Posts in Data & Analytics

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...


Five practical tips to help you get the most from your social media monitoring

It doesn’t matter if you use social media monitoring tools for consumer engagement, PR, customer service or market research, here are a few tips which can help you focus your activity and get more in return. 

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Five surprising digital data nuggets from the UK

Our Internet Statistics Compendium has seen another bumper update this month, collecting the best freely available data from across the digital spectrum across our easy-to-explore ISC documents.

Perhaps the biggest news on the digital media front in August was the release of the hugely comprehensive Communications Market Report 2013 from Ofcom. 

We look at a good proportion of the report in our latest update, but I wanted to collect several of the findings here – some of which may be surprising, even to those with the keenest eyes on the UK’s digital scene.


How O2 uses advanced analytics for customer retention

Maciej Wasiak, Advanced Analytics Manager at O2 Ireland, will be presenting a session on Data Science at our Crunch data and analytics. event on 10 October in London. 

I've been asking Maciej about the company's use of advanced analytics, how he feels about 'big data', and using analytics for customer retention...


Marketing automation: how it works and why it's important for modern marketers

Marketing automation is a powerful tool for brands as it allows them to create a rich profile of their audience and use targeted marketing messages to help drive conversions.

In order for automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimise marketing messages.

Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.

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 can better understand marketing automation, I spoke to Oracle's EMEA marketing director Sylvia Jensen...

B&Q's omnichannel strategy

Why mobile apps and in-store wi-fi are central to B&Q's omnichannel retail strategy

One of the outcomes of the consumer move towards ecommerce and digital technologies is that traditional ‘big box’ retailers have had to adapt in order to survive.

Many businesses that once relied on giant retail warehouses have needed to downsize their physical properties and move towards an omnichannel retail model that integrates digital and offline sales channels.

To find out more about B&Q’s strategy I spoke to director of omnichannel Michael Durbridge, who will also be speaking at Econsultancy’s JUMP event on October 9.

mobile strategy

Mobile strategy for small businesses in three easy steps

At a time when plenty of major corporations are still struggling to come up with an effective mobile strategy it’s no surprise that small businesses may find the mobile space a bit daunting.

Where does a small business begin when embarking on a mobile strategy? Do they opt for an app or a mobile site? And how much does it all cost?

At Brighton SEO last week Distilled’s Bridget Randolph tried to answer all these questions and give small businesses a helping hand with their mobile strategies.

social analytics

Eight useful tools for testing social marketing

The time and effort spent in coming up with creative, interesting social content is all for nought if Facebook posts and tweets are published at a time when nobody is listening.

Therefore marketers need to test and analyse their social activity to work out the most effective types of content as well as the optimum time of day to post updates. 

In a talk at Brighton SEO last week Moz director of community Jennifer Sable Lopez ran through a number of useful tools that can help marketers to test their social campaigns and content strategies, highlighting the best use cases for each one.

Here’s a quick run through of some of the tools Lopez recommended...

surprised? I was!

OMG! you mean RFM is useful?

Those of an analytical/numeric persuasion in marketing can often be heard wittering on about 'RFM scores' and 'quintiles', and much of the time these ideas feel like something completely irrelevant to the “real world”…

…but a couple of weeks back I had a real OMG! moment, when I had a stark lesson in just why these ideas matter, and how powerful they can be.

Blue Website Crawler

How to make website scraping easy

September is here again and the kids are back to school.

We thought we'd also go 'back to basics' and explain how retailers can simplify their data extraction process.

Web scraping is a way of extracting data from websites. Rich data extraction ensures that the most comprehensive product information is extracted from the retailer’s ecommerce site.

This ensures that the data remains accurate and up-to-date and leaves less room for error.

Festival of Marketing

Accenture: customer experience should be the focus of modern marketing

One of the key tenets of our Modern Marketing Manifesto is that improving the customer experience must be the relentless focus of modern marketing.

It states that the customer experience is about “customer centricity as evidenced by the service or product that we deliver across channels. It is about respecting the power and importance of great design”.

Digital technologies present a great opportunity for businesses to create personalised customer experiences. However, the proliferation of consumer touch points also makes it increasingly difficult to come up with a coherent strategy across different channels.

To find out more about these challenges, I spoke to Accenture Interactive EMEA managing director Anatoly Roytman.

And to find out more about creating seamless multichannel customer experiences, come to Econsultancy's JUMP event on October 9. Now in its fourth year, JUMP will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.