Data and Analytics

The latest data and analytics best practice, case studies, trends, training and more.

Essential Reads

Measuring Digital Marketing Effectiveness Best Practice Guide

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 […]

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 […]

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 […]

Customer Data Platforms Best Practice Guide

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 […]

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 […]

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

AI & Machine Learning

How SEOs can benefit from using AI and automation

Today, optimizing for search is optimizing your customer’s experience. As people query a search engine on their laptop, ask a voice assistant for help, or use their mobile device to find nearby solutions to their needs, brands must be positioned to appear in these critical decision-making moments.

investment in AI

28% of ‘CX leaders’ are planning to invest in AI in 2020

According to Econsultancy’s Experience Index: 2020 Digital Trends report, in association with Adobe, the gap between CX leaders and mainstream organisations is becoming increasingly evident, with leaders “having advanced customer experience management in place that’s aligned across strategy and technology.”

A day in the life of… Mark Douthwaite, AI Engineer at Peak

Mark Douthwaite is an AI engineer at Peak, a start-up which works within retail and ecommerce, adapting AI to solve supply chain issues with the likes of ASOS, Footasylum, Fred Perry and Morrisons. So, let’s hear what Douthwaite does every day, and see if he can cut through the hype and explain the true power […]

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.

More

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Consumers are online – are you ready for them?

Covid-19 has forced most consumers worldwide to change their habits and behaviors and to rely on online solutions for things usually done face to face. Brands that are providing their customers with easy, enjoyable and seamless online experiences during the crisis are likely to benefit from these forced behavior changes post Covid-19. If you want […]

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

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