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Posts in Data & Analytics

Why transparency in data is key to building trust for The Guardian

Gaining audience trust was fundamental for The Guardian, last year’s Data Storytelling Awards Grand Prix winner.

I spoke to the company's director of consumer revenues, Julia Porter, to ask why this triggered a strategy of balancing privacy with a compelling data-driven understanding of its customers.


Four key trends in the use of predictive analytics

Many marketers are cottoning on to the benefits of using predictive analytics. 

By using consumer data to understand, forecast and influence behaviour, the aim for digital companies is to increase loyalty and enhance customer experience in the long-term.

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Boots launches SalesAssist app in stores: What are the benefits?

In a bid to integrate the digital world with the in-store shopping experience, Boots has launched its new IBM mobile app – SalesFirst.

Designed to improve customer service, it has just been rolled out to 2,500 stores across the UK.

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10 mind-boggling digital marketing stats from this week

This week’s digital marketing stats include Brexit-related tweets, Instagram success, investment in video and much much more.

Make yourself a cup of tea (we’ve no doubt you need it...) and settle down for the roundup.

Weixin on mobile

Marketing in China: Where mobile and content marketing are driving change

Marketing in China is still in its early stages.

Compared to countries like the US or those in Europe, marketing as a discipline still has to develop the strategic maturity that is necessary to be successful internationally.


What is the role of marketing agencies in data management?

We’ve just published our latest best practice guide, entitled ‘The Role of the Agency in Data Management.’

The report looks at the challenges and opportunities for agencies that want to become trusted stewards of their clients’ data.

I sat down with the author, Chris O’Hara, to find out more.


Facebook's Offline Conversions API is a big deal for merchants

For merchants that sell to their customers offline, assessing the efficacy of Facebook ad campaigns can be challenging.

This is because establishing a direct link between those campaigns and offline sales is often a guessing game, particularly for small, local businesses.

But savvy merchants will soon be able to change that thanks to Facebook's Offline Conversions API.


Everything marketers need to know about Snapchat's new ad announcements

While Twitter tries to lure advertisers with emoji targeting, Snapchat last week made some big ad announcements that could hasten the app's rise as a marketing platform for brands looking to connect with young consumers.

Here's what marketers need to know about the announcements.


How often your website needs a security audit & what you need to check

With the rapid evolution of online viruses and the growth of sites that have been broken into by hackers, dangers threatening your business are more common than ever.

This is especially relevant in the U.S., where hackers are targeting all kinds of organizations ranging from small businesses to hospitals.


10 nudge-tastic examples of persuasive copywriting from charities

In which we look at some great examples of digital psychology in action from the non-profit sector.

I've included examples from charities including the RSPB, RNLI, Dog's Trust and more.


Could 'incrementality' be key to freeing up digital ad budgets?

Finding out the real impact of display advertising is vital for marketers in their struggle to justify budgets.

However, most are hampered by misleading click & view-based measurements.


Does app data suggest we are nearing peak social?

Much has been made of the fact that Snapchat reportedly now has more daily active users than Twitter, but is overall usage of all social apps peaking?

According to data from website traffic and mobile app analytics service SimilarWeb, the answer just might be yes.

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