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Posts in Data & Analytics

How CRM and a DMP can combine to give a 360-degree view of the customer

For years, marketers have been talking about building a bridge between their existing customers, and the potential or yet-to-be-known customer.

Until recently, the two have rarely been connected. Agencies have separate marketing technology, data and analytics groups. Marketers themselves are often separated organizationally between “CRM” and “media” teams - sometimes even by a separate P&L.

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Amazon could become an ad tech force in 2017

Amazon is not a newcomer to the online advertising market. Through its A9.com subsidiary, it has been involved in the online ad ecosystem for some time

But 2017 could see the online retail giant become a real force in the space with the introduction of a new platform called Amazon Publisher Services (APS).

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The secrets of elite analytics practices: Report

Earlier this year, Econsultancy published a report in association with IBM called The Secrets of Elite Analytics Practices.

We sought to discover just how much analytics was contributing to business performance and where in particular it was making the biggest impact.

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Three reasons to appreciate Spotify’s latest data-driven ad campaign

Spotify’s description of 2016 is pretty spot on if you ask me.

“Thanks 2016. It’s been weird” is the latest campaign from the music streaming service – and it also happens to be its largest to date.

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Christmas shoppers on smartphone

How Britain's favourite brands are attracting consumers this Christmas

Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.

But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?

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Three key charts from our New Marketing Reality Report

With audiences becoming increasingly unpredictable, the path to purchase is no longer linear.

For marketers this poses a great challenge, as many find it difficult to break free of traditional methodologies in order to create a truly omnichannel customer experience.

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How the Internet of Things will fundamentally change marketing

A few weeks ago I wrote a post that looked at why marketers need to pay attention to the Internet of Things (IoT).

An Econsultancy subscriber posed some interesting questions in the comments section of that post, so this article is an attempt to respond to his points.

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Five essential ingredients for digital marketing success

The world of digital marketing is so vast that marketers find it difficult to prioritise.  

There are so many channels, platforms, and ways to engage customers that it can be tough to know where they should be spending their time.

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The five pillars of an online to offline tracking programme

Marketers have become quite knowledgeable about the online customer journey.  

They collect more digital touchpoint data than ever before and have tools to piece this data together.

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Four top digital priorities for B2B marketers: Report

Back in 2014, Econsultancy's B2B Digital Trends report showed content marketing to be the top priority for B2B marketers.

So, nearly three years later, have things changed? 

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The case for chatbots being the new apps - notes from #WebSummit2016

 “Bots are the new apps” according to Microsoft CEO Satya Nadella in a keynote given at a Microsoft developer conference in March 2016.

On the basis of the amount of start-ups working on bot related activities at Web Summit 2016, it would seem as if bots may be about to become mainstream after all.

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B2B digital marketing trends for 2017: Finally catching up with B2C?

The latest B2B Digital Trends report is here!

In association with Adobe, Econsultancy has surveyed more than 1,000 professionals working in digital B2B to craft an idea of what the future holds, and where the pack is going.

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