Posts in Data & Analytics

Why call tracking is vital for accurate attribution modelling

So you’ve deliberated, cogitated and digested to the point that your performance marketing strategy is like a finely oiled machine.

Spend goes in at the top and leads and sales come out at the bottom.

You can plan your marketing budgets down to the nearest penny and just open your laptop to watch a series of real-time graphs and charts that keep going upwards and to the right as the month progresses, just like they did last month.

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New social ads

How marketers can separate novelty from utility in new ad products

From Facebook's new 360-degree videos, which are now available to select brands as a new ad format, to Snapchat's new Sponsored Lens offering, which allows brands to add custom filters to the Snapchat experience, marketers today face a constant stream of new ad products.

This is both a blessing and a curse.

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tech trailblazers festival of marketing

Who won the Tech Off at the Festival of Marketing 2015?

I had the pleasure of hosting the Tech Trailblazers session last week at the two-day Festival of Marketing in London's east end.

We had number of fantastic speakers and there was an interesting panel with four innovation experts giving their point of view on what innovation is and what it is not!

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Data analysts vs. data scientists: What’s the difference?

To develop an effective multichannel marketing strategy, brands have to recruit people who can do magical things with data.  

But is it data analysts they want, or data scientists? And how many really know the difference? 

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england rugby

How the RFU manages CRM & personalised messaging

Creating personalised messages for rugby fans is difficult.

Though passion drives engagement, it also means marketers must be sensitive - rugby is a large part of life for volunteers, coaches, players and touchline fans.

So, how has the RFU created its CRM strategy and how did the 2015 World Cup affect engagement?

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Four ways social data can be an extremely powerful ally

“Change is around us.”

These were the opening words of Joel Windels, Brandwatch’s VP of inbound marketing, when I attended his talk about social data at the Festival of Marketing today. 

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Five external factors that can impact your email campaigns

The Festival of Marketing has finally arrived! I’ve already attended three fantastic talks, one of which came from the almighty Alan ‘not-so-marketer-friendly-but-still-full-of-sound-advice’ Sugar. 

But one of the most interesting talks I’ve seen so far was on the Data and Analytics stage, where Return Path’s senior director of professional services Guy Hanson discussed how external factors can have a big impact on email marketing campaigns. 

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How will privacy by design principles impact web development & UX?

One of the many significant changes being introduced by the European General Data Protection Regulation (GDPR) is the requirement to adopt principles of privacy by design (PbD) when creating or revising processes or technology.

Given that websites are regularly being redesigned and developed, often by out-sourced agencies, it is quite likely that when the requirements become law, web development projects will be the biggest, most immediate category of impacted software development activities.

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How brands can become more customer-centric, and why it matters

We’re very excited about our Festival of Marketing kicking off tomorrow, and in anticipation of the event I caught up with one of the speakers on the day, Suki Thompson, CEO and Co-Founder of marketing consultancy The Oystercatchers.

Suki and I discussed the idea of customer-centricity: how brands can create a better customer focus through their actions and technology and which companies are currently doing it best. 

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exchange

Six examples of data-value exchange between brands & customers

The NSA, the 'snooper's charter', the PPI phone-call haranguing, the Ashley Madison and Talk-Talk hacks (and many previous); none of these seem to affect the growing willingess of consumers to trust brands with their data.

Trading data for something of perceived value is simply a fact of life when using ecommerce and the broader web, whatever you think about cookie legislation.

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Why UX is important for charities: Macmillan's digital approach

Digital technologies have empowered charities with numerous new ways of communicating with their supporters and raising donations.

However this has also brought new challenges. For example, how can a non-profit justify investing in innovative and potentially risky digital channels? 

Digital transformation is a vital process for businesses to go through, but it requires patience and a degree of faith that upfront investment will result in long-term gains.

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Why has Amazon opened a physical bookshop?

Amazon has just opened its first physical bookshop, aptly named Amazon Books.

Based at the Seattle University Village the shop will stock the most popular books from Amazon.com and prices will match those on the website. 

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