1. Introduction 1.1. Executive summary Billions are being spent on digital marketing each year and the availability of digital analytics is better than ever. Although these tools are hugely beneficial to brands, they empower digital marketers to understand the ‘what’ much more than the ‘why.’ With a heavy focus on machine-optimised performance marketing, many new […]
Enterprise organisations regard ‘data-driven marketing that focuses on the individual’ as the single most exciting opportunity in 2019
Econsultancy’s 2019 Digital Trends report, in association with Adobe, looks at the most significant digital-related trends that are driving marketing and customer experience strategies in the short to medium term.
It’s based on a global survey of nearly 13,000 professionals working for both brands and agencies.
Latest Research, Trends and Best Practice
1. Executive summary and highlights The Customer Lifetime Value Report, published by Econsultancy in partnership with RedEye, is based on a survey of marketers across a range of business sectors, as well as agencies and vendors supplying technology and services. Customer lifetime value (CLTV) is the total worth of an individual customer over the lifespan […]
1. Introduction Getting to Grips with Market Research and Insight is a best practice guide for marketers. The report identifies the most common marketing and business problems that research can help solve and provides a practical introduction to the main research tools, techniques and methodologies that can drive faster and better customer-centric decision-making. 1.1. Report […]
1. Executive summary The Customer Data Imperative report, produced by Econsultancy in partnership with SAP Customer Experience, is based on a survey of more than 500 client-side marketers and digital professionals, and interviews with senior executives working at high-profile brands across a range of business sectors. The report looks at the growing importance of harnessing […]
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 […]
So, how are organisations navigating this murky world? Here are some key charts taken from the report, with insight into what they might tell us. A strategic approach to data In order to gain a competitive edge, it is important for organisations to undertake a strategic approach to data. One way to initiate this is […]
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Browse, save and export the thousands of charts, statistics and market data collated in Econsultancy’s Internet Statistics Database. Constantly updated to reflect the latest findings.
Deriving value from data (DIKW) and data maturity
Frameworks for using analytics and avoiding vanity metrics
Aligning measures with objectives
Fundamentals of personalisation
New York Bakery Company’s newly implemented programmatic strategy increases engagement by 82% and generates 23.5 million impressions over an eight-week period.
The healthy eating company Weight Watchers, recently rebranded WW, boosts efficiency and saves costs using analytics that identify the best performing creatives.
The BIO Agency works with the real estate provider to future proof the heritage brand with a fresh new online platform.
Data and Analytics Webinar
In this webinar we examine some of the key trends and challenges impacting the area of data and analytics and how companies are addressing these.
Discussion points include: optimising your business using data and analytics; understanding the value of your marketing and customers (ROI and CLV), and how AI will take predictive analytics to the next level.
Digital Marketing Training Courses
Delivering actionable insights, real campaign analysis and forecasting recommendations
Transforming data into powerful insights, increased performance and better strategic decisions
A comprehensive look at the critical disciplines of digital and content marketing
An intensive 2-day course offering a complete overview of digital marketing
From the Blog
In an ideal world, every company hopes to build legions of loyal, satisfied customers who will not only provide them with repeat business, but enthusiastically promote their company to friends and family.
The world of social media is vast and full of potentially useful conversations for brands.
On social media, consumers often freely offer what amount to reviews, product insights, and even content marketing for the brands that they purchase from. The only catch is that brands don’t know exactly where these conversations are taking place.
According to many of today’s advocates for data-driven organisations, predictive analytics sounds the most exciting. It apparently lets us ‘predict the future using data from the past’.
While being able to see the future sounds great, the reality of predictive analytics is a bit more mundane. It does, however, still have the potential to make real business impact in the present.
Following Brexit and the US presidential election, many brands have responded to the polarized times by choosing to weigh in on political and social issues.
But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don’t see eye-to-eye on some of the most important issues of our time?
Starbucks is one of the brands that isn’t afraid to get political in an increasingly polarized world.
Its most recent political statement: it announced plans to hire 10,000 refugees following US President Donald Trump’s enactment of a temporary travel ban targeting individuals from a number of predominantly Muslim countries.
Social media has dominated my working life since its inception.
It’s been fascinating to see the evolution of brand communication as it moved away from brands talking at people, towards the creation of a dialogue with customers, fans and followers.