Marketing planning is a fundamental requirement within any successful business for a number of reasons: It helps to define clear, measurable objectives which align with overall business goals; whether that is to increase sales, expand the market share or launch a new product. It can help with aligning resources (financial and human) to achieve the …
Category: Article
How to measure marketing impact on retail vs. online sales
I have sat in many meetings with people (even researchers who normally would run a survey to prove this) who say that “people browse instore and buy online”. A digital marketing manager for a furniture retailer asked me to look for proof of the reverse. We looked at two approaches; a research based one and …
How to measure brand activity in a performance marketing world
Brand and performance marketers can argue around the houses of attributed sales vs uplifts in sales. Let’s consider why! People used to shop in the high street, and see a range of shops. Brand marketing would then increase the chances of you buying that product rather than another. Great example, Coke or Nike! Those brands …
How to measure offline marketing channels
Before the days of the internet many companies favoured direct marketing activity due to its ability to track performance. The types of channels we consider are: Direct Mail, Door drops, Press Ads & Inserts (with offer codes) For these channels, you typically had some sort of “reach” metric – i.e. how many you sent, and …
How to measure Out of Home within your marketing mix?
I have noticed a rise in promoting Out Of Home (OOH) advertising, which largely refer to billboards, however could include other activities driven by promotional teams. The trouble as a marketer is “how do we measure such activity?” There are three things to consider when looking at measurement: How many people that engage with the …
Big Data London 2023
The team attended the Big Data event 2023 this year. Proving very popular, having to queue to get into the talks and navigate around the venue. Clearly people are enjoying being back face to face more and networking. The hot topic was AI. Some opinions are that AI is going to be as powerful as …
Exploring the use of Augmented Analytics
One of the key trends we mentioned in our predictions for 2023 was the rise of the use of augmented analytics. This is making use of AI to prepare datasets, analyse it, identify trends and patterns and visualise it. This then leaves the work of the user to interpret and take direct action to influence …
How CFOs can help plan Marketing budgets
Each company is structured differently, but generally several departments will have a say in the overall forecasting of the business. As Finance teams control the budget, this can often mean that they have “final” say on the plan but usually not involved at the detailed level of each function. So how do they know they …
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 …
