We’re pretty big on measurement on this blog, and we use analytics to identify key topics, improve our content, and prove our effectiveness. To this end, we’re big users of Google Analytics. We use a bunch of custom reports, segments and dashboards for measurement but also the trusty Google URL builder (take our Advanced Data […]
How to use Google Analytics URL builder to track campaigns – Econsultancy Read More »
We are living in a new age of data privacy regulation. When the General Data Protection Regulation (GDPR) came into force May 2018, it set a new standard for data protection regulation. Nearly 18 months on, what has this meant for marketers and advertisers who process personal data, as well as agencies tackling the in-housing
How can agencies compete in the new data-privacy landscape? – Econsultancy Read More »
The customer data platform (CDP) has experienced a rapid rise in popularity as a marketing technology platform over the past three years, as marketers have increasingly sought a way to make sense of reams of customer data and create a 360-degree view of the customer. Distinct from a data management platform (DMP) or customer relationship
Four tips for getting the most out of a Customer Data Platform (CDP) – Econsultancy Read More »
Albert Abello Lozano is Head of Marketing Automation and Technology at Treatwell. He is set to speak at this year’s Festival of Marketing, all about Treatwell’s automation strategy, and its impact on the wider business. Here’s a little teaser from Albert, with much more to come at the Festival, which is happening on 10th and 11th
Ana Sousa is a Data Scientist at Cxense, a data management platform that offers online advertising, analytics, conversion rate optimization and content recommendations for publishers. Econsultancy caught up with her to find out what a data scientist really does, the skills she uses in her role, why her job was “love at first sight”, and
A day in the life of… Ana Sousa, Data Scientist at Cxense – Econsultancy Read More »
Adverity is a data intelligence platform allowing marketers to aggregate, manage and analyse data. We caught up with CEO Alex Igelsböck to find out more, and ask him how he does what he does. Please describe your job: What do you do? Alexander Igelsböck: My job is orchestrating the Adverity venture. As CEO of Adverity
For the past few years, ‘data-driven marketing’ has been rated one of the most exciting areas of marketing in our annual global surveys of marketers. And 2019 was no exception. In our annual Digital Trends report, more than one in five (21%) of B2B marketers indicated that data-driven marketing was the single most exciting opportunity
Feedback from marketers in Jakarta – Econsultancy Read More »
Thanks to privacy regulations like the GDPR and CCPA as well as the intensifying assault on cookie tracking, first-party data is becoming more valuable than ever. Unfortunately some companies have a much more difficult time collecting first-party data than others. CPG companies in particular face big challenges building treasure troves of first-party data because they
Ready or not, the cookie crackdown is in full effect. The cumulative effect of Intelligent Tracking Prevention (ITP) on Safari, Enhanced Tracking Protection (ETP) on Firefox, and more granular third-party cookie blocking on Chrome are making measuring digital marketing activities increasingly difficult. That’s not to say that it’s the end of measurement, but things are
How to measure marketing in a world without cookie-tracking – Econsultancy Read More »
Success in marketing isn’t just about throwing huge budgets at the latest shiny piece of technology. Rather, it’s about using tools that are readily available, and adapting campaigns so that they use data, skills and processes in the right way to meet clearly-defined objectives. With data in particular, marketers can feel overwhelmed by the amount
How marketers can improve their use of data by keeping things simple – Econsultancy Read More »
