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 […]

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 […]

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

Articles on machine learning

ppc

PPC: When automation may not be the best option for retailers

Advertising platforms are offering more automation tools. However, it is important to look at the bigger picture and not always view channels in isolation. There are several key examples when automation may not be the best solution for retailers using paid search.

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

smiley face on speech bubble in hand

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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Innovation and Trends - Econsultancy's Internet Statistics Database

Five tips for predicting the future: Covid-19 edition

Covid-19 has changed the world and there is little doubt that its effects will linger even after the worst of the pandemic is over. But precisely what will change? For leaders trying to make decisions about important matters — from product strategy to marketing investment — there has arguably never been a more difficult environment […]

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