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.
The Fundamentals of Marketing Measurement and Analytics
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.
Data-driven Marketing Best Practice Guide
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.
AI, Machine Learning and Predictive Analytics Best Practice Guide
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.
The Fundamentals of Market Research and Insights
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.
Measuring Digital Marketing Effectiveness Best Practice Guide
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.
Digital Transformation and the Role of Data
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.
Segmentations and Personas Best Practice Guide
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.
Understanding Customer Lifetime Value
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 […]
Optimising Marketing Spend Best Practice Guide
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.
Working Effectively with Data Teams
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 […]
Customer Data Platforms Best Practice Guide
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.
Specsavers’ head of analytics on talent hunting: we’re ‘less focused solely on GA and technical skills’
In January, the 2023 Marketing Week Career and Salary Survey found that more than a third (34.4%) of marketers identified data and analytics as a significant skills gap within their organisation, making it the biggest marketing skills gap for the second year in a row. The question of how to tackle marketing’s various skills gaps […]
TGI Fridays on CRM, rewards and ‘innovating on celebrations’
At a recent event, interim CEO of TGI Fridays Julie McEwan spoke about the brand’s work to innovate on its legacy and invest in digital platforms.
‘People have been talking about personalisation for years’: Movable Ink’s James Glover on how brands can now deliver on its promise
The general manager of AI at the content personalisation company discusses the capabilities of its Da Vinci AI solution, and how marketers should approach personalisation.
How value-based healthcare is changing pharma’s approach to customer engagement
A look at how patients are being empowered to share real-world data, and digital is being used to both improve value for patients and engage HCPs.
‘AI-powered’ search is off to a problematic start. Can Google and Bing fix it?
Google and Microsoft are racing to be the first to launch generative AI chat in search, with release announcements coming within days of one another. However, the problems are already beginning to show. What are they, and how could they be addressed?
Econsultancy’s digital and marketing trends for 2023
What are the overarching trends that will define how marketers will think and act in 2023, and the challenges and opportunities they will face? We explore four key trends. For some more channel-specific predictions, see our previous expert roundups on ecommerce, personalisation, retail media, influencer marketing, SEO, and social ads. Our trends for 2023: Resisting […]
Ketch’s Russell Howe on how brands can succeed with data privacy
Russell Howe is VP EMEA of data privacy company Ketch. We spoke with Russell to find out about what his role entails, the key elements of a successful data privacy program, and how businesses can overcome data privacy’s most common pitfalls. Tell me about your role – what does a typical day look like for […]
Personalisation in 2023: What do the experts predict?
Personalisation – is it the key to conversion and the logical endpoint for comms, or merely a marketing pipedream? The answer is likely somewhere between the two, but to give us some more perspective on what marketers should expect from personalisation in 2023, I asked the opinions of some experts at AI-powered SaaS content platforms […]
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Does ChatGPT really pose a threat to search engines?
OpenAI’s ChatGPT has gone viral, with many claiming that this sophisticated chatbot could displace Google. But how well does it really perform as a search engine?
AI, Machine Learning and Predictive Analytics Webinar
A webinar drawin on Econsultancy’s report on best practice in AI, Machine Learning and Predictive Analytics.
Security software company cuts cost per acquisition by 75% with Google Ads overhaul
Noggin worked with Rocket Agency to rethink its paid search strategy, resulting in an increase in leads for less cost.
Luxury watch retailer expands audience reach with data-driven influencer marketing
Watchfinder & Co partnered with OneFifty Consultancy to identify new audiences via Network Mapping and then engage 125,000 consumers via influencer content and paid social advertising
BSI increases B2B conversions by 254% with advertising and content optimisation
BSI, the UK’s national standards body, worked with The Think Tank to test channels, messaging and creative assets on different business sizes and sectors to build a more effective customer journey
Quick Guide to Data-Driven Marketing
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.
Quick Guide to Measuring Digital Marketing Effectiveness
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.
Quick Guide to AI, Machine Learning and Predictive Analytics
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.
Quick Guide to Segmentations and Personas
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.
Quick Guide to Consumer Neuroscience and Digital Marketing
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.
Quick Guide to Customer Data Platforms
This quick guide provides marketers with a clear definition of what a customer data platform (CDP) is and how it differs from other data tools. It outlines the benefits, considerations and potential challenges for businesses looking to implement a CDP.
Data and analytics - explore the ISD
Find all the data and analytics you need on a vast range of marketing topics. Browse, save and export charts as you go.
