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The hangout featured Tom Cunniff from ANA Digital Marketing Committee, Jim Sterne of eMetrics Marketing Optimization Summit, and Jon Baron of Tagman.
Here's a breakdown of what was discussed:
The next Hangout will be: Measurement, analytics, and attribution.
Most ecommerce businesses invest in a range of digital marketing channels, so working out the exact attribution and ROI can be incredibly complex.
For example, the importance of search can often be overstated, as that tends to be the last step on the path to conversion.
To try to develop a better understanding of its marketing attribution, Air New Zealand began using a tag management system two years ago.
The ecommerce team found that the assumptions and investments that it made based on a last-click model were hugely inaccurate, particularly when it came to display.
To find out more about how tag management impacted Air New Zealand’s attribution model, I spoke to UK and continental Europe online channel manager Chris Allison...
Econsultancy recently launched a new Graduate Bootcamp in association with Inspiring Interns, offering people the chance to gain valuable experience in e-commerce and digital marketing.
The week-long programme, which is supported by former Home Secretary Jacqui Smith, aims to deliver core digital skills and practical application alongside employability training and career coaching.
Programme graduates will be offered the opportunity to take a three-month internship in a digitally focused role to put their newly acquired digital knowledge into practice.
Tag management provider TagMan has offered internships to a number graduates through Inspiring Interns, so I spoke to CFO Darren Quigg to find out how the company benefits from the scheme.
Vodafone UK has implemented real-time attribution and tag management technology from TagMan in what the mobile operator is calling its strategy for “unstoppable digital”.
It says this will transform the company's understanding of the digital marketing campaigns it runs, radically altering its approach to that investment as it expands activity in this area.
High street retailer House of Fraser has starting working with real-time attribution and tag management company TagMan to help it plan, implement and track online campaigns.
The company, which operates 63 stores as well as Houseoffraser.co.uk, says it plans to use TagMan's system to improve its marketing effectiveness.
Real-time attribution and tag management company TagMan has partnered with call tracking specialist AdInsight to combine online with offline analytics.
This promises to connect the dots between customers’ entire online journey and any phone calls to a business by housing AdInsight’s tracking inside the TagMan tag management system.
The question on privacy is now not about what the law will require (we know what legislators want), it is what technical fixes can be made to comply.
New rules to prevent the digital industry from tracking user behaviour on the web without their explicit consent are pending both in the US and Europe and, as yet, we see little activity by advertisers to make ready.
In order to improve its path-to-conversion reporting, TUI Travel’s Specialist Holiday Group has recently been making efforts to improve measurement of its online campaigns.
We interviewed head of online marketing Tess Bedard about the results...
With tags seen as the bad guys and blocked entirely from sites, how would a retailer ever be able to switch analytics provider?
What level of customer service and innovation could they then expect from the incumbent suppliers?
Online shoppers are a fickle lot and the competition for their attention and their spend in utterly fierce. Consequently, optimizing every aspect of your e-commerce program, and the tags that manage them, is absolutely essential.
Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can – and do – take to optimize online sales.
Allison Wightman is head of e-business for Virgin Atlantic, with responsibility for the global flagship Virginatlantic.com, about a dozen associated sub-sites, Commercial Insight and Database Marketing.
We talked about how the airline achieved a 40-to-1 ROI using attribution modelling to manage the online marketing campaigns and attribute sales to the correct channel. The topic is one that will be addressed at the Econsultancy Peer Summit on June 2 in New York City.