data

Developing a Data-Driven Strategy

A good data strategy should align with the wider marketing and business strategy, but it should also demonstrate and reflect a good understanding of where the business or marketing team is in terms of data capability, the key objectives that there are for data, how those objectives are going to be achieved and a way […]

20 minute read

Advanced Measurement

Marketers will have many measurement tools and techniques in their marketing toolkit, but the rise of increasingly sophisticated technologies requires new skills and approaches. Knowing how to maximise data to its fullest potential is what differentiates truly data-driven businesses from the rest, as outlined in this chapter. Data maturity Central to the concept of data […]

9 minute read

Testing and Optimisation

The ability of an organisation to leverage data – either for singular marketing campaigns or wider business strategy – points to a degree of data maturity. It indicates that the process of becoming ‘data driven’ or undergoing ‘data transformation’ as part of a wider digital transformation programme, is underway. Purpose Engaging in testing and optimisation […]

26 minute read

Data Visualisation and Narrative

Marketers must learn how to interpret the insights that are created. Data storytelling is arguably the single most important element that marketers can add to this process – (responsibly) generating a convincing narrative from the end results of analysis brings the data to life. This chapter looks at various methods for visual storytelling with data. […]

16 minute read

Initial analysis

After the data is prepared and the context of the analysis within the measurement plan understood, indicators are calculated and analysis is performed to generate the information that can then be assessed, visualised and presented. This chapter guides marketers through the key first steps, providing an overview of common performance metrics and methods for analysis. […]

15 minute read

Interpreting data

As essential as accurate data collection is the interpretation of the data. The process of gaining information and insight – finding meaning in the data – and then communicating that effectively across the business is vital so that the knowledge derived can be actioned through informed decision making. Business objectives Data analysts have a number […]

16 minute read

Measurement Technology

Measurement technology has evolved significantly over the past decade alone, with constantly changing tools and data infrastructures keeping marketers on their toes. This chapter provides marketers with essential information about key measurement tools and data infrastructures, and how to ensure their marketing tech stacks are futureproof. Tools Dealing with measurement tools and structure independently of […]

18 minute read

Data Collection and Analysis

In order to give a full picture on the performance application of the tracking mechanisms for marketing campaigns across digital, approaches for capturing offline touchpoints and conversions need to be as comprehensive as possible. This chapter gives an overview of key principles of data collection and analysis and how to implement different channels. Key principles […]

10 minute read

Measurement Configuration and Tools

Effective marketing measurement depends on available technology within the organisation and what data can be made available from any partners or platforms. The key is to not focus on technology as the first step or be distracted by potential new tools. When working through the process, the existing abilities of the tech stack should be […]

24 minute read

Measuring Performance

Digital transformation has had an impact on almost every aspect of an organisation, though only now is the role of data in transformation being fully understood and valued. Today, marketers can measure performance more than ever before, so what skills, resources and methods will help to achieve the best results? Selecting what to measure Once […]

30 minute read

Measurement Strategy

A measurement strategy in itself is a definition of how data will be used to understand how business goals are being met. This chapter examines the creation of the strategy itself. Defining measurement strategy Almost all areas of business are now engaged with customer understanding and business performance data. It has become essential for marketing […]

14 minute read

Understanding the Measurement Environment

Present day challenges centre on two environmental trends – customer focus and technological change. These environmental pressures require that an organisation plans a data and measurement strategy so that they can deliver the levels of insight marketers require to communicate their value and achieve objectives. Understanding this context helps inform approaches to implementing measurement and […]

21 minute read