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.
Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.
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.
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.
What are the overarching trends that will define how marketers will think and act in 2023, and the challenges and opportunities they will face? We explore four key trends. For some more channel-specific predictions, see our previous expert roundups on ecommerce, personalisation, retail media, influencer marketing, SEO, and social ads. Our trends for 2023: Resisting […]
Russell Howe is VP EMEA of data privacy company Ketch. We spoke with Russell to find out about what his role entails, the key elements of a successful data privacy program, and how businesses can overcome data privacy’s most common pitfalls. Tell me about your role – what does a typical day look like for […]
Personalisation – is it the key to conversion and the logical endpoint for comms, or merely a marketing pipedream? The answer is likely somewhere between the two, but to give us some more perspective on what marketers should expect from personalisation in 2023, I asked the opinions of some experts at AI-powered SaaS content platforms […]
OpenAI’s ChatGPT has gone viral, with many claiming that this sophisticated chatbot could displace Google. But how well does it really perform as a search engine?
From retail media to data partnerships and ‘clean rooms’, FMCG brands have many opportunities to take advantage of second-party data to better target customer or prove the effectiveness of their marketing.
In the midst of a mounting cost of living crisis, consumers are more aware of their financial wellbeing than ever – making straightforward, accessible financial services absolutely paramount. According to research conducted by Legal & General, also known as L&G, 75% of its customer base expect 10 specific top tasks to be simple, intuitive, and […]
UK advertisers are planning to cut-back on offline media in favour of digital spend, as the recession puts increased pressure on budgets. This is according to research from ISBA and Ebiquity, who surveyed 59 brand advertisers (which included three of the UK’s top 10 by spend and 11 of the UK’s top 50). Sixty nine […]
New research from Movable Ink shows consumers are more likely to purchase from, and stay loyal to, brands that personalise customer interactions and comms.
The coronavirus pandemic has formed new consumer habits around buying fast-moving consumer goods (FMCG, also known as consumer-packaged goods or CPG). While the astronomical spike in online purchasing that was seen in the early days of the Covid-19 lockdowns (and again in late 2020 and early 2021) proved to not be permanent, many more consumers […]
With AI-generated writing, imagery and even video becoming available in increasingly high quality, how can marketers ensure responsible use of these tools? ContentBot founder Nick Duncan talks AI, ethics, and the need for a “human in the loop”.
Google’s update means sites that use extensive automation to produce content could find themselves in the crosshairs. What does this mean for AI copywriting tools?
A webinar drawin on Econsultancy’s report on best practice in AI, Machine Learning and Predictive Analytics.
Zain partnered with OMD to produce real-time data models of customers most likely to convert, then used this data to optimise its Google Performance Max campaigns
The pet food brand used machine learning to analyse consumer purchase triggers then optimised creative in real-time.
Toolstation worked with Havas CX helia to move trade customers away from its costly offline catalogue to a hyper-personalised online experience
This quick guide looks at techniques for measuring digital marketing effectiveness in an increasingly customer-centric market, and discusses strategies for success amid technical and regulatory industry changes.
This quick guide provides an introduction to AI, machine learning and data analytics and explores their potential applications across the customer lifecycle. It outlines how marketers can build a solid data strategy from initial assessment to governance and oversight.
This quick guide examines the different types of segmentation that can be used to group audiences and customers, explaining the key benefits and challenges of each approach and how personas can be used to bring segmentations to life.
This quick guide provides an overview of consumer neuroscience and its application in digital marketing. It looks at how key concepts from consumer psychology can inform content, messaging and user experience (UX) design.
This quick guide provides marketers with a clear definition of what a customer data platform (CDP) is and how it differs from other data tools. It outlines the benefits, considerations and potential challenges for businesses looking to implement a CDP.
This quick guide covers the best practice principles to keep in mind when formulating a marketing measurement strategy, including a look at how to employ more advanced measurement capabilities.
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.
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.
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