In bygone days of advertising, measuring the success of a media campaign often relied on the client to confirm increased sales or in-store traffic. Industry advancements and digital technology now give agencies and clients new options to set meaningful goals and measure campaign success. However, more measurement tools mean more variables and metrics to sort through at campaign’s end.
SAGE: OUR BLOG
adj: wise through reflection and experience
Smart home products are beginning to come into their own, and there is a long way to go before they reach their full potential. Amazon Echos and Google Home units that flew off the shelf last year (and continue to do so) are doing more than making for an easy gift for your tech-minded friend.
Big data is not a fad. As business and marketing leaders work to increase value for consumers and measure the results of their advertising efforts, spending on data analytics continues to rise—and it’s not predicted to slow down any time soon. According to the Data & Marketing Association (DMA), becoming data-centric continues to be a priority for U.S.
To the untrained eye, a well-designed website is just a pretty face. As a web designer, I can tell you first hand that high-quality web design is about a lot more than appearances. There’s quite a bit of depth behind all those good looks. Maybe you’ve heard of user experience (UX) and user interface (UI).
For companies looking to best understand their brand and improve the connection with their customers, a useful piece of consumer insight can pave the way to marketing success with memorable messaging that effectively attracts new customers. In our data-rich age, the abundance of readily available facts about customer behavior and preferences would make it seem that consumer insights would be available at any company’s finger tips.
I love analyzing data. For some clients that means taking data from one source. For others, it means sorting through multiple data sources with different formats from different data platforms. When that happens, a once easy data analysis project becomes a bit more difficult. More difficult, but not impossible. Luckily, one thing I love as much as analyzing data is solving problems.
CXL Live is a digital conference about growth, optimization and testing. This year, 400 people attended from 22 different countries! I interacted with people from Norway, Japan, Netherlands, Australia, Taiwan, Hungary and Canada. This was my second year attending this conference and the speakers were again, incredible. The very first speaker of the conference, Bryan Eisenberg, ended up being one of my favorites.
“Big data” is everywhere. More and more data is available to companies every day, and with it an increasing demand for new progress in attribution and insight. Over the next three years, it’s estimated that spending on marketing analytics will increase by almost 200%. Clearly, companies are not only looking for ways to obtain data, but discovering ways to leverage that data for results.
As another year closes out, we take a little time to reflect on what has transpired in our industry and what we can learn from it in order to improve in the new year. The infographic below shows a snapshot of Strategic America’s 2017 direct marketing and analytics efforts. U.S. companies spent $10 billion in 2017 on third-party audience data for marketing efforts and slightly more on solutions to support its activation.
“I don’t like the way our site looks. We should redesign the whole thing!” When the word “redesign” is muttered, thoughts rush our brains with new coats of paint, enhanced functionality, new messaging … but what for? Why is this redesign even on the table? Without data, decisions are based only on our thoughts. Data gives us the what and why.