Web browsing behaviour on tablets remains stable – but smartphones still dominate

(c)iStock.com/Courtney Keating

The share of tablet based mobile web traffic is stabilising, according to a new report from DeviceAtlas.

Although sales of tablets are on the decline it says that the share of tablet traffic appears to be stable, according to its web browsing statitiscs which measured phone and tablet traffic in the last quarter of 2015.

However the analysis showed that it’s smartphones that continue to dominate browsing behaviour at around four times the levels of tablet traffic for most...

By Liz Morrell, 22 March 2016, 0 comments. Categories: Mobile Marketing, Web Analytics.

How to give your email marketing campaigns a boost with personalisation

(c)iStock.com/rzoze19

We’ve seen all the surveys, we’ve read all the whitepapers, and we’re all very aware that simply adding a bit of analytics and personalisation to our email marketing campaigns can improve their effectiveness by as much as 100%. But how do we go about doing it in real-time, without making wholesale changes to our marketing systems? Here are some easy steps to take that can deliver a huge leap in email marketing performance and doesn’t take a lot of investment.

Add real-time...

Early studies show increase in AdWords CTR after Google drops right-side ads

(c)iStock.com/serg3d

The change may be relatively new, but research suggests that the CTR of Google Adwords has improved as a result of a repositioning of ads on the platform.

Since mid February Google stopped showing ads on the right hand side of desktop search results, moving instead to showing a fourth ad above the organic search results and up to three ads at the bottom of the page below the organic results.

Analysis from a two-week study of the impact of the change, shows that as a result click through...

By Liz Morrell, 15 March 2016, 0 comments. Categories: Advertising, Advertising Technology, Organic Search, Paid Search, Web Analytics.

How the CMO’s role is changing through big data and data analytics

(c)iStock.com/ismagilov

Predictive analytics is a game changer, and companies can no longer afford to ignore it if they want to remain competitive in a business world which is continually changing. Using data, business can uncover insights that can help business optimise operations, find new revenue streams and innovate. More than that, data can help businesses predict the future and automate decisions, increasing productivity.

Predictive analytics and automated decision-making should be part of a businesses...

By Markus Juhr-De Benedetti, 18 January 2016, 1 comment. Categories: Big Data, Data-driven marketing, Web Analytics.

Data sources marketers can utilise set to explode, says Salesforce

(c)iStock.com/Floriana

Companies already face a challenge making best use of the data at their fingertips to improve their business and marketing efforts, but face an 83% leap in the number of data sources to be analysed over the next five years, according to a new report.

The 2015 State of Analytics report from Salesforce Research, which surveyed more than 2,000 global business leaders earlier this year, suggests that companies must embrace the ever widening number of data sources if they are to best...

By Liz Morrell, 04 November 2015, 0 comments. Categories: Data-driven marketing, Web Analytics.

Why marketers need to get more visual in a world of data overload

(c)iStock.com/tumpikuja

In a world of data overload, the stress of trying to wade through all the information we are inundated on an everyday basis as consumers can be overwhelming. And it’s a big problem. New research by Esri UK suggests that more than a third of Brits feel stressed daily thanks to the amount of data that they receive.

And much of it is thanks to irrelevant marketing communications and spam email – a cause of stress by data overload for nearly half of all Brits (47%). The study,...

By Liz Morrell, 09 October 2015, 0 comments. Categories: Data-driven marketing, Data Science, Web Analytics.

Manchester United and HCL Technologies partner for ‘digital transformation’

Picture credit: MarketingTech

Manchester United has announced a 'digital transformation' partnership with HCL Technologies to analyse and enhance the relationship with the club's 650 million strong global fanbase.

The two organisations will create a United Xperience innovation lab, housed within United's Old Trafford stadium, which will essentially become an incubation pod for creating a unified fan experience and increasing engagement through building digital platforms.

HCL already has six similar hubs in...

By James Bourne, 03 September 2015, 0 comments. Categories: Data-driven marketing, Gamification, Web Analytics.

The future of marketing analytics: How can brands better understand their customers?

(c)iStock.com/Сергей Хакимуллин

Today’s tech-savvy consumers demand smarter apps that inform them with helpful information, connect them to tailored offers or experiences (or peers) and ultimately motivate them by using data to drive behaviour - like the best fitness trackers. This means that for marketers, good campaign design increasingly starts with the data, and in the near future will be about the interaction “device” rather than the channel or place.

It also means that despite all the hype around social media and mobile and...

By Allen Bonde, 30 June 2015, 1 comment. Categories: Big Data, Campaigns, Data-driven marketing, Data Science, Web Analytics.

Analytics to help Pizza Hut earn its crust

(c)iStock.com/ilbusca

As a business Pizza Hut is going through massive change as the company repositions itself for the future but one of the biggest drivers for change is likely to come from its use of analytics.

The company, which has more than 280 dine-in restaurants across the UK, has partnered with APT (Applied Predictive Technologies) in order to improve data driven decisions across its business – from pricing to capital investment – that will decide the course of the business for the...

By Liz Morrell, 24 March 2015, 1 comment. Categories: Data-driven marketing, Web Analytics.

Has context pushed historical insights into marketing data obscurity?

©iStock.com/Nikada

Historical data has always been one of the most important ingredients for any digital marketing campaign, but in the age of the customer does it still hold the same importance it once did?

Marketing Tech spoke to several firms at the recent TFM&A event in London and it appears that 2015 might not only be the year of the customer, but also the year where company’s move away from the data land-grab strategy of old.

One advocate for this transition is Robin Collyer, marketing...