Our 2016 Measurement and Analytics survey is in the field and you can take part yourself to receive a free copy of the ensuing report.
Last year, the survey found that fully two-thirds of client respondents have no formally documented analytics strategy.
These marketers are no doubt still attempting to optimise their marketing spend in an ad hoc fashion, so what needs to change?
I’m not trying to teach anyone how to suck eggs here. Perish the thought.
But let’s face it: some of you probably just smile and nod when somebody starts going on about the merits of ‘second-party data’.
Sure, everyone knows what these terms mean in principle, but in this post I’m going to break down three key types of data – first-party, second-party and third-party – and explain what they all mean, where the different data sets come from and the pros and cons of each.
I’ve been trawling through the Festival of Marketing presentations from 2015, to deliver you some statistical goodness.
OK, it’s a bit of a potlatch, but a damn tasty one with something for everybody’s palate.
Grab a spoon…
Most organisations have well-defined business and IT strategies. With data becoming key to business success, a coherent data strategy is now also important.
At the Festival of Marketing the Econsultancy Digital Transformation team met with a number of marketers, and it became clear that many businesses are struggling to develop a coherent data strategy.
Over the past five years, marketing automation has ballooned into a billion pound industry.
Many businesses of all shapes and sizes have been drawn in by the potential upside of lead nurturing, lead scoring and triggered responses to critical prospect activities.
Marketing automation has promised the ability to bring efficiency and scale to marketing programs in a way that has, up until now, been impossible.
Unfortunately, too many marketers have confused ad-hoc social media promotions with genuine agile marketing.
While the original concept of ‘agile’ as a way of working was first popularised in the world of software development, it wasn’t until recently when applied to the realm of social media that we’ve started to talk about ‘agile marketing’.