Using customer segmentation and attributed reporting together allows you to gain greater insight into what drives your customers to purchase.
This is crucial information in a world where paths to conversion are so complex.
Data-driven marketing is super popular right now.
Topics that stem from it – like personalization, performance optimization and customer experience – dominate blogs and research.
To many, marketing now is all about data.
In our 2016 Quarterly Digital Intelligence Briefing, more than half (53%) of marketers surveyed said ‘data-driven marketing’ was their top priority this year.
Though the headline might suggest it, I’m not going to draw a tawdry analogy.
Simply, let’s look at a few charts from Econsultancy’s new report, the State of Marketing Attribution in the UK, France and Germany, published in association with AdRoll.
Insights on meeting attribution challenges in the UK, France and Germany
Now do you think we’re sexy?
Let’s be honest, digital website or media campaigns audits don’t sound all that sexy.
For merchants that sell to their customers offline, assessing the efficacy of Facebook ad campaigns can be challenging.
This is because establishing a direct link between those campaigns and offline sales is often a guessing game, particularly for small, local businesses.
But savvy merchants will soon be able to change that thanks to Facebook’s Offline Conversions API.
Finding out the real impact of display advertising is vital for marketers in their struggle to justify budgets.
However, most are hampered by misleading click & view-based measurements.
Econsultancy’s Media Budgets Index, in association with Datalicious, compares media budget allocation with perceived media consumption.
I’ve picked out some highlights from the worldwide survey of 678 relevant senior staff, including overspend and underspend by channel.
For many brands, search advertising is already one of the most productive marketing channels.
However testing conducted by Yahoo and Nielsen Catalina Solutions (NCS) found that advertisers using paid search may be benefiting even when consumers don’t click on their ads.
Search marketing evolves on a daily basis.
The constant introduction of new and innovative processes means that strategies can shift frequently as SEOs and marketers try to work out the best way to deal with new online environments.
From Google updates to advances in technology, the methods we use to measure the success of an SEO campaign, however, may not always be giving us the full picture.
Buried deep in newspaper reports and press releases about 2015 figures and a pessimistic outlook for retail chain Next this Easter weekend was some fundamental news.
“Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated.