%).


Creating the culture part two: skills you need to implement marketing automation software

Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.

To find out how you can do that, read the next in this this two-part blog post series. 

In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.


The nuts and bolts of programmatic marketing (part three)

My last post covering the mechanics that underpin programmatic media provoked some interesting questions.

In particular, the following comment...


Why Twitter may be set to take Facebook's crown

With news in the tech, marketing and startup world dominated by Twitter’s impending IPO, many commentators and potential investors are asking themselves whether they should jump in feet first or wait to see if we have another Facebook IPO on our hands.

Up until recently, there were pretty much two common expressions to illustrate the idea of something that doesn’t exist: hen’s teeth and unicorns.  

In 2013 we can now also add 'advertisers that acquire new customers from Facebook' to this list.


Google's keyword data apocalypse: the experts' view

Yesterday it emerged that Google is planning to encrypt even more organic search queries, thus removing even more search keyword data from sites. 

The already tricky task of measuring natural search data has been made even harder by this latest move. 

I've been canvassing opinions of search marketing experts on the latest move from Google...


Time to say a last goodbye to organic keyword data?

There are lots of reports around the web right now that Google is redirecting all traffic to the HTTPs (secure) version of its site. 

Search Engine Land explains that this may be an attempt to block NSA spying, or perhaps to increase ad sales. Who knows?

What does seem certain is that the amount of organic traffic which is encrypted has leapt up over the past month, and more so over the last day or so. 

Festival of Marketing

Multichannel challenges for modern marketers and how they can be overcome

Designing and implementing an effective multichannel strategy is a massive challenge for businesses, but one which also has the potential to deliver huge rewards.

It requires companies to be able to break down siloed ways of working and join up disparate data sets to deliver coherent, personalised customer experiences across numerous channels.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.

So to find out more about how businesses should approach multichannel marketing, I spoke to Silverpop senior marketing director John Watton...