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 …
Category: Article
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 …
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 …
Digging for gold inside your website code
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 …
Lessening uncertainty in business and crisis planning
One of the biggest challenges in business (or crisis) planning are varying predictions. Even those taking more scientific approaches often find results contradict each other. Common causes for this are: Underlying data Error in underlying assumptions Correlation vs causation The modelling approach used However the real challenge often comes as a combination of these. Firstly let’s review each …
Why affiliates are breaking your attribution reporting (and how to fix it)
When brands need to work out which marketing channels are driving spend, affiliate programmes consistently rear their head as a huge pain point. They typically barge into the sales process, ‘claiming’ sales regardless of whether they had any impact at all. This was a hot topic back at the DCA’s Silver Market Day and was …
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 …
