Data and Analytics

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

Essential Reports

Customer Lifetime Value Report - Econsultancy

Understanding Customer Lifetime Value

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 […]

Piggy bank on purple background with yellow circle.

Optimising Marketing Spend Best Practice Guide

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.

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 […]

Lyndsay Weir

Barilla’s VP Data & Analytics: ‘at the end of the day, we want to get more people to enjoy our brilliant pasta’

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.

Case Studies

Quick Guides

An overview of the third-party cookie crackdown

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.

Latest Articles

Traditional consumer insights techniques are ‘utterly outdated’: founder of insights platform Zappi on digitisation

Steve Phillips is the founder and CEO of consumer insights platform Zappi. I recently caught up with with Steve to find out about his day-to-day work. He explains Zappi’s B-corp status, its company culture, and the increased digitisation of the market research industry. Tell us about your role – what does a typical day look […]

An illustration showing A/B testing, which provides evidence of what approaches are delivering

Adopting a test-and-learn approach

 ‌ 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:

  1. Test-and-learn mindset
  2. Why experiment?
  3. The role of benchmarking
  4. Key aspects of test-and-learn
  5. Testing approaches
  6. Technology implications
  7. Robustness

Customer data platforms

AI and machine learning

Measurement

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.

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