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Understanding the customer journey is becoming increasingly complex as the number of digital and offline touchpoints proliferate.
However it’s important to try and create an accurate map of how customers are interacting with a brand in order to optimise marketing channels and campaigns.
But to what extent are brands able to properly understand the customer journey?
As a result of all the issues surrounding Black Friday, customers were left more disappointed than usual.
But will the customer accept Black Friday as an excuse for poor website performance in future?
The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet.
Stats! A-ah! They’ll save every one of us.
Welcome to our weekly round-up of the very best digital marketing stats from around the online world and ever so slightly beyond.
On a side note, I’m starting to run out of synonyms for ‘interesting’ now. I think I’ve managed 14 different variations so far. If you can think of any more, please feel free to leave them in the comments below. (Basically do my work for me, thanks).
Data-driven marketing and customer experience are two of the most prominent trends in digital right now.
So how are they intertwined and how can the former be used to improve the latter?
I had the pleasure of hosting two roundtables on data-driven marketing at the Econsultancy and IBM BusinessConnect 2015 event in Singapore.
Digital marketers got together and discussed their challenges around undertaking a true data-driven approach to marketing within their organisations.
Three clear concerns kept popping up and they are not unique to the attendees of the event. So it's worthwhile to explore these and look at how they can be overcome.
Every year, Facebook holds its F8 conference where it makes key announcements and launches new offerings.
This year was one of the biggest yet and dozens of announcements were made.
Here are the five most important for brands and marketers.
Not just letting one stat out of the bag, but 12 of the little rascals.
Now gather round to see these brand new internet stats as they slowly open their eyes, yawn, stretch and encounter the great wide world for the very first time.
If optimising your customer experience isn’t important to you, you are doing something wrong.
That much has been obvious to many a marketer, with organisations worldwide wanting to use the technologies that have shifted power to consumers in their relationship with brands.
Google Analytics is a fantastic tool for measuring traffic and the behaviour of that traffic on your site.
You can then derive meaning out of your data, report back accurate ROI to your bosses and help you justify further improvements or strategies.
Best of all it’s completely free. However when you open up Google Analytics for the first time, it’s very easy to be intimidated by its vast array of menus, navigation, graphs, visualisations and language.
Earlier this month Econsultancy and IBM hosted a roundtable event in Kuala Lumpur where delegates were invited to discuss challenges and opportunities around marketing data.
I’ve already written up the main talking points from the marketing performance management table, and now here is a summary of the conversations that took place on the data-driven marketing and personalisation roundtables.