Dyson: Lessons from its first retail experience

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Dyson's just opened its first dedicated UK store, taking its offering up a notch. But how did the business' first retail concept fare against other innovation heavyweights in terms of customer experience?

Of course, brilliantly. But we could still urge them to go further.

The store seems aesthetically sharp and alive with motion. Its salon experience is equipped with in-store hair stylists, meaning Dyson drives understanding of its...

By Kevin Gill, 28 July 2016, 0 comments. Categories: Attribution.

Marketers should adopt blended attribution model

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Marketers should look to a blended attribution model that combines both ad views and clicks for the greatest success, according to AdRoll’s whitepaper The Blended Attribution Playbook.

In AdRoll’s 2016 State of the Industry Report, published earlier this year, it found that 84% of marketers said that attribution was critical or very important to marketing success, up from 35% last year.

AdRoll claims that last click measurement only measures a portion of an audience, as...

By Liz Morrell, 11 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Attribution.

A tribute to the legendary B2B Marketer John Lennon

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Time to pay homage to one of the unsung B2B marketers of the ages: John Lennon.  Yes, outside of his music hobby, he was quite the digital marketer. He was just before his time, that is all. In fact, I like to think the iconic classic ‘Revolution’ was the anthem to B2B marketing: “You say you want a revolution. Well, you know. We all want to change the world. You tell me that it's evolution. Well, you know. We all want to change the world.”

Yes, changes –...

By Steve Gatto, 26 February 2015, 0 comments. Categories: Attribution, Data-driven marketing, Personalised Marketing.

Google claims to be winning battle against bad advertising

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Bad advertising comes at a big cost to the marketing industry but the battle against it is being won according to Google. It claims that in 2014 it disabled more than 524 million bad ads and banned more than 214,000 advertisers from its platform.

Of these 7,000 advertisers were banned for promoting counterfeit goods. That was half the number of 2013 and a massive drop on the 82,000 banned in 2012.  It says that its advanced enforcement systems are increasingly difficult...

By Liz Morrell, 04 February 2015, 0 comments. Categories: Advertising, Attribution, Paid Search, Search Marketing.

Omni-channel by default

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Today there are more devices connected to the internet than there are people in the world. In fact, looking specifically at mobile, the GSMA reported that global mobile connections passed the 7 billion mark in April 2014; predicting that by year-end, global connections would match the 7.2 billion global population total projected by the United Nations.

Mobile devices are increasingly becoming the first go-to device for communications and content consumption, according to Gartner. Its...

Why 2015 will be the year of the customer

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As 2014 came to an end, out trotted the year of the horse and shepherded in is the year of the goat according to the Chinese zodiac, that is. By comparison, the advertising tech calendar has its own oft-debated emblems - can you recall each time the year of the mobile was announced?

This new year, I’d like to take a stab in shaping our calendar based on a year’s reflection, a quick study of the LUMAscape movement and an ear to the ground for what is to come.

If 2014...

Mobile’s dual personalities

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Mobile has emerged like a juggernaut. It has smashed both the public’s and business’s perception of computing and transformed a gadget into something more akin to a life support system. Yet mobile devices and the software they run exist in parallel worlds.

There is the “just like a computer or TV only smaller” contingent, which is mostly B2C. There is the “gateway to the enterprise” market, which is pretty much all B2B. And there is the B2E...

Businesses must stay ahead of EC Data Protection Reforms, warns IAB

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It may have been a rather long-winded process but the European Commission‘s Data Protection Reforms could move forward dramatically this year and businesses must begin to prepare for the changes they will bring, according to the Internet Advertising Bureau UK (IAB).

The EC originally put forward proposals in January 2012 to harmonise the existing patchwork of different data protection rules across the continent, and replace what is now a rather outdated UK Data...

Digital commerce has impulse buying on the ropes

Picture credit: iStockphoto

Modern shoppers are making more stops than ever before on their route to purchase, with Rakuten Attribution reporting that visits to the same store prior to a conversion have tripled in the last four years.

Rakuten Attribution’s Measuring the Modern Shopper white paper found that consumers make nine and a half visits to a retailer’s site before deciding to buy, rising from three and a half in January 2010.

The study reinforced a survey from professional services company...

By Simon Holland, 25 November 2014, 0 comments. Categories: Attribution, Commerce, Data-driven marketing, E-Commerce, M-Commerce.