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.
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.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
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.
A collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media all drawn from Econsultancy’s Internet Statistics Database.
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 […]
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
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.
A foundational change in digital marketing will happen in early 2023 when Google eliminates the use of third party cookies and the conventional way of sending and tracking consumer messaging. Consumer Products companies have long relied on agency and media partners, without owning consumer data themselves. They must take swift and decisive action to build […]
“As a news business, we need to be able to react as situations evolve,” said Tom Hunter, Head of Audience Planning at Guardian News and Media, at last month’s Festival of Marketing. Before 2018, the publication was struggling to execute this reactive strategy in its customer engagement strategy. “We had a lot of siloed data […]
We turned to Econsultancy’s storied roster of search experts to ask: what do MUM and multimodal search mean for our relationship to search and SEO? How could they change the game for marketers? And what potential opportunities and challenges do they present?
At September’s Ecommerce Expo, Gousto CMO Tom Wallis led a session outlining the ways data helped upgrade Gousto to ‘Unicorn’ status in 2020, and how the brand will sustain its growth and appeal post-pandemic.
The typical customer purchase journey can see buyers engaging with brands across several different touchpoints. For example, this might include an initial online search, followed by a visit to a business branch to test the product, followed by a phone call to check details. The goal for many brands is to harmonise that omnichannel ecosystem […]
You might have heard of Rappi, a rapidly-growing Colombian on-demand delivery startup and last mile ecommerce platform that has been called the “Latin American super app“. Like many super apps, Rappi has a payments arm: RappiPay, originally launched as a peer-to-peer payments platform and electronic wallet service in 2018 (Portuguese-language source). It has since rolled […]
The Festival of Marketing is back once again in October, this time looking to ‘The Year Ahead’, with four jam-packed days of virtual content designed to provide marketers with a toolkit for success in 2022.
New privacy measures are starting to impact the digital advertising landscape, as costs increase and user targeting becomes less efficient following Apple’s ATT rollout. For digital agencies and advertisers, paid social isn’t as straightforward as it once was, and new questions are arising about whether Facebook’s domination of this world will be affected. I spoke […]
More than a year on since the start of the pandemic, and the Charity Digital Skills Report 2021 has revealed that despite significant progress in the digital transformation of UK charities, digital inclusion is still a concern.
Marketing operations, or MOPS, is all about planning, process and measurement. It goes beyond project management to encompass the people, processes, technology, and data that powers a business’s overall marketing strategy. Ultimately, MOPS should make businesses more efficient and able to adapt quickly to change. Indeed, Adobe’s 2021 Digital Trends report found that B2B organisations with […]
The Covid-19 pandemic has triggered an acceleration of digital transformation within the healthcare and pharma industry. According to a survey by GlobalData, 40% of pharmaceutical industry professionals in Europe and North America believe that the pandemic has accelerated digital transformation by more than five years.
Apple’s annual Worldwide Developers Conference, or WWDC, took place last week with all of the expected excitement and speculation about announcements, new releases, and product developments. But one development from the first day of the conference has alarmed many email marketers and newsletter publishers: Mail Privacy Protection, which Apple has billed as one of the […]
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:
A report explaining what customer data platforms are, how they can help marketers and how they might change the marketing technology landscape. It also explains the features that characterise CDPs, while clarifying how these platforms differ from other marketing tools.
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 […]
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.
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.
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.
This report examines the extent to which organisations are employing customer lifetime value, as well as the tactics and strategies they are undertaking to increase it.
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.
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.
A webinar drawin on Econsultancy’s report on best practice in AI, Machine Learning and Predictive Analytics.
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.
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.
Find all the data and analytics you need on a vast range of marketing topics. Browse, save and export charts as you go.
