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Posts in Data & Analytics

Digital marketing optimization: five lessons from the top performers

The average conversion rate in Adobe's Digital Optimization survey is 2.6%. However, 20% of companies have a conversion rate greater than 4.5%. 

So what is the secret behind the success of this 20%? What can other companies learn from this approach? 

Let's delve into the results, based on a global survey of 1,000 marketers and supported by Econsultancy.

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Evaluating change: How data must lead decision making

We need to measure what matters and steer clear of the things that don’t, so we all need a little bit of Mr Spock in us when it comes to digital marketing.

I have been talking a lot recently about measurement and evaluation, and there are three things that I ask delegates to take away with them:

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Five tips for using behavioural analytics to combat fraud

When we tell businesses that getting to know their customers is vital, it’s not just so that they can provide the best possible customer experience for them.

Getting to know your customers is most crucial when it comes to helping businesses identify enemies disguised as customers.

Fraud is becoming increasingly widespread since the dawn of ecommerce and as it becomes more and more sophisticated, we need greater visibility to fight malicious activity on our websites.

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A first look at Enhanced Ecommerce for Google Analytics

Launched during the Google Analytics’ partner summit, Google has taken a fairly huge step in customer understanding by releasing ‘Enhanced Ecommerce’ functionality across the platform.

This latest update is a major change to specifically understand customer behaviour and the effectiveness of merchandising efforts, away from attempting to understand products within GA using transactional data alone and covers a number of new opportunities.

The changes include a series of funnel based reports, widening of the use of the Product ID dimension and Google Tag Manager support for the new functionality, all available through any standard GA account (Universal Analytics only).

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old fashioned telephone

Three ways the old-school telephone can boost campaign performance

Many decades ago, the arrival of the telephone in the office was a radical step. But now, many debate as to whether we still need a landline.

The answer is yes, and here's a couple of ways that you can use that archaic piece of equipment to improve your marketing's performance.

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Website segments for personalisation

The website segmentation and personalisation game

On Monday 12th May at our Marketing Automation Forum, the last session of the day involved all tables (each a mix of job roles from many different sectors) battling it out in our website segmentation/personalisation game.

By this time the audience was already warmed up by some great sessions including one from Econsultancy’s very own Heather Hopkins on “The changing market place - marketing automation means more than just email”. 

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Online purchase maze

The real reason your marketing costs are increasing

If you ask anyone in the industry what the biggest trends and challenges of the last 12 months have been you will receive a range of answers.

Chances are the answer will involve ‘not provided’ and content marketing if you are speaking to someone working in the SEO field.

If you are talking to someone with a PPC focus they will probably cite PLAs or rising CPCs.

If it’s a social guy you’re chatting to he will tell you how his channel is finally starting to deliver an ROI.

They will probably all talk about the phenomenal growth in mobile and tablet usage.

What there seems to be very little discussion about right now though is the marked increase in the amount of times potential customers visit your site before committing to a purchase.

This is partly influenced by the changes in device usage but is also symptomatic of changes in user behaviour – price comparison, voucher usage, and the convergence of offline and online worlds all contribute to this trend.

The challenge it creates is how to limit the amount of times we are paying to bring these same users back to the site, and how to pay as little as possible each time.

It’s a challenge which affects everyone working in digital and will hopefully drive more unified strategies, and make us all work closer together.

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Three case studies to help improve your email marketing conversion rates

Having recently published an article about why email isn’t dead, I thought it would be useful to roundup some case studies to help marketers inject some life into their own campaigns.

I’ve previously looked at how testing subject lines and segmentation can improve email marketing, but these three studies focus more on calls-to-action.

Hopefully they should provide some inspiration for marketers who are in the process of testing their own email messages.

For more information on this topic download the Econsultancy Email Marketing Census 2014 or check out our new Case Study Database...

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social media logos

Eight basic rules for running a social media campaign

One would hope that by now all businesses had mastered the basics of social marketing, but clearly that isn’t the case, particularly for small companies. 

So to give a helping hand for any businesses with a fledgling or non-existent social presence, I’ve come up with a few basic rules that need to be in place for a social media campaign to work.

You may well be thinking that all marketing campaigns should involve some element of social media in this day and age, and you’d be right. 

But the aim of this article is to provide some food for thought on the things that marketers should consider when creating a campaign that predominately uses social.

Furthermore, I haven't addressed the tricky issue of coming up with shareable content, largely because that will be the subject of its own post at a later date.

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How SEO helps Tesco to dominate the online grocery market

Tesco is the clear winner in the online grocery market, in fact it takes almost 50p of every £1 spent on food shopping on the internet. 

This virtual monopoly is set to continue not just because of spending on fulfilment, dark stores, distribution, stock and offline marketing but due to its online visibility through organic search and a very visible well-structured website. 

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sunrise

11 Econsultancy blog posts that marketers can use every day

Many of these ‘greatest hits’ don’t need flagging up as they are shared a lot and have probably been seen by some of you.

However, I wanted to group together a list of posts that are of considerable value, so you can bookmark, pocket, etc. and then use to impress your friends and win business.

Simple as that. Just click the pictures to see the original posts.

I’ve tried to include posts that won’t date, so I’ve left out Chris Lake’s web design trends post (which is proving our most popular this year) because it’s billed as ‘2014’. However I think it will remain useful past the end of the year, so check that out, too.

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Social data: don't miss the boat

In the movie Mallrats, there’s a clip where one character, William, stares into a Magic Eye image, waiting to see a sailboat hidden in the picture.

Packed lunch in hand, he’s determined to stare until he finds it. Yet William’s frustration only grows as many passerby and children see the boat while he only sees the ‘white noise.’

For me, the conversations at Econsultancy's recent Social Media Roundtable in New York highlighted the challenge for the enterprise to see the sailboat, camouflaged by the white noise of vast digital data.

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