Three ways you can use Google’s tools to dominate local search

Often, when companies think about search engine optimisation, it’s largely focused on determining where their business shows up on a search results page. While this is, of course, an important part of the equation, it also assumes that all search is the same. In truth, search results are not created equal — especially when it comes to those for local businesses.

Unlike companies that operate primarily online or...

By Joe Arduini, 09 October 2019, 0 comments. Categories: Advertising, Advertising Technology, Search Marketing, Web Analytics.

Zero likes given: Kahlua’s latest campaign was true to its roots – but portrayed a serious message

Last month, a curious exhibition took place in New York. The photographs showcased would have, by conventional standards, led to the exhibition being a complete dud.

Yet this pop-up showcase, put together by liqueur brand Kahlua and actress Jackie Cruz, proffered to showcase a different form of creativity. The pictures (below) had been uploaded to the ether of Instagram but had not received a single like between them.

By James Bourne, 02 August 2019, 0 comments. Categories: Branding, Influencer Marketing, Social Media Marketing, Web Analytics.

A guide to campaign tracking for simple and stress-free analytics

Any business that wants to be successful needs to know which marketing techniques are effective to their customers, members and target audience. Without this knowledge, it’s impossible to know whether your marketing campaigns are effective or if they are simply wasting your time and money.

Which means that campaign tracking is a fundamental part of digital marketing reporting, and if you’re not doing it, or doing it incorrectly, then you may end up using your budgets for activity that...

The 2019 data outlook sees spending rocket and multi-channel key amid regulatory concerns

Data spending continues to go up - but getting fresh, gleaming, actionable insights remains a challenge. According to a new survey published by the Interactive Advertising Bureau (IAB), organisations are looking to multi-channel to create those harmonious experiences users will love.

The study, which polled 105 professionals focused across marketing service providers, developers and publishers, found cross-channel campaign measurement and attribution - cited by 57.3% of those polled - was a top priority, as...

By James Bourne, 12 March 2019, 1 comment. Categories: Advertising, Branding, Data-driven marketing, Programmatic, Web Analytics.

Yannic Pluymackers, CMO, Lastminute.com: On management and creating moments for users

You don’t have to be a data scientist to be a CMO these days, but it helps.

That might be stretching the idiom a bit – but a data-centric background certainly hasn’t hindered Yannic Pluymackers. The chief marketing officer of Lastminute.com for more than two years – while admitting he is no data scientist himself – studied economics and statistics at university, and feels being conversant in these disciplines is...

Three key ways predictive analytics can improve social performance

AI is gaining significant readership. Businesses of all sizes, all over the world, are becoming conscious of the rise in AI in the marketing field. Why is this happening? Put simply, every single business needs the same thing: getting clients. Reach an audience, the right one, and sell. No tricks on that.

All executives know that to be profitable companies need to sell – but over the last few years they are facing a...

By Ester Liquori, 27 November 2018, 1 comment. Categories: Automation, Customer Experience, Social Media Marketing, Web Analytics.

Transforming customer experience into an actionable marketing strategy: A guide

The workforce as we know it is changing and companies must be ready to adapt to fast change as we become ever more tech-centric. However, despite the digital noise there is one element that will always remain a constant requirement for success; delivering an excellent customer experience (CX) and maintaining a well-received brand image.

In our highly connected 'always on' digital world, CX...

By Michael FitzGerald, 12 November 2018, 1 comment. Categories: CRM, Customer Experience, Data-driven marketing, Web Analytics.

Why 'cheap traffic' costs a lot more to your business than you think

Publishers are under immense pressure to provide high-volume traffic in order to meet demand, especially with prices reducing over time. Because of this, they will often reach out to third parties in order to increase their traffic volume, known as traffic-sourcing.

While there are reliable sources, there are also many fraud schemes in this arena, some of which are very difficult to stop and prevent. These smart fraud schemes look like other sourced traffic on the surface, enticing publishers to buy even more...

By Asaf Greiner, 24 October 2018, 0 comments. Categories: Advertising, Attribution, Best Practice, Web Analytics.

Why it’s time to end our industry obsession with CTR

Brand awareness is an essential top-of-the-marketing-funnel activity for any advertiser and is one of the key strengths of B2B programmatic. Getting the brand known and recognised in front of the right audience helps to drive potential customers down the challenging path to a purchase or acquisition. With B2B buying cycles being much longer than the majority of B2C purchases, a gentle but ever-present ‘background noise’ is vital to getting the target audience to move down the funnel. With savvy ad...

By Alex Lakin, 25 September 2018, 0 comments. Categories: Advertising, Campaigns, Web Analytics.

Why we’re missing the mark with consumer sentiment analysis

Sentiment analysis is widely used to supplement the analysis of text data in surveys, complaints, reviews and other customer feedback. In theory, sentiment analysis categorises opinions expressed in a piece of text just as a human might. 

However, as the volume and complexity of customer data grows, growing issues with sentiment analysis are providing flawed information and stopping companies from getting the full picture from their data; key customer feedback that could drive positive business change is...

By Dan Somers, 16 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Web Analytics.

What does voice innovation mean for search marketing?

The upsurge in the use of voice-controlled devices has rocked the way we, as people, behave. So many households now rely on gadgets like Alexa to play music, check the weather and turn out the lights. They’ve introduced a newfound level of convenience – and some would argue laziness – to consumers’ lives.

These same innovations have changed how some people buy – albeit usually simple commodities – online, and they’re even being used to settle family debates too, when...

By Andy McCaul, 01 August 2018, 0 comments. Categories: Search Marketing, Web Analytics.

Salesforce and Google ramp up data sharing partnership for CRM marketing

Following integration between their CRM and analytics products late last year, Salesforce and Google have announced that they will now share data between Salesforce Marketing Cloud and Google Analytics 360.

The tie-in between the two cloud-based products, which is already in trial with brands including Ticketmaster, would allow Salesforce customers to access insights from both platforms to build highly-personalised and reactive campaigns based on cross-channel insights.

Speaking to TechCrunch,...

By Mark Jones, 13 June 2018, 0 comments. Categories: CRM, Marketing Cloud, Personalised Marketing, Web Analytics.

The ultimate checklist for a successful website's launch: Marketer's edition

It’s the 11th hour and the launch of the new website is imminent. Prospects and customers are primed and colleagues and senior management are stood in the wings, waiting in anticipation for this all-singing, all-dancing new website – god forbid that once it goes live something catastrophic happens. Every T should be crossed and each lowercase I dotted.

Marketers put complete faith in web designers and developers, but it’s worth knowing things to look out for – sometimes the small...

By Maddie Agnew, 09 May 2018, 1 comment. Categories: Branding, Search Marketing, Web Analytics.

How to use visual analytics to optimise your retargeting strategy

Visual analytics, the ability to visually analyse data with software that allows you to ask and answer endless questions, helps marketers to decode the complex world of consumer retargeting. It allows them to understand who their customers are and why they behave the way they do. With data visualisation technology, consumer behaviour can be tracked in real time and analysed to predict future trends, allowing companies to keep their retargeting strategies relevant and up to date.

Saving time, money and...

By Eulalie Masson, 02 May 2018, 0 comments. Categories: Advertising, Advertising Technology, Web Analytics.

Who won the Oscars Twitter battle?

As well as the usually hotly-contested battles for best director and actors, the Oscars in recent years has become a competition for social media dominance as well. Social analytics provide a good indicator of where the public interest lies, and whether this diverges with the industry narrative.

The news coverage of the annual awards bonanza was dominated by the ongoing scandal enveloping Hollywood. Two studies of social media on Twitter both in the run up to, and during the ceremony itself from Kantar Media...

By Colm Hebblethwaite, 06 March 2018, 0 comments. Categories: Social Media Marketing, Web Analytics.

Emotions: the key to great UX

The success of marketing often depends on how effectively you can tap into the emotions of your target audience. A well-designed website, good navigation, intuitive UX and easy to understand copy make things simple and give your visitors a sense of control.

This can be a strong and positive emotion, which builds trust and helps customers or leads see value from your content and see your brand in a positive light.

This article looks at the value that UX brings to your customers and your brand, and provide some...

By Sam Gowing, 06 March 2018, 0 comments. Categories: Customer Experience, Web Analytics.

Journey analytics show the customer experience through a different lens

Marketing directors can’t make decisions in a vacuum. They need information about their customers, their channels and all the touchpoints that help them to connect with each other. How can they deliver what the customer wants unless they can see through the customer’s lens?

Customer interactions with a brand are now defined as their ‘journey’ and it is insight into that journey that helps organisations to plan product roadmaps or launch new services. McKinsey calls it

By Fabrice Martin, 26 February 2018, 0 comments. Categories: Customer Experience, Web Analytics.

How testing can harm sales

Testing is important in marketing. An ongoing cycle of testing, optimising and retesting helps to ensure that you’re always improving, and A/B and multivariate testing are incredibly popular for websites. Identifying the factors or combination of factors that deliver the best results is extremely valuable.

But one thing that is commonly overlooked is the impact of testing on websites – or specifically, on page load times.

Not everyone realises that third-party testing services can slow web pages...

By Alex Painter, 20 February 2018, 0 comments. Categories: Best Practice, Web Analytics.

Analyse, report, repeat: Here’s what you need to be tracking

When your boss asks you how the online marketing efforts are doing, what do you say? “We’ve increased impressions by 30% and traffic is up 15%.” Do you know what that means for business growth? Does your boss?

Digital marketing is great for equipping businesses and marketers with the data to define their success and find unending opportunities for growth. Unfortunately, this also makes it incredibly difficult for marketing leaders to determine what truly matters to grow their company.

And yes, I say grow...

By Kathleen Lavallee, 10 August 2017, 0 comments. Categories: Attribution, Best Practice, Data-driven marketing, Web Analytics.