This quick guide examines the different types of segmentation that can be used to group audiences and customers, explaining the key benefits and challenges of each approach and how personas can be used to bring segmentations to life.
This quick guide provides an overview of consumer neuroscience and its application in digital marketing. It looks at how key concepts from consumer psychology can inform content, messaging and user experience (UX) design.
This quick guide looks at the increased role of product strategy and marketing caused by growth in direct-to-consumer propositions and products-as-a-service. It provides marketers with a practical guide to the essential principles, processes and practices surrounding these increasingly critical areas.
This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.
This quick guide provides marketers with a clear definition of what a customer data platform (CDP) is and how it differs from other data tools. It outlines the benefits, considerations and potential challenges for businesses looking to implement a CDP.
This quick guide covers the best practice principles to keep in mind when formulating a marketing measurement strategy, including a look at how to employ more advanced measurement capabilities.
An introduction to the basics of market research, providing an overview of the main tools and techniques available to address the most pressing marketing questions, and offering a starting point for marketers looking to establish a research strategy.
A quick version of the Digital Transformation and the Role of Data Best Practice Guide, providing marketers with a starting point for actioning digital transformation by building a data-led strategy.
A quick guide covering the main areas that marketers should consider when setting their measurement strategy, including the benefits of calculating ROI, how to select the right ROI model and getting to grips with data.
This report is a quick guide to customer lifetime value (CLV), defining its meaning and laying out the business benefits of tracking it. It covers different approaches to measurement and the importance of customer loyalty in the context of CLV.
This quick guide looks at the definition of neurodiversity and outlines why it is important and beneficial for organisations to consider the broad spectrum of neurodiversity in all aspects of businesses, from recruitment to accessibility, through to developing a whole approach to digital inclusivity.
This quick guide gives marketers an introduction to gamification techniques, helping them decide how and when to use them and ensuring they fit a brand’s strategy and overall marketing goals.
This quick guide provides the business case for customer journey mapping, setting out six stages for teams to follow and outlining other considerations such as marketing automation and pitfalls to avoid.
A starting point for marketers building personalised experiences, including best practice and how to overcome challenges in delivery. This quick guide discusses the market context for personalisation and its benefits, before considering how it can be delivered.
A quick version of Econsultancy’s Trust, Transparency & Brand Safety Best Practice Guide covering three of the main themes marketers should consider in order to build trust in their organisations.
This quick guide gives an overview of the changing dynamics affecting organisational structures and resourcing in the modern marketing landscape. It offers guidance and practical models to help leaders identify and work through the challenges and requirements of digital capability at all levels of maturity in an organisation.
Leadership is changing in a digital world where rapid change continues to create both challenges and opportunities for businesses and leaders alike. This quick guide contains useful insight and practical models to help leaders understand and navigate this changing environment.
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
This quick guide shows customer-centric brands how to leverage the power of customer ratings and reviews, covering topics including consumer trust, third-party review sites, review partners and measuring ROI.
This quick guide looks at the potential benefits for brands from price comparison websites and looks at how they can help deliver on a brand’s broader marketing objectives and strategy.
This quick guide sets out practical advice on how to optimise conversions throughout the customer journey by taking a user-centric approach.
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
This quick guide provides a starting point for marketers looking to master the art of email, covering aims and goal setting through to segmentation and creative.
This quick guide offers an introduction to content strategy, providing guidance and outlining some key definitions, processes, tools, frameworks and practices that can enable an optimised approach.
An introduction to ecommerce strategies, offering practical advice and guidance that marketers and ecommerce professionals can apply in their day-to-day roles.
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
An abridged version of Econsultancy’s Learning from Digital Disruptors Best Practice Guide, looking at how disruptive businesses operate, and the strategies and tactics they adopt for success.