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 …
Category: Insight
Three things to help your econometrics provider deliver better results
There are many complaints around marketing mix modelling outputs, such as: It can’t explain small spends There is a big piece of base It is costly to split by segment It is not always easy to action Here are a few ideas to help get the most out of the process: 1. Provide additional insights or benchmarks …
How do you consider CRM in attribution?
Attribution is about looking at the contribution of all channel activity to determine which channel or combination of channels are driving the sales and uplift. When it comes to CRM as one of those channels, assuming most of your existing customers are on your CRM program (permissions willing etc), you can easily get into a …
Why is attribution todays “hot topic”?
When it comes to attributing success metrics, each channel typically has its own way of measuring its impact or performance. These approaches are generally how we make our decisions on what media to buy: Any direct mail/email/tele comms would match the outbound with responses Broadcast media like TV & radio would look for an uplift …
How to make Attribution actionable
Maslow re-invented…. Maslow defined a (now) commonly known hierarchy of needs to understand how you can motivate people. The theory states that there are layers to motivation, and like a builder constructing a wall, you can’t have the top “self-actualisation” or total motivation, without some basics in place – like food & clothing. Introducing Thompson’s …
Implications of the Government’s proposed new digital rules and data protection regime
Back in September 2021, the Government launched a consultation in a bid to reform digital competition and data protection. The consultation focused on key regulations that impact organisations communicating in the digital space: The data protection regime (GDPR 2018) Privacy and Electronic Communications regulations (PECR) Data protection act (DPA 2018) The idea behind the reform …
Our key takeaways from the Epsilon Abacus Insight Day
It was a great day on level 42 of the Leadenhall Tower (aka the cheese grater) last month for the Epsilon Abacus Insights Day. For the unfamiliar, Epsilon Abacus is a premier data cooperative for catalogue and multi-channel retailers. There were informative talks from Epsilon and their digital and US sister companies, as well as …
How to embrace data-driven marketing decisions in your business
For anyone working in a business intelligence or analytics role, the value of data to drive decision-making is rarely questioned. Sometimes though it can be tough to convince stakeholders who would rather go with a gut feel, if they can’t access reliable data quickly. A key objective of any marketer is ensuring there is positive …
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. …
Key learning points from the Epsilon Abacus Insights Day
What a great day at Epsilon (Abacus) insight day. For those of you unfamiliar with Abacus, they are a data cooperative, acting as a central point to 200+ brands looking to share knowledge and insight. As part of their offering, these brands will share their customer database (in a GDPR compliant manner) allowing each other …
