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.

Product pages: make them perfect

As ecommerce continues its explosive growth, consumers are buying more than ever before.  Dollars are shifting to digital, with online sales projected to exceed $523 billion by 2020.

That’s a big deal.

At the same time, the landscape has also grown fiercely competitive and consumer-dominated.

More connected and empowered than ever before, today’s shoppers don’t just expect, they...

By Uana Coccoloni, 07 June 2017, 0 comments. Categories: E-Commerce, Web Analytics.

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


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


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


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


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


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.

New AI video ad optimising solution launches


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.


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

Why marketers should consider using embedded analytics

(c)iStock.com/Rawpixel Ltd

Effective customer relationships are driven by familiarity and empathy. But brands will struggle to deliver either if employees don’t have the resources to make informed, timely and data-driven decisions about their customers.

With Gartner predicting that 89% of companies plan to compete primarily on the basis of customer experience this year, the modern...

By Tom Cahill, 05 August 2016, 0 comments. Categories: Web Analytics.

Product news: Brandwatch launches new analytics tool


Enterprise intelligence company Brandwatch has launched an influence and analytics tool, Audiences, to draw out campaign insights for marketers.

While Brandwatch has until now been focused on allowing marketers to search for keywords and mentions of a brand, its new tool means they can now gather social intelligence about consumers and identify influencers.

Brandwatch users can use the new tool to build custom audiences...

By Rachael Power, 01 August 2016, 0 comments. Categories: Personalised Marketing, Web Analytics.

How to measure ROI from multi-channel marketing


It’s no doubt one of the most used acronyms in the world of marketing – ROI (return on investment).

Understandable, of course. After all, there’s little point undertaking an activity if it doesn’t pay for itself and reap results. It could also be argued that a focus on ROI will become increasingly pressing over the next couple of years, as marketers work to justify their every move in the wake of Brexit uncertainty.

However, measuring ROI isn’t always easy....

By Adam Oldfield, 25 July 2016, 0 comments. Categories: Personalised Marketing, Web Analytics.

UK best in Europe at driving traffic through social engagement, Adobe report says


The social media sphere is more crowded than ever, and as legacy products become more sophisticated, marketers are experimenting with an increasing number of platforms.

But there’s not just an increase in the number of platforms on the market; according to new research by Adobe - there's the engagement to match.

Based on Adobe...

By Rachael Power, 19 July 2016, 0 comments. Categories: Big Data, Web Analytics.