Everything You Know About Digital Measurement is Wrong

Let's start at the top. The key to successful dashboarding and reporting is finding a small set of site KPIs that are understandable and immediately actionable. Your measurement department has probably delivered exactly that – a small set of key metrics like Site Conversion Rate, Total Visits Trend, Overall Site Satisfaction, etc. all laid out in big numbers with great fonts, pretty colors, big trend arrows and lots of Tufte-inspired whitespace.

Sadly,...

By Gary Angel, 01 May 2012, 0 comments. Categories: Data-driven marketing.

Attribution and Analytics need to pinpoint the top of marketers’ agendas

Attribution and Analytics technology is very much underused as an integrated marketing solution by marketers and as a result they are missing an easy way to get to know their customers better.

With the main motivation for marketers this year being integration, they need to understand which digital platforms customers use most and be aware of  what conversations they are having on these platforms, as well as being aware of consumer purchase behaviour if they are ever going to formulate an informed...

By Mat Perkins, 23 April 2012, 0 comments. Categories: Attribution, Data-driven marketing, Web Analytics.

Is the term 'engagement' meaningless? #SMWF

Is the term engagement meaningless? What are we really chasing when we start measuring it? This was a key theme of social media engagement session at #SMWF this week.

A great panel, including Allister Frost, Head of Digital Marketing Strategy, Microsoft, Reggie Bradford, CEO, Vitrue, Jonathan Bean, COO, Mynewsdesk and Patrick Salyer, CEO, Gigya, took part in a wide ranging discussion, packed with prescient points and insightful questions.

The session...

By Matt Henkes, 30 March 2012, 0 comments. Categories: Campaigns, Data-driven marketing, Social Media Marketing.

dot Brand Decision Time

In 2013 we can expect to see a number of .brands, alongside more familiar top-level domains, such as .co.uk or .com. However, the short window of opportunity for businesses to own and manage their own TLD will soon close, with the deadline for applications closing on the 12 April. Roland LaPlante, CMO of Internet infrastructure solutions provider Afilias, discusses the issue and highlights what benefits the brands will receive as a result.

Earlier this year, the newest and, arguably, most innovative change...

By Roland LaPlante, 27 March 2012, 0 comments. Categories: Campaigns, Data-driven marketing.

Google Analytics aims social media reporting at the bottom line

Google has announced the addition of a new feature to its analytics suite that aims to tie together two traditionally slippery bedfellows, social media and demonstrable bottom line ROI.

The company says its new social reports shed light on the conversion rates generated by social channels. Group product manager Phil Mui said the initiative aimed to help marketers do three things:

  • Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions 
  • Understand social activities...

By Matt Henkes, 22 March 2012, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

Hootsuite & Adobe collaborate to aid social media ROI

Social media management system, Hootsuite, has partnered with Adobe to help marketers calculate their social media ROI.

The integration between the social media tool and Adobe’s Digital Marketing Suite will help connect social media messages with website conversions and statistics in order to measure engagement for businesses and organisations.

Marketers will be able to gather data that they can create effective strategies to in order to achieve the best results possible.

Ryan Holmes, CEO of Hootsuite,...

By Dani Millward, 08 March 2012, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

Upstream: Alarming consumer attitudes to excessive marketing

A new YouGov survey into the attitudes of consumers to digital advertising has revealed some alarming trends around how the explosion of digital marketing has jaded many consumers, and hinted that a shift in approach may be required by digital marketers.

Marketing Tech contributor Marco Veremis is president at UpStream, the digital response specialist that commissioned the research, and a front runner in mobile and digital advertising for over a decade. Speaking to him at

By Matt Henkes, 05 March 2012, 1 comment. Categories: Advertising, Data-driven marketing.

How to win back your email subscribers

Reengagement programmes seem to have a number of definitions and suggestions on how to approach it are infinite. But no matter how you look at it, the fact is that it’s less expensive to maintain an existing customer than it is to acquire a new one. The prospect of reengagement, therefore, should appeal to any marketer.

Historically, the prevailing attitude among email marketers was that since sending email is so inexpensive, it's not worth the trouble to suppress inactive users. Not too long ago it was...

By Kara Trivunovic, 07 February 2012, 0 comments. Categories: Data-driven marketing, E-Commerce, Email marketing, Publishing.