data and analytics

CDP, DMP or a bit of both? How to avoid buying the wrong data platform – Econsultancy

CDP, data and analytics, DMP, first-party data, third-party data /

Few brands, agencies or publishers are truly happy with their data platforms – if they have one at all, that is (disclaimer, I’m the MD at predictive data management platform 1plusX). If they opted for a customer data platform (CDP), they wish it had the audience activation functions of a data management platform (DMP). If […]

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55% of companies describe approach to CLTV as ‘basic’ or ‘non-existent’ – Econsultancy

customer lifetime value, data and analytics /

Econsultancy’s Customer Lifetime Value report, published in partnership with RedEye, delves into the topic of CLTV. Namely, how organisations are employing it, as well as the tactics and strategies they are undertaking to increase it. Before we go any further, let’s be clear on what CLTV means. Essentially, customer lifetime value indicates the total worth of

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A day in the life of… Head of Data & Analytics at The Specialist Works – Econsultancy

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

We’re always pleased to feature data specialists on the Econsultancy blog. Today, we have James Olney, Head of Data & Analytics at media agency The Specialist Works, who is going to take us through a typical day in his life, from the skills he needs to his favourite campaigns. Remember, if you’d like to appear

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A day in the life of… UK Country Manager at a Data Marketing Platform – Econsultancy

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

Graeme Finneberg is the UK Country Manager at mediarithmics, a full-stack Data Marketing Platform. Econsultancy caught up with him to find out about a day in his life, the skills and tools he needs to be effective in his role, and his favourite data-powered campaign. Please describe your job: What do you do? I’m responsible

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The perils of using location data – Econsultancy

data and analytics, location based marketing, Target /

Long before the internet was invented, there existed an adage about the importance of “location, location, location”. The adage has taken on its own meaning in the digital age, especially now that billions of people carry tiny computers – smartphones – in their pockets everywhere they go. Location is used for everything from personalisation to

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A day in the life of… Senior Director of Audience Development at Hearst Digital Media – Econsultancy

A day in the life, data and analytics, Hearst /

This week, our interviewee comes from the world of magazines, specifically Hearst Magazines, publisher of 25 US titles and nearly 300 international editions, including Cosmopolitan and Harper’s Bazaar. We caught up with Michael Nececkas, Senior Director of Audience Development at Hearst Digital Media, to learn more about the digital side of this publishing giant. Please

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Four useful social marketing tools you might not have tried – Econsultancy

data and analytics /

According to Chiefmartech, the number of global martech solutions has risen from just 150 to 6,800 in the period from 2011 to 2018. A significant percentage of this is related to social media marketing specifically, with tools ranging from campaign optimisation to influencer management. For social media bods, it can be hard to know what’s

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Ashley Friedlein’s marketing and digital trends for 2019 – Econsultancy

Advertising, Content, customer experience, data and analytics, ecommerce, Email and eCRM, Innovation and Trends, Mobile, Search Marketing, social, Strategy /

Every year I pick out the digital and marketing trends and developments which I believe will shape the industry and digital/marketing planning and thinking in the year ahead. In some previous years new digital marketing disciplines emerged e.g. search engine marketing, social media marketing, mobile marketing, content marketing, influencer marketing and others. I cannot see

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Econsultancy’s top 25 blog posts of 2018

Advertising, b2b, data and analytics, ecommerce, Search Marketing, social /

Not a dull year, was it? Well, perhaps a little, with the thorny and seemingly subjective issue of how to comply with the General Data Protection Regulation dominating debate until the spring. Beyond GDPR, there’s been Brexit, and Facebook’s misdemeanours (with a thread drawn through all three). And in the more enjoyable world of brand

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