Best Practice Guides

The Modern Marketing Guide to Organisational Structures


Many marketing leaders have been forced to rethink the structure of their marketing teams in order to take advantage of the new capabilities and tools that are available to the modern marketer. Many have also done so as a result of changes in the wider business landscape. In response to these changes, Econsultancy has published a new unifying framework for modern marketing called the Modern Marketing Model (M3)M3 is designed to reconcile classical and digital marketing and provides a clear reference to help clarify an organisation’s expectations of what the marketing function does.

Best Practice Guides

Trust, Transparency and Brand Safety


The Trust, Transparency and Brand Safety report looks at the ways in which companies are working towards building and maintaining trust and transparency in an ever more connected world. 

Best Practice Guides

A Guide to Customer Experience Management (CXM)


A Guide to Customer Experience Management covers the practical steps organisations can take to make themselves more customer-centric and how to implement data-led strategies that will help them understand their customers.

Best Practice Guides

Lessons from Black Friday Best Practice Guide


The new Lessons from Black Friday report will consider the latest trends and statistics from Black Friday 2017 and highlight the key challenges that retailers should be aware of for 2018.

Best Practice Guides

A Marketer's Guide to the General Data Protection Regulation (GDPR)


The aim of this report is to help demystify the GDPR for marketers, disseminate the findings from Econsultancy’s ‘Marketers and the GDPR: Are you Ready?’ survey and provide a clear action plan for how marketing teams can become GDPR compliant.

Best Practice Guides

Ecommerce Best Practice Guide


This new Ecommerce Best Practice Guide is designed for ecommerce managers and marketers looking to review their existing ecommerce strategy or to help create ecommerce propositions, and includes practical tips to help maximise results.

Best Practice Guides

Email Marketing Best Practice Guide


This year’s Email Marketing Best Practice Guide sees the original 2014 version rewritten to reflect changes in email marketing over the past 18 months. The strategic sections are organised around ‘pillars’, with new techniques and approaches mentioned throughout.

Best Practice Guides

Paid Social Media Advertising


Econsultancy's Paid Social Media Advertising Best Practice Guide provides an overview of the major social media channels and the most pressing considerations for marketers looking to generate the most value from social media advertising.

Best Practice Guides

The Fundamentals of Marketing Measurement and Analytics


This best practice guide introduces marketers and ecommerce professionals to the fundamentals of campaign data measurement and analytics, covering everything from established principles to cutting edge technologies.

Best Practice Guides

Account-Based Marketing: A Practical Guide


This guide, produced in association with AdRoll, is a deep dive into the practice of account-based marketing (ABM), showing you how to set up your ABM campaign from start to finish. By working through the eight steps covered in the report, you will create your own roadmap for implementing ABM in your organization.