Ecommerce Best Practice: Measurement
This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.
This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.
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.
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 […]
CDPs are powerful tools that unify data and give businesses a 360 view of the customer, enabling personalisation at scale and in real time. This best practice guide looks at their key features and benefits and provides a step-by-step guide to implementation.
From summarising consultations to diagnosis and drug discovery, we look at some emerging generative AI solutions in the sector.
Online travel agencies and startups are integrating with ChatGPT and Bard to enhance the travel planning (and potentially booking) experience, in an industry that still contains plenty of legacy technology.
In January, the 2023 Marketing Week Career and Salary Survey found that more than a third (34.4%) of marketers identified data and analytics as a significant skills gap within their organisation, making it the biggest marketing skills gap for the second year in a row. The question of how to tackle marketing’s various skills gaps […]
At a recent event, interim CEO of TGI Fridays Julie McEwan spoke about the brand’s work to innovate on its legacy and invest in digital platforms.
The general manager of AI at the content personalisation company discusses the capabilities of its Da Vinci AI solution, and how marketers should approach personalisation.
A look at how patients are being empowered to share real-world data, and digital is being used to both improve value for patients and engage HCPs.
Google and Microsoft are racing to be the first to launch generative AI chat in search, with release announcements coming within days of one another. However, the problems are already beginning to show. What are they, and how could they be addressed?
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 […]
A webinar drawin on Econsultancy’s report on best practice in AI, Machine Learning and Predictive Analytics.
A webinar highlighting a recent global report that reveals how consumers feel about privacy and control of their data, their affinity for marketing channels such as email, social and targeted ads along with what they believe drives brand loyalty.
Noggin worked with Rocket Agency to rethink its paid search strategy, resulting in an increase in leads for less cost.
Watchfinder & Co partnered with OneFifty Consultancy to identify new audiences via Network Mapping and then engage 125,000 consumers via influencer content and paid social advertising
BSI, the UK’s national standards body, worked with The Think Tank to test channels, messaging and creative assets on different business sizes and sectors to build a more effective customer journey
This quick guide provides an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
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.
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