When we talk about data in an organisation, there are some types which we immediately think of: Customer data Address data Product data HR data Finance data All of these categories of data are critical to running a business, and sorting out that data will greatly benefit the business. But lots of people are doing …
Author: Michelle Daniels
Insights to be gained from integrating surveys with website traffic
A detailed knowledge of the customer journey helps a business to, not only evaluate the effectiveness of its marketing, it also helps it identify areas of improvement which can in turn boost sales and loyalty. Customer journeys are usually varied and influenced by interactions with a variety of different marketing channels which an organisation utilises. …
When outsourcing analytics makes commercial sense
How we helped an agency make £20 for every £1 they spent with us An analytics agency supporting a large multinational sports brand recently called us in to help them investigate a misalignment in forecasting and product planning across several of their client’s cross-functional teams. Here’s how we not only solved the challenge the agency’s …
Marketing data management predictions for 2020
2019 will no doubt go down as a year of huge political upheaval and uncertainty, where businesses tried to navigate their way through an unclear economic landscape. With the recent election result, does this mean everyone can finally have some surety in their plans? For those involved in marketing data management and analytics, here are …
Common challenges with data project pitches
In his latest LinkedIn article, our MD and Chief Data Evangelist – Howard Thompson – discusses the challenges organisations face when trying to balance the short-term vs the strategic view when resolving data issues. Howard explains how organisations and their data advisers can collaborate to find more future-proofed solutions that resolve issues both immediately but …
Understanding significance testing in marketing
Whether you are new to data management and modelling, or a seasoned pro, it is easy to get confused with the terminology and approaches when it comes to significance testing. Significance testing is used to understand results of almost any quantitative activity. In marketing it is often used in research, customer relationship management (CRM) activities, …
How accurately are you predicting your customers’ Christmas purchases?
5%
Working with a large UK e-commerce company, the Head of Marketing has a rough rule of thumb for splitting revenue when budgeting. They apportion it as: 1/3 on product development and sales support 1/3 on marketing 1/3 contribution towards costs and overheads & profit The company’s profit is about 10% of revenue. The Head of …
Reducing a website’s bounce rate
A common question we’re asked by businesses seeking our help with their analytics’ data is how to reduce a website’s bounce rate. For the unfamiliar, the bounce rate represents the volume of users who land on a page in your site and decide to leave without going to a second page or triggering a custom …
How to get more conversions on your website’s product pages
Many businesses report that customers are taking their time when researching their products or services. There’s often a significant delay between viewing product information on a web page and actually getting in touch with sales teams or buying through the site’s ecommerce platform. In fact, one business we recently supported tracked an average of 7 …
