Data and Analytics

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

Customer Lifetime Value Report - Econsultancy

Understanding Customer Lifetime Value

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 […]

Piggy bank on purple background with yellow circle.

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 […]

An overview of the third-party cookie crackdown

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.

Latest Articles

How RappiPay Mexico is using AI to speak to customers ‘in their own language’

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 […]

targeted ad. image: shutterstock

How should marketers adapt to new privacy measures such as ATT, and what now for personalisation?

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 […]

digital marketing training
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How does marketing operations make B2B organisations more efficient?

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 […]

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How digital is changing the pharma & healthcare industry

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 Mail

Apple blocks open rate tracking: what will it mean for marketers? We asked the experts

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 […]

Adopting a test-and-learn approach

 ‌ 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. Test-and-learn mindset
  2. Why experiment?
  3. The role of benchmarking
  4. Key aspects of test-and-learn
  5. Testing approaches
  6. Technology implications
  7. Robustness

Customer data platforms

AI and machine learning

Measurement

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

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.

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.

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