Lynchpin’s Andrew Hood says though it might be described as a “new version”, GA4 brings with it “different implementation requirements, different metrics, different reports and different limitations for everyone to get their heads around.”
A guide covering approaches to marketing measurement and analysis, also looking at how businesses can tailor their measurement strategies to their available data maturity and resource, and reviewing some of the common tools used by businesses in data analysis.
A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.
A best practice guide for marketers looking to understand how to leverage AI, machine learning and predictive analytics to derive value from their data and gain a competitive edge.
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
A report aimed at helping marketers better understand data within the wider scope of digital transformation and how data underpins businesses. It sets out why digital transformation is needed, the role of data, the DaaS model, data strategy frameworks and why transformation can fail.
A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]
Econsultancy research indicated nearly half (47%) of UK marketers faced budget cuts following the Covid-19 outbreak. This report provides guidance about how to thrive despite budget cuts during these ‘unprecedented times’, and tips on getting the most out of channels and restructuring teams effectively.
A collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media all drawn from Econsultancy’s Internet Statistics Database.
1. Introduction 1.1. Executive summary With an increasing number of digital channels, the time, attention and trust that consumers have to give to marketing content is fragmented. To make matters worse, consumers’ unprecedented power to control their media experiences has made it more challenging than ever to reach them. On the other hand, marketers have […]
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
Partnering with paid media agency Launch, the UK holiday stood out from its competitors by investing in rather than pausing marketing, to drive sales and website traffic.
The second-hand fashion marketplace app partnered with Precis Digital to optimise and automate its marketing based on unique user behaviour
VidMob’s Intelligent Creative platform used AI analysis of advertising creatives to optimise campaigns, leading to a 26% uplift in Ads Quality Ranking.
Between new privacy legislation, increased scrutiny of big tech’s approach to data collection, and the continued maturation of strategies to replace third-party tracking cookies, 2021 has brought some interesting developments for data and analytics.
What do the experts predict 2022 will look like? Here are some key trends highlighted by our contacts in the world of data…
How did we get to the point where one of the biggest web advertising heavyweights is withdrawing its support for third-party cookies, and where do we go from here? In this briefing, Bex Sentance looks at the recent developments that led to our current situation, the stances being taken by key industry players, and the alternatives that promise to balance privacy with marketing effectiveness.
A webinar drawin on Econsultancy’s report on best practice in AI, Machine Learning and Predictive Analytics.
Lyndsay Weir discusses how to build a data team with an external lens, one that is designed to serve the consumer and not exist merely as an internal business function or silo.
The knowledge management solution’s CEO and founder tells us more about his SaaS business and what it does for market research and insights.
Lynchpin’s Andrew Hood says though it might be described as a “new version”, GA4 brings with it “different implementation requirements, different metrics, different reports and different limitations for everyone to get their heads around.”
Digital transformation has accelerated rapidly over the past two years. According to PwC, 53% of businesses (in a survey of 1,250 global executives) have accelerated digital transformation in this time, with 57% reporting that technology has been critical to their performance. Companies that have invested in digital technologies, processes, and behaviours in the past two […]
Midway through 2021, electricals company Dixons Carphone announced that it would be merging its four technology and retail businesses – Currys PC World, Dixons, Carphone Warehouse, and Team Knowhow – under the Currys brand name. Announced in May of last year, the merging of the four brands was complete by October. In its wake, the […]
The impact of managing your marketing spend effectively can be game changing. It’s key not only to surviving an economic downturn, but also driving growth. The value of data analysis – particularly for the benefit of marketing – is also widely understood. As a result, marketing analytics will continue to grow in importance over the […]
Marketers must embrace good data ethics in order to succeed in 2022, with organisations needing to offer real value in exchange for customer data.
Hybrid is here to stay. The war for digital talent intensifies. Connections become more direct. These are the new normals for 2022 in digital and marketing, according to founder Ashley Friedlein, speaking at Econsultancy’s first quarterly trends briefing of the year (subscribers can watch in full). He referred to 2020, 2021 and 2022 as, respectively, […]
The marketing shift is on this year as third-party cookies are being phased out in 2023. Growing digital privacy concerns are making it harder for brands to track consumers and gather the quality data they need to personalize their campaigns. A new era of strategies is emerging to prepare companies for a world without cookies, […]
Between new privacy legislation, increased scrutiny of big tech’s approach to data collection, and the continued maturation of strategies to replace third-party tracking cookies, 2021 has brought some interesting developments for data and analytics. What do the experts predict 2022 will look like? Here are some key trends highlighted by our contacts in the world […]
MandM Direct and Samsung are two retail brands using first-party data to build better relationships with customers and drive long-term loyalty. Both brands recently spoke about their respective data strategies on ‘Marketing that Matters’ – a podcast series from Econsultancy and Marketing Week, sponsored by Google. Here’s how first-party data, in conjunction with automation, is allowing both brands to succeed amidst rapid changes to privacy and consumer behaviour.
This briefing, reproduced from Econsultancy’s much broader Fundamentals of Measurement and Analytics Best Practice Guide will attempt to define test-and-learn, and cover the following areas:
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
Customer data platforms (CDPs) are quickly becoming the technology of choice for marketers looking to rationalise and consolidate their customer data to power more personalised campaigns.
The CDP promises to provide the key to comprehensive data-driven marketing, a very attractive marketing concept where all your customer data is combined for marketing (and other) uses. Without the data and the management of the data, the ‘marketing brain’ that allows for smarter campaigns simply can’t function. So bringing together the data is very […]
A best practice guide for marketers looking to understand how to leverage AI, machine learning and predictive analytics to derive value from their data and gain a competitive edge.
How is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
Artificial intelligence and machine learning are an increasingly integral part of many industries, including marketing.
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
This report examines the extent to which organisations are employing customer lifetime value, as well as the tactics and strategies they are undertaking to increase it.
A guide covering approaches to marketing measurement and analysis, also looking at how businesses can tailor their measurement strategies to their available data maturity and resource, and reviewing some of the common tools used by businesses in data analysis.
How the DIKW (Data, Information, Knowledge, Wisdom) pyramid can be used to extract value from data.
Key insights on the importance of embedding measurement into planning.
What analytics is, what data can be analysed and the key to drawing value from analytics.
Learn what attribution modelling is and the key considerations for marketers.
Why marketers need to consider the relative impact of each touchpoint in a conversion funnel.
Learn about the purpose and value of qualitative data for CRO and discover different tactics.
The different kinds of data for digital marketing, and how to turn them into insight and action. First, second and third-party data, the role of website and channel analytics, and importance of data privacy.
Learn more about what data you need to support your marketing (including to machines), and how to measure and optimise performance.
This is a 3-day live and interactive online training workshop led by an expert digital marketing practitioner, designed to cover the practical knowledge and skills you need to transform the wealth of available data into powerful insights, increased performance and better strategic decisions.
Find all the data and analytics you need on a vast range of marketing topics. Browse, save and export charts as you go.
