Four ways user data can inspire Google-relevant redesigns

It’s not just SEO hype — search is becoming more data-driven, and metrics like goal conversions and user engagement are more important than ever.

All signs point to a shift in how we use search engines to navigate the internet. Google’s Knowledge Graph, Knowledge Vault, and Accelerated Mobile Pages projects, for example, are clearly designed to provide snippets of data to mobile users. This is...

Don’t leave your social media data trapped in walled gardens

Opinion A few years ago it seemed the rise of apps was unstoppable. With smartphones and tablets attached to everyone’s palm, the implications for marketers seemed clear: As consumers spend more time in apps and social media on their mobile devices, this is where marketers’ ad spend should be concentrated.

When the main apps competing for our attention are the social media giants, many then began directing spend in this direction, which explains why the IAB’s latest figures showed a

By Toby Benjamin, 14 March 2017, 0 comments. Categories: Data-driven marketing, Social Media Marketing, Web Analytics.

Don’t let big data make your head spin: Building a user-friendly marketing ecosystem

Welcome to today’s marketing data ecosystem.  It’s a myriad of data sources and tools that are supposed to help you to make more informed ‘data driven’ decisions; taking the guess work out of everything from media buying to sales and revenue attribution. That said, in reality, it can seem like a daunting array of ever-proliferating information, technologies, and vendors that makes you wonder: will it really make my job easier? The buzzwords alone - like Hadoop, big data and...

By Tom Miller, 13 March 2017, 0 comments. Categories: Big Data, Data-driven marketing, Web Analytics.

DataSift partners with LinkedIn to take marketer insights to the next level through AI

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Data marketing firm DataSift has announced it is to join forces with LinkedIn to provide greater insights into the Microsoft-owned B2B network for marketers.

The company, which describes itself as a ‘human data intelligence’ provider, is unveiling PYLON for LinkedIn Engagement Insights, which gives users various methods of increasing their engagement, from discovering new audiences for brands and products, to benchmarking, and learning which content works best with...

By James Bourne, 23 January 2017, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing, Web Analytics.

Why marketers need to see beyond click-through-rate

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Using click-through rate (CTR) as your primary digital campaign metric is like using snake oil as your primary medicine. It might make you feel good at first, but it’s not going to cure anything.

This metric is — at best — misleading and — at worst — fraudulent. 

The unfortunate difference between snake oil and CTR: Modern medicine has eradicated snake oil. Sadly, even in the face of more reliable metrics, CTR lives on in the marketing community.

The rise of...

By Sean Cotton, 08 November 2016, 0 comments. Categories: Web Analytics.

How to meet marketing ROI milestones

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Measuring the success of marketing programs is nothing new, and there has always been a focus among B2B marketers to quantify the reach and engagement of their initiatives. 

In the past, much of this measurement focused on metrics like the circulation of print publications, the growth of catalog mailing lists, business cards collected at trade shows, and completed magazine 'bingo cards'.

Today, online channels command the bulk of B2B marketing budgets, providing marketers access to...

By Patrick D. Mahoney, 14 September 2016, 0 comments. Categories: Web Analytics.

Marketing sector needs to improve at using analytics, research says

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While just last week we reported the use of analytics is going to be an increasing area for marketers, new research from Ruler Analytics last week suggests marketers aren't actually that great at measureing their own ROI. 

The research showed that on an index of 100, marketers and PR scored the lowest for 'embracing analytics' with just 28.6.

Retailers were most likely to be using...

By Rachael Power, 31 August 2016, 0 comments. Categories: Web Analytics.

It doesn't have to be websites vs apps: How both can work together

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Here’s a question: how important are websites in the mobile marketing world?  Apps seem set to dominate the way customers interact with brands. In 2015, Apple’s App Store grew by 1000 apps per day, and Google Play downloads are expected to triple by 2020. At the same time visits to brand websites are declining - digital media time in the US is now significantly higher on mobile at 51%, compared to desktop (42%). It’s tempting to think that websites have passed their best before...

By Barron Ernst, 25 August 2016, 0 comments. Categories: Web Analytics.

Majority of B2B marketers will invest in analytics over coming year

Analytics is a big area for B2B marketers, with the majority already investing and 67% planning to into this area over the next 12 months.

That is, at least, according to a new study by Regalix, The State of B2B marketing metrics and analytics, which looks at the marketing analytics landscape.

The majority of marketers who took part in this year’s study said analytics was “very...

By Rachael Power, 22 August 2016, 0 comments. Categories: Web Analytics.

New AI video ad optimising solution launches

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Artificial intelligence is proving itself to be more than just a buzzword recently, especially when it comes to marketing. 

From IBM Watson to the rise and rise of chatbots, AI's not only becoming prominent in largescale marketing channels everywhere, but it's making headway in video advertising too, it would seem. 

That's at least according to video platform LoopMe, which has announced new optimisation and reporting technology, PurchaseLoop.

The...

By Rachael Power, 22 August 2016, 0 comments. Categories: Video & Audio Marketing, Web Analytics.