How advanced data analytics will continue to streamline digital marketing strategy in 2020

It’s not controversial to suggest that talk of data analytics, over the last two decades, has far exceeded the examples of its successful implementation. We aren’t talking here about basic Google Analytics, but of programmes of activity and technology that really delves deep into improving insights and targeting, and dramatically impacts commercial decision making.

Perhaps the best...

The rise of ‘algorithm hacking’ – and how it may be leading marketers astray

Even though Robert Burns wrote the line “the best-laid schemes o’ mice a’ men/gang aft agley” more than 200 years ago, it still resonates. In the age of artificial intelligence (AI), many brands are learning this the hard way as a new generation of algorithm hackers subvert their use of cognitive technologies.

AI is...

By Kate Muhl, 09 January 2020, 0 comments. Categories: Attribution, Automation, Customer Experience, Data-driven marketing.

How to deliver the experiences the CMO craves – through the systems the CIO needs

The collaborative relationship between a CMO and a CIO is crucial and has increasingly become a hot topic. Forrester recently stated that a CMO’s collaboration with a CIO is one of the four essential steps for a CMO planning their marketing evolution, while according to IDG’s State of the CIO research, 55% of CIOs are spending

By Laurence Parkes, 08 January 2020, 0 comments. Categories: Advertising Technology, Attribution, CMO, Data-driven marketing.

Like for like? Why the traditional tool of social media affirmation needed to shift

The ‘like’ was unassuming. Few anticipated that a miniature, good-willed icon of a thumbs-up could dictate corporate and cognitive wellbeing. At its best, the like has been massively generative to individual and industry alike. It’s turned people into brands, spawning influencer culture, and has reshaped global marketing.

But the like isn’t always at its best. People have died chasing them (think selfies on railroad...

By Mira Kopolovic, 26 November 2019, 0 comments. Categories: Attribution, Branding, Content Marketing, S-Commerce, Social Media Marketing.

Instagram confirms it is hiding likes in the US: The agency and analyst perspective

Instagram has been dabbling in the waters of hiding likes, but with the news last week that the US was being tested the company jumped right in – and certainly made a splash in the process.

Speaking at the Wired 25 event in San Francisco, Instagram CEO Adam Mosseri confirmed the rollout. The system, which has seen test...

By James Bourne, 18 November 2019, 0 comments. Categories: Attribution, Content Marketing, Influencer Marketing, Social Media Marketing.

How AI-enabled marketing can lower website bounce rates and improve accessibility

Marketers always strive hard to boost website traffic. A significant metric which quantifies the performance of websites is the bounce rate, indicating the percentage of users who leave without delving any further than the initial page.

In this context, it is important to understand web accessibility. The Americans with Disabilities Act (ADA) became law in 1990. It...

We are at the tipping point in defeating mobile ad fraud: What more needs to be done?

Mobile ad fraud is an issue for everyone working in the programmatic industry, and it’s clear that there is an overwhelming tide of parties committing it.

Many sources suggest that 40% of a typical advertising investment ends up being fraudulent. Within this, global loss to mobile-based ad fraud is estimated to make up almost half of total digital ad...

By Noelia Amoedo, 10 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Mobile Marketing.

Google says goodbye to the Average Position metric: What do marketers need to know from here?

In advertising, there are several key questions that are always bandied around: how are our ads performing? What’s the ROI like? Are we increasing brand awareness?

Marketers using Google Ads have been comfortable responding to these questions, often relying on the ‘average position’ metric but as of September 30 that metric was fully retired to make way for...

By Wesley MacLaggan, 02 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Search Marketing.