A guide to the latest trends, developments and statistics in ecommerce, providing a snapshot of what is happening right now. This quarter’s edition includes early results from peak season, the latest developments in GenAI and the growing focus on sustainability in ecommerce.
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 […]
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 […]
Marketers must learn how to interpret the insights that are generated. Data storytelling is arguably the single most important element that marketers can add to this process – (responsibly) crafting 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. […]
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. […]
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 […]
We spoke to a roster of experts about generative AI in 2024, how to balance innovation with potential risks, and the future of human involvement.
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 […]
In order to give a full picture on the performance of marketing campaigns across digital, approaches for capturing online and offline touchpoints and conversions need to be as comprehensive as possible. This chapter gives an overview of the key principles of data collection and how to track data across different channels. Key principles Realistically, it […]
This chapter covers the general requirements of a measurement setup, data flow customisations and the most effective tracking approaches. Understanding measurement and analytics capabilities 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 […]
Our social and influencer experts identify 14 trends they expect to see next year.
In the wake of Spotify Wrapped, we consider how brands can create an effective Year in Review campaign? We look at successful examples from Asda, Peloton, AllTrails and more.