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Posts in Data & Analytics

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10 internet marketing statistics we've discussed this week

We've got so many beautiful stats for you this week.

From native advertising to online TV, paid search spend to site search conversion, social media in travel to banking online. Please enjoy and share at will.

For more online marketing statistics, download our Internet Statistics Compendium...

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How can businesses track the customer journey in a multichannel world?

Smartphones can support impulsive purchasing – browsing a retailer’s website while waiting in a supermarket queue and clicking 'buy now', for instance.

Meanwhile, the widespread use of tablets as second screens presents the opportunity to make purchases, perhaps in response to advertisements, from the comfort of your sofa.

Digital window-shopping, or showrooming, is common among smartphone users and often leads consumers into physical stores to try on or test products, or to making online purchases from another device at another time.

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The top four applications of Big Data in marketing

Marketers live in a world that is creating 2.5 exabytes of data each and every day.

This provides both a challenge and an opportunity to marketers. How can they process and harness big data in faster and more innovative ways to deliver deeper insights and improved business performance?

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How to use machine learning to enhance your marketing campaigns

Machine learning sounds like something that computer nerds do, but not marketers.

Well, here's a dip-your-toe-in introduction to how anyone can use machine learning to improve their digital ad campaigns.

Machine learning is an intriguing topic. Whether you've read about US retailer Target discovering a young woman was pregnant before she told her parents or you have seen it in action with Amazon recommendations, it's exciting to think that computers can do things which seem almost magical.

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Q&A: Alex Econs on ICON Printing's site redesign

Back in April I was kindly invited by the team at 4Ps Marketing to attend its Ski Summit in Tignes, France.

Aside from the skiing (and inevitable après-ski), I got chatting to some of its clients about their digital marketing and ecommerce efforts.  

One of these clients was Alex Econs, founder and director of ICON Printing; an SMB producing customised clothing and accessories for an impressive client list.

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How to grow your international sales using personalisation

Unlocking international or cross-border sales has never been as lucrative as it is today.

Historically, shipping costs, lack of trust and limited information were factors in preventing growth in trade but now cross-border shopping is estimated to be worth $105bn.

While this is a huge growth area for ecommerce businesses, several obstacles still prevent online customers from comfortably venturing outside their borders and buying from international retailers.

Challenges often involve language or currency difficulties, logistics, restrictive local laws, or unclear product information.

However, personalising the shopping experience is one method you can use to increase revenues, allowing you to engage users on their own terms, provide them with the best information and take advantage of local opportunities.

So how do you get started? Read on for five of the best ways to make personalisation part of your international online strategy.

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Eight interesting digital marketing stats we saw this week

Well hello there, and welcome back to our weekly stats roundup.

This time it includes data about Enhanced Campaigns, Facebook's earnings, analytics tools, Christmas, data privacy and the thorny relationship between CIOs and CMOs.

For more of this type of thing, download the Econsultancy Internet Statistics Compendium...

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Spotlight on data privacy: three steps to building consumer trust

Consumer concern about data privacy has shifted over the past decade.

More than ten years ago, consumers were concerned when companies such as Amazon analyzed their data to provide them with a recommended list of products they may be interested in based on their purchase habits.

Fast forwarding to today, many consumers now expect companies to mine their data through the use of analytics to provide them with relevant offers and products to improve their shopping experience.

Yet, recent data breaches have placed a spotlight on data privacy once again, moving the topic of consumer personalization versus privacy back to the forefront of the marketing conversation. 

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Privacy and personalization: a marketer's Catch-22

Coined in Joseph Heller’s classic satirical novel of the same name, 'Catch-22' is a term that refers to a situation in which a person is trapped by completely contradictory goals or circumstances.

In Heller’s book, the only way for a pilot to escape his WWII flying mission is to request psychiatric evaluation due to mental instability, and be deemed insane.

However, awareness of his own insanity is considered proof of a rational mind, thus making it impossible to escape his mission, a total and complete Catch-22.

No doubt, many marketers are feeling stuck in this sort of paradoxical situation when it comes to the competing goals of consumer privacy and personalization.

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How to use Google Analytics URL builder to track campaigns

We're pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness. 

To this end, we're big users of Google Analytics, supplemented by paid tools from Moz and others. 

We use a bunch of custom reports, segments and dashboards for measurement but I've only recently come across the Google URL builder, thanks to our Head of Social Matt Owen.  

So, for the uninitiated, here's a quick run through of how to use it, and a few suggested applications... 

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The era of data-driven marketing [Infographic]

Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology. 

Our Measurement and Analytics report, produced in association with Lynchpin, found that there is an analytics skills gap which is holding back implementation. 

Skills shortages are most apparent in the use of digital analytics tools, statistical modelling and Conversion Rate Optimisation (CRO)

This infographic summarises some of the findings from the report...

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Which analytics tools do marketers use? And are they paid-for or free?

All digital marketing activity is measurable. Right?

It’s nice to think that’s the case and there are a lot of people who believe it, but unfortunately it’s simply not true.

The reasons for this are numerous, not least that companies are struggling to keep up with the constantly shifting digital landscape.

In the past digital analytics mainly focused on desktop activity, but now businesses have to employ a broader range of analytics products to measure activity across relatively new channels such as mobile and social. 

The new Econsultancy/Lynchpin Measurement and Analytics Report examines the extent to which different analytics tool are used by surveying more than 1,000 digital professionals.

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