Marketing analytics focuses specifically on the application of analytics in the field of marketing. In this category, you will find posts that explore how data analytics can be used to measure and optimise marketing efforts, track customer behaviour, evaluate campaign performance, and drive marketing strategies. Topics may include customer segmentation, conversion rate optimisation (CRO), attribution modelling, A/B testing, marketing automation, and the integration of marketing analytics tools with other platforms. These posts will help you understand how to leverage data to improve the effectiveness and efficiency of your marketing campaigns.
While each attribution model serves a distinct purpose, understanding their nuances is critical to extracting maximum value from their data. Here is a comparison of the different multi-attribution models. The choice of attribution model depends on the specific objectives, industry…
Understanding the customer journey is crucial for optimising strategies and maximising returns on investment. One of the key tools for achieving this is attribution modelling. Traditionally, marketers relied on single-touch attribution models, assigning the entire credit for a conversion to…
The importance of collecting precise and relevant data cannot be overstated. One way to achieve this is by using a dataLayer. In this guide, we’ll explore the concept of a dataLayer, its benefits, and how it can be implemented for…
Tailored tracking through the dataLayer emerges as a pivotal strategy, offering insights and opportunities that generic tracking methods simply cannot match. Let’s explore some applications and advantages of this approach, examining Google Analytics 4 (GA4) and Matomo as examples. What…
As a web analyst, I work closely with our social media specialist to optimise our Facebook campaigns. One of the key tools I provide is a customised dashboard in Looker Studio, which enables us to analyse the performance of our…
When it comes to presenting email campaign performances to senior management, it is crucial to ensure that the information is concise, visually appealing, and focused on the most important metrics. By using graphs, charts, and visual reports, such as those…
Businesses and organisations face an ever-increasing influx of data from various online channels. Making sense of this data and transforming it into actionable insights is crucial for success. Digital analytics is a powerful discipline that empowers decision-makers to unlock the…
