Data is a valuable asset when it comes to marketing decisions, but marketers must be sure it is driving the right decisions. This means understanding the most common problems marketers face and the key factors to consider throughout the decision-making process. Avoiding bias and common pitfalls Humans are fallible and can easily succumb to cognitive […]
Managing customer data is no easy task and marketers face fresh challenges with the decline in third-party cookies. Understanding basic aspects of data, from different types to responsible use, is key to the successful development of data-driven marketing strategies. While it is clear that data is playing an ever more critical role in driving marketing […]
Of all the measurement approaches to choose from, data clean rooms and partnerships give marketers the option to work with other partners to aggregate, anonymise and analyse data. This chapter outlines the benefits and challenges of each. Data clean rooms Data clean rooms (DCRs) have been suggested as the go-to alternative to cookie-based targeting that […]
There is not one measurement method that will suit everyone, and a company should explore what approach best fits the business. This chapter focuses on two popular methods – attribution modelling and attention-based measurement – and explores the pros and cons of each. Attribution modelling One of the most popular approaches used by marketers to […]
How digital marketing is measured is currently in a state of great flux. This is due to widespread regulatory and technical changes that have restricted the data that is available to the digital advertising industry, leading to the decline of third-party data from browsers and device manufacturers. This data has been important for both measuring […]
Being able to measure the performance and effectiveness of integrated marketing campaigns that combine paid search with other channels is essential for gaining an understanding of what worked, and what can be improved in future campaigns. This chapter looks at what measures to use and the toolkits, such as Google Analytics, that can help. Measuring […]
This chapter focuses on analysing the benefits and methods for integrating display and paid search advertising. These are two important marketing channels for creating new demand for products and services and subsequently converting that demand into sales and revenue. Traditionally, display advertising has played an essential role in generating new consumer demand (also known as […]
This chapter covers the basics advertisers should implement to ensure Shopping campaigns have the best chance of success, before moving on to discuss Shopping campaign structures, the differing approach to Quality Score in Google Shopping, and relevant reporting metrics. While it focuses on Google Shopping campaigns, Microsoft Shopping boasts similar implementation practices. Shopping campaigns in […]
SEOs have a wide variety of tools available to them for drawing insights about website performance. This chapter provides a list of the most commonly used analytics tools. It does not give a comparison of the tools, or recommendations of which ones to use, as the right tools will depend on the needs of the […]
What is the optimal design and content for a new landing page? How can a marketer guarantee that it has the best copy for its products to delight visitors and persuade them to convert? Testing is a proven technique for learning how to optimise web content and pages to improve KPI performance. This chapter outlines […]
The purpose of analysis is to give context to the data being collected. Analysis requires a mix of skills and disciplines and requires care and attention. It is about compiling all relevant sources of data, interrogating them and piecing together the jigsaw to translate the raw information into genuine insights. This chapter outlines how to […]
Reporting is a key part of an SEO practitioner’s workload and an important way to communicate the impact that SEO campaigns are having on the business. This chapter outlines the steps SEOs need to take to create effective reports for different stakeholders. Defining requirements When building reports for the company, bear in mind that these […]