data and analytics

A day in the life of… Andressa Kalil, Director of Engineering at Tapad – Econsultancy

data and analytics /

Tapad is described on its website as ‘a global leader in digital identity resolution solutions’. This technology enables brands and agencies to, amongst other things: unify consumer activity (cross device), manage ad frequency and suppression, retarget users, perform accurate attribution, and map the customer journey. We caught up with Director of Engineering Andressa Kalil to […]

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Bangkok roundtable takeaways – Econsultancy

data and analytics /

Leveraging data to improve marketing effectiveness has become so commonplace, that using the term ‘data-driven’ with ‘marketing’ almost seems redundant. Yet in practice, many marketers feel that they are still not using data as much as they’d like to. When asked to name which marketing-related areas will ‘jump furthest up your organisation’s priority list in

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A day in the life of… Giles Ivey, UK CEO of MiQ – Econsultancy

A day in the life, data and analytics /

Giles Ivey is the UK CEO of MiQ, a British-born marketing intelligence company with offices around the world. We caught up with him to find out about a typical working day (or month!), how MiQ measures success, and the advice he would give to marketers struggling to turn their data into insights. (If you’d like

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The eight factors that define a data-driven retailer – Econsultancy

data and analytics /

The largest disruptor in retail is consumer expectations. Empowered shoppers increasingly require convenience, immediate gratification, and exceptional experiences during their journey. According to data from Mastercard, 2018 saw the strongest holiday retail season in six years, capping at $850 billion and up 5.1 percent compared to 2017. But while retail is thriving in many ways,

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Bangkok marketers discuss harnessing martech

chatbots, data and analytics, MarTech, Thailand /

Digital marketing has become increasingly complex over the past few years. In addition to email, SEO and paid search, digital marketers now also reach consumers via social media, display programmatic, messaging apps and chatbots. To manage campaigns across all these channels, marketing professionals must now be familiar with a dizzying array of marketing technology. But

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A day in the life of… Head of Analytics at True Fit – Econsultancy

A day in the life, data and analytics, People and Skills /

Laura Castrillo is Head of Analytics at True Fit, an intelligent personalisation platform for apparel and footwear. Econsultancy caught up with her to find out about what her role involves, her favourite tools for getting the job done, and why learning and giving back is the best metric for success. And remember, if you’d like

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How many Google Analytics accounts actually connect Google Ads? – Econsultancy

data and analytics, Google ads, Google Analytics /

Recently, out of curiosity, I did an experiment. After running and re-running a data collection of hundreds of ecommerce companies, I’ve come to a conclusion that even I found astounding: One quarter of larger companies don’t connect Google Ads with Google Analytics. Here’s how I found out. The experiment At Littledata, we sampled 55 larger

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What does data-driven marketing mean to marketers in 2019? – Econsultancy

data and analytics /

Data-driven marketing is one of the most important topics in marketing right now. In a recent Econsultancy survey of thousands of marketers globally, ‘data-driven marketing which focuses on the individual’ was the most popular response from B2C marketers when asked what they felt was ‘single most exciting opportunity’ in 2019. Which one area is the

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What type of market research study should you be undertaking? – Econsultancy

customer insight, data and analytics /

According to Econsultancy research, 60% of brand marketers believe that proving marketing effectiveness is more important now than it was two years ago. With the rising importance of data-driven marketing, market research is one way that marketers can make more strategic decisions, helping them to create products and services that fully meet customer needs. From

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