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.

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

(c)iStock.com/gmutlu

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

(c)iStock/Geber86

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

(c)iStock.com/Davizro

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

(c)iStock.com/andresr

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.