Ecommerce Best Practice: Measurement
This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.
This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.
A guide covering approaches to marketing measurement and analysis, also looking at how businesses can tailor their measurement strategies to their available data maturity and resource, and reviewing some of the common tools used by businesses in data analysis.
A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.
A best practice guide for marketers looking to understand how to leverage AI, machine learning and predictive analytics to derive value from their data and gain a competitive edge.
Market research provides vital insight into customer behaviour. This best practice guide defines a framework for conducting market research and demonstrates how data can be turned into insight, and then into action.
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
A report aimed at helping marketers better understand data within the wider scope of digital transformation and how data underpins businesses. It sets out why digital transformation is needed, the role of data, the DaaS model, data strategy frameworks and why transformation can fail.
A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]
Econsultancy research indicated nearly half (47%) of UK marketers faced budget cuts following the Covid-19 outbreak. This report provides guidance about how to thrive despite budget cuts during these ‘unprecedented times’, and tips on getting the most out of channels and restructuring teams effectively.
1. Introduction 1.1. Executive summary With an increasing number of digital channels, the time, attention and trust that consumers have to give to marketing content is fragmented. To make matters worse, consumers’ unprecedented power to control their media experiences has made it more challenging than ever to reach them. On the other hand, marketers have […]
CDPs are powerful tools that unify data and give businesses a 360 view of the customer, enabling personalisation at scale and in real time. This best practice guide looks at their key features and benefits and provides a step-by-step guide to implementation.
At Think Summit Europe, Movable Ink CEO Vivek Sharma shared how an ensemble approach to AI models can address the personalisation challenge in CRM, and how AI-as-co-pilot enables marketers to put customer over campaign.
At the Festival of Marketing, CMO Barron discussed how Domino’s has capitalised on data to increase CLTV, optimise the ordering experience and evaluate media plans.
Nick Cowling, Head of Performance at Everybody Agency, tells us how healthcare and pharmaceutical marketers may mitigate for the deprecation of third-party cookies in their heavily regulated sector.
Angharad Exley, Senior Marketing Manager at Pasta Evangelists, discusses the brand’s personalisation journey, including their approach to email and discounting.
Speaking with Econsultancy Managing Partner Paul Davies, IMRG Founder Emeritus James RJ Roper looked back to the early noughties and the difficulty major retailers had in making “a serious, long-term commitment” to ecommerce.
“The real value… isn’t in the tech itself, but in how it kicks up quality or efficiency,” says Julius Kontiola of design studio Kallan & Co.
In recent years there has been a marked shift towards Google’s AI taking the reins from PPC marketers, leaving marketers with less manual control. How has this trend changed the game for paid search, and what does it mean for the role of a search marketer?
Econsultancy’s Future of Marketing survey found that 32% of marketers say their organisation is already using generative AI tools and 43% are actively considering doing so.
Findings from Econsultancy’s newly-published Future of Marketing 2023 report show that just 8% of marketers say they are “fully prepared” for the continued cookie crackdown – and only half say they offer a clear value exchange for customer data.
AI leadership roles are on the rise according to recent figures from LinkedIn. But what should they do? Where should they sit? And are they here to stay?
Email remains an important channel for marketers in 2023, with automation and innovation in artificial intelligence enhancing the effectiveness of campaigns. According to the DMA’s Consumer Email Tracker, 32% of consumers say they find email brand messages useful – a rise from just 15% in 2021. At the same time, however, new privacy measures and […]
Experts from House of Performance and Oliver Agency tell Econsultancy how the balance shift from personalisation to privacy is impacting paid social and its measurement.
A webinar drawin on Econsultancy’s report on best practice in AI, Machine Learning and Predictive Analytics.
A webinar highlighting a recent global report that reveals how consumers feel about privacy and control of their data, their affinity for marketing channels such as email, social and targeted ads along with what they believe drives brand loyalty.
The network operator’s behaviour-based data-modelling allowed it to serve hyper-personalised messages to customers who were most likely to convert during key campaigns
The streaming platform worked with Braze to capture zero-party data to allow it to tap into fans’ passions across key content brands
Netherlands-based Continu worked with Adwise and BlueConic to execute a multichannel digital campaign
This quick guide looks at the business benefits of marketing automation, including the ability to deliver personalised, omnichannel experiences to customers and improve acquisition, engagement and retention. It provides an overview of the main features offered by marketing automation platforms, and the key steps to successful implementation.
This quick guide provides an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
This quick guide looks at techniques for measuring digital marketing effectiveness in an increasingly customer-centric market, and discusses strategies for success amid technical and regulatory industry changes.
This quick guide provides an introduction to AI, machine learning and data analytics and explores their potential applications across the customer lifecycle. It outlines how marketers can build a solid data strategy from initial assessment to governance and oversight.
This quick guide examines the different types of segmentation that can be used to group audiences and customers, explaining the key benefits and challenges of each approach and how personas can be used to bring segmentations to life.
This quick guide provides an overview of consumer neuroscience and its application in digital marketing. It looks at how key concepts from consumer psychology can inform content, messaging and user experience (UX) design.
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