Providing accurate information about the impact of marketing and sales initiatives can feel challenging, despite the leaps and bounds analytics technologies have made and the ever-widening availability of measurement tools.
Incorporating advice from marketing data experts from companies including Google, Digitas UK and Dentsu Aegis Network, this best practice guide explains approaches to marketing measurement and analysis, in order to help teams turn this understanding into a core competency.
How will the ongoing Covid-19 crisis and the way that brands respond to it impact the usage of data? And what about automation, artificial intelligence and the emergence of new tools?
We speak to a number of experts in data, analytics and advertising to find out what they see on the horizon for 2021.
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 […]
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 […]
1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]
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 […]
Econsultancy spoke to numerous experts in the fields of advertising and data to get their thoughts and predictions on what lies ahead in 2021. Here’s what they had to say about how the industry might adapt to a world without cookies.
Google’s core Analytics product has received a significant upgrade with the release of Google Analytics 4. What does it have to offer marketers, and how will it change the way we approach measurement and attribution?
Data can seem dry and tedious, but with some creativity it’s hard not to take notice, be impressed, and learn something new all at the same time. Three Whiskey’s Viral Mistry offers some tips for data visualisation.
How is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
1. Introduction At the heart of all marketing measurement and analytics is data. The significance of data and its relationship with business success has become a key theme of seemingly every commentary, report or conference over the past few years. Becoming ‘data driven’ – using data to make smarter, quicker decisions and just understand more […]
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 […]
1. Introduction In response to the exponential growth in marketing technology solutions available over the past few years (Figure 1), this report aims to provide a practical overview of 60 popular and peer-recommended tools in four main categories. Figure 1: Number of martech solutions globally Source: Chiefmartech.com Chiefmartech’s Marketing Technology Landscape Supergraphic 2018 lists more […]
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. Introduction Organising large amounts of customer data is becoming a huge challenge for marketers who want a ‘360 degree view’ of their customers. Customer data platforms (CDPs) offer a way for organisations to bring together disparate customer data into one place, to allow for the easy sharing of this information with other systems. This […]
Customer data platforms (CDPs) are quickly becoming the technology of choice for marketers looking to rationalise and consolidate their customer data to power more personalised campaigns.
The CDP promises to provide the key to comprehensive data-driven marketing, a very attractive marketing concept where all your customer data is combined for marketing (and other) uses. Without the data and the management of the data, the ‘marketing brain’ that allows for smarter campaigns simply can’t function. So bringing together the data is very […]
1. Introduction Marketers have long had an increasing focus on the value that data can bring to the discipline. With the heightened impact of technology on marketing, and the growing adoption and sophistication of marketing automation, it has become ever more critical for marketers to understand how to derive value from the data that they have […]
How is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
Artificial intelligence and machine learning are an increasingly integral part of many industries, including marketing.
1. Introduction In recent years, there have been industry changes in two major areas, technical and regulatory, which have both made an impact on the way marketers can, and should, measure digital marketing effectiveness. Technical industry changes Apple, Google and Mozilla, which each own very popular web browsers, have implemented technical changes to the way […]
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 At the heart of all marketing measurement and analytics is data. The significance of data and its relationship with business success has become a key theme of seemingly every commentary, report or conference over the past few years. Becoming ‘data driven’ – using data to make smarter, quicker decisions and just understand more […]
How the DIKW (Data, Information, Knowledge, Wisdom) pyramid can be used to extract value from data.
Key insights on the importance of embedding measurement into planning.
What analytics is, what data can be analysed and the key to drawing value from analytics.
Learn what attribution modelling is and the key considerations for marketers.
Why marketers need to consider the relative impact of each touchpoint in a conversion funnel.
Learn about the purpose and value of qualitative data for CRO and discover different tactics.
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.
Learn more about what data you need to support your marketing (including to machines), and how to measure and optimise performance.
There was justifiable apprehension as GDPR’s introduction approached, not to mention plenty of blind panic as the clock ticked down. However, two years down the line we now have plenty of research which tells a more positive story.
The organization responsible for the consistent application of the GDPR across Europe has weighed in on two of the most controversial issues in GDPR compliance: the use of so-called cookie walls and scrolling to obtain consent from users.
The UK Information Commissioner’s Office (ICO) has questions about the legality of certain parts of the programmatic ecosystem and says that “the future of RTB is…in the balance”.
Share Our Strength partners with location technology company GroundTruth to add mobile ad targeting to its ‘Dine for No Kid Hungry’ campaign, driving 26,857 visits to participating restaurants.
The living and home accessories brand works with ForwardPMX to create a seamless customer journey from online browsing to in-store purchase.
Four Communications targets the three audiences most likely to buy Welsh Lamb on social channels with relevant content to increase engagement.
How will data, its role in advertising and marketing, and the relationship that businesses have with it evolve in 2021?
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.
The digital transformation of healthcare has been progressing at pace since the onset of the coronavirus pandemic; but in the midst of rapid innovation, earning the trust of consumers is still vital.
In a new age of remote healthcare, how is the internet of things enabling new forms of medical treatment, understanding and care?
Chris Pitt, Managing Director of Vertical Leap, explains the value of search data when responding to continued market uncertainty in 2021.
Find all the data and analytics you need on a vast range of marketing topics. Browse, save and export charts as you go.
