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 […]

Latest Articles

2023 trends

Econsultancy’s digital and marketing trends for 2023

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 […]

Personalisation in 2023: What do the experts predict?

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 […]

How FMCG brands are getting the most out of first-party data

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 […]

Webinars

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.

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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