While many marketing data projects were on pause at the start of 2021, the lockdown easing has prompted organisations to reboot improvements to their marketing analytics and insights. 2021 was certainly a year of two very different halves. Fortunately, the second half saw some exciting marketing data management projects emerge and get underway. This is …
Author: Michelle Daniels
How to improve the accuracy of your website’s analytics
When it comes to measuring a website’s effectiveness, most people’s first point of call is their site’s analytics. In doing so they’re willing to accept a generic tally for ‘user’ numbers and ‘user activity’. In reality though, this gives limited information to: Really understand engagement levels of those users Evaluate how the users came to …
Measuring the impact of a marketing channel in relation to others
With today’s multi-faceted campaigns, marketers often seek a means to evaluate different elements of their marketing activity in order to gauge and report accurately on overall campaign effectiveness. They want to pinpoint the value of different elements – assessing each channel’s worth and also groups of channels.In our Mastering Marketing Attribution Tracking series, the Fusion …
Success stories in multi-website management
How to measure marketing campaign responders more effectively
Given the investment and effort marketers put into their organisation’s campaigns, it’s no wonder that how you measure campaign outcomes is a key consideration. Of course online campaigns such as AdWords come with detailed analytics, but they only really show one action taken from the ad (eg a click, call or other set goal). They …
Mastering marketing attribution tracking
It was Einstein who said that “If you can’t explain it simply, you don’t understand it well enough”, but we doubt he’d many conversations about marketing attribution. In an attempt to prove him right, however, The Fusion Analytics team have written a four part series of guides aimed at explaining in simple terms how to …
Understanding your digital ads’ true return on investment
There are many ways in which digital advertising can have an impact on someone’s propensity to buy from your business. So when it comes to reviewing customer attribution performance in relation to marketing spend, approaches vary depending on the channel used, external factors such as buyer behaviour and seasonality, and other elements of the marketing …
A new era for data management: reconciliation
As organisations get more systems and tools with more innovative ways to collect data, data management has entered into a new age of challenges. We call it the reconciliation era. My grandfather was a bank manager and a very attentive one. He spent many weekends reviewing his books when the accounts were just a few …
Marketing attribution approach selection tool
If you’ve ever wondered why there are different approaches to marketing attribution and want to find the best way to measure the influence your marketing has on the customer journey, we have a tool which can help. It will help you to determine the best attribution approach for your business and check if you’re using …
A quick-fix for agencies’ expertise gaps
In these unprecedented times, it can be tough to quickly access the right talent for projects and keep clients happy. At the same time, no agency wants to turn away work or complete an assignment to the client’s dissatisfaction. As teams contract or become more flexible to adapt to the new trading conditions, gaps in …
