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Posts in Data & Analytics

How to make a controversial infographic: case study

Creating and promoting an infographic, it’s a tried-and-tested technique that’s planned for all sorts of reasons.

But successfully getting visual content out there, online, can be more complicated than it seems.

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Four key findings from our Conversion Rate Optimisation report

Today sees the release of Econsultancy’s sixth Conversion Rate Optimization Report, in association with RedEye.

The report looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates. 

It is based on an online survey of over 1,100 client-side and supply-side digital marketers and ecommerce professionals, the highest number of respondents in the survey’s history. 

Here are four findings from the report.... 

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10 data-visualisations that prove information is beautiful

One of my favourite talks from last week’s Festival of Marketing was by David McCandless from Information is Beautiful.

McCandless is an independent data journalist and information designer. His passion is visualising information. Wait come back!

Communicating data in its raw form can be incredibly difficult to do and the results are often not worth the effort. Graphs and charts are boring and don’t necessarily convey their intended insight.

McCandless and his team have a mission to distil the world’s data, information and knowledge into beautiful, interesting and above all, useful visualisations, infographics and diagrams.

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Using data science with A/B tests: Bayesian analysis

Though A/B testing seems simple in that you pit page 'A' against page 'B' and see which one perfoms better, figuring out whether your results actually mean anything is quite complicated.  

Luckily, great minds have been working on this problem for a long time and have developed data science techniques to help.

But to benefit from their work, marketers have to understand the problems and know where to find the solutions.

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SCV front cover

The single customer view: Is it really achievable?

Achieving a single customer view is supposedly the ultimate goal for digital marketers, but is it really feasible?

Building this complete, joined-up view of the customer is a costly and time-consuming project, and while some have made decent progress, others still have a mountain to climb.

A new report published today by Econsultancy and Innometrics investigates the current landscape for businesses seeking to obtain that single customer view, and looks at how brands are approaching the gap between digital and retail, among other challenges. 

The Single Customer View report features in-depth opinions from senior-level executives working within ecommerce, online and marketing departments, from companies including Mothercare, Camelot, myHermes, EE, Clarins, Rank, Occam and Seren.

Here’s a brief summary of three topics investigated in the report...

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Using data science with A/B tests: chi-squared testing

In my previous posts about A/B testing, I made the case that you need to consider the math behind A/B testing, or risk having invalid, or even wrong, results.

My first suggestion is to use sample sizing, but that requires a lot of tests.

Here's how to do something similar without nearly as many.

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Optimize your time: the future of conversion rate optimization

Almost two decades ago, Jeffrey and I started evangelizing the notion that your conversion rate is a measure of your ability to persuade visitors to take the action you want them to take.

Good companies know how to persuade visitors, but legendary companies better understand their visitors and their desires, and do more than simply satisfying those desires.

Great companies find ways to delight them along their journey. This is sometimes labeled as 'flow' in the UX world.

In other words, conversion rate optimization is a critical discipline, but by itself, will it be able to transform a good company into a legendary one?

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How does Google judge quality content?

Everybody talks about the need to provide quality content on your site if you want to rank well in searches. But how do search engines identify quality content?

Successive Google algorithm updates (culminating in the recent Panda 4.1) aim to refine results so that they match the intent of the search query and deliver the most comprehensive, accessible and well-written answer.

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Using data science with A/B tests: Sample sizing

A/B testing is now an integral part of digital marketing.  

But the tests can produce the wrong results if they are not conducted correctly. Here is part one of a three-part series about how you can use data science techniques to avoid making big mistakes with your A/B tests.

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Spider-Man

Why trust is vital if brands are to make the most of consumer data

Anyone who has ever watched Spider-Man will know that with great power comes great responsibility.

Digital technology has given marketers access to an unfathomable amount of customer data, however it should be used in a responsible manner for risk of destroying consumer trust.

This is particularly important in our world of freemium products that rely on a value exchange of digital services in return for access to personal data.

A new Econsultancy/Acxiom report investigates consumer attitudes towards sharing their data with companies, revealing that opinion is split on whether brands can be trusted.

Only 6% of respondents in the Delivering Value in the Data Exchange Survey indicated that they had ‘a great deal of trust’ in companies to whom they provided data. 

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Making the move from Big Data to 'Smart Data'

In the past decade there has been a massive increase in the amount of data that is potentially available to marketers.

But simply having a lot of data is of no real use to anyone. It’s the quality of the data and what you do with it that counts.

If I may indulge in the use of some buzzwords: marketers need to move from big data to smart data.

A new report from Econsultancy and Acxiom investigates the complexity of the data landscape, especially in relation to marketing, and the importance of getting it right in the mind’s eye of the consumer.

Entitled Delivering Value in the Data Exchange, the report is based on interviews with brand-side senior executives as well as an online survey of 1,000 UK consumers.

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The undead customer: reviving the ghosts & zombies on your website

Is your website haunted by strange apparitions? You may not know it, but right now you have an army of ghosts, zombies and vampires creeping across your website.

In this blog we reveal their true identities and how to harness their strange powers.

Like a scientific data-driven ghost-buster, if you will.

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