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.
The Fundamentals of Marketing Measurement and Analytics
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.
Data-driven Marketing Best Practice Guide
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.
AI, Machine Learning and Predictive Analytics Best Practice Guide
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.
The Fundamentals of Market Research and Insights
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.
Measuring and Driving Digital Marketing Effectiveness
The effectiveness of digital marketing is determined by how successful a company’s promotion of its products and services through digital media has been towards meeting its business goals. However, in recent years, there have been changes in two major areas – technical and regulatory – which have had an impact on the way marketers measure […]
Digital Transformation and the Role of Data
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.
Segmentations and Personas Best Practice Guide
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.
Customer Lifetime Value Best Practice Guide
Customer lifetime value is a powerful measure. Using CLV as a lens brings a company’s most valuable customers into focus and guides businesses to invest in the long-term. This best practice guide looks at the business benefits of using CLV to drive future growth, with practical guidance on strategy and approaching CLV calculations.
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 […]
Customer Data Platforms Best Practice Guide
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.
Webinar: Measuring and Driving Digital Marketing Effectiveness
With the measurement landscape in flux as the deprecation of third-party cookies heads towards completion, this webinar looks at the strategies being adopted to measure campaign performance and drive effectiveness.
AI, Machine Learning and Predictive Analytics Webinar
A webinar drawin on Econsultancy’s report on best practice in AI, Machine Learning and Predictive Analytics.
