Data and Analytics

The latest data and analytics best practice, case studies, trends, training and more.

Essential reports

Segmentations and Personas Best Practice Guide

1. Introduction Marketers have always sought to find the most relevant buyers for their products. In the 1950s, this concept took a step forward when Wendell Smith published an award-winning article in the Journal of Marketing on product differentiation and market segmentation.[1] This article put segmentations on the map for marketers, and soon market segmentations […]

Customer Retention Best Practice Guide

1. Introduction Customer retention refers to the ability of an organisation to retain the same customer over a period of time. Companies that enjoy high levels of retention benefit from more reliable revenue streams and a high degree of brand equity. Although there is a strong business rationale for focusing on customer retention, many marketers […]

Measuring Digital Marketing Effectiveness Best Practice Guide

1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]

Digital Transformation and the Role of Data

1. Introduction The modern marketer’s dilemma “After several years of long Christmas lists to Santa, this year my girls could not think of anything they wanted. It dawned on me; my kids are not seeing marketing encouraging them to want things. My job and the jobs of future global marketers are getting more challenging. We […]

Fundamentals

The Fundamentals of Marketing Measurement and Analytics

The Fundamentals of Marketing Measurement and Analytics

1. Introduction Econsultancy’s series of best practice guides have been created for Internet professionals typically working in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. Given the significance of online performance data to most organisations in 2017, sections of this […]

Working Effectively with Data Teams

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 Guide to Digital Marketing Tools

1. Introduction In response to the exponential growth in marketing technology solutions available over the past few years (Figure 1), this report aims to provide a practical overview of 60 popular and peer-recommended tools in four main categories. Figure 1: Number of martech solutions globally Source: Chiefmartech.com Chiefmartech’s Marketing Technology Landscape Supergraphic 2018 lists more […]

Customer data platforms

Customer Data Platforms Best Practice Guide

1. Introduction Organising large amounts of customer data is becoming a huge challenge for marketers who want a ‘360 degree view’ of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. This […]

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What is a customer data platform? How is it different from a DMP or CRM?

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 […]

Measurement

Measuring Digital Marketing Effectiveness Best Practice Guide

1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]

The Fundamentals of Marketing Measurement and Analytics

The Fundamentals of Marketing Measurement and Analytics

1. Introduction Econsultancy’s series of best practice guides have been created for Internet professionals typically working in marketing or ecommerce roles. The guides steer readers to ensure that projects and strategies are executed in the right way for optimal results. Given the significance of online performance data to most organisations in 2017, sections of this […]

Microlearning

26 Min
Data and analytics

Data and Analytics

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.

Econsultancy
23 Min

Data and Measurement

Learn more about what data you need to support your marketing (including to machines), and how to measure and optimise performance.

Econsultancy

AI and machine learning

A Marketer’s Guide to AI and Machine Learning

A Marketer’s Guide to AI and Machine Learning

1. Introduction 1.1. Executive Summary Artificial intelligence (AI) is an area of technology that has suffered from over-hyping and confusing language, but clarity is finally developing. AI is the ability of technology to make smart decisions in a human way in relation to such things as visual perception, speech recognition, decision-making, and translation between languages. […]

Articles on machine learning

Online Fast Track: Advanced Data & Analytics Training Course (3 days)

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.

Reports

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Ratings and Reviews Best Practice Guide

1. Introduction Customer centricity is at the heart of any successful business today. Digital has empowered consumers in numerous ways, giving them greater choice and convenience when they shop, but also offering a platform for them to share their views at the touch of a button. There are a host of platforms enabling consumers to […]

Business people discuss graphs and measurement

A Short Guide to Maximising the ROI of Digital Marketing

1. Introduction The size of investment that brands make in digital marketing programmes mean that it is extremely important to understand the impact that spend is having. Yet there remains little industry consensus on the best way to achieve an accurate, quantified view on the contribution that a marketing strategy has had on revenue and […]

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Data and Analytics - Econsultancy's Internet Statistics Database

Data and analytics - explore the ISD

Find all the data and analytics you need on a vast range of marketing topics. Browse, save and export charts as you go.

Topic hubs

B2B - Econsultancy's Internet Statistics Database

B2B