In the first article explained the process for an E-commerce subscription model brand to developing an analytics plan. The insights would be built around: Cohort Analysis Time Lag Analysis A top level Customer Segmentation To deliver the analytics plan it became about data collection, data processing and building the code for the insights. Data Collection The data collection was the critical which had many challenges. Collecting the right data and the right structured data was critical to be able to deliver the insights. The data that was needed: Customer ID Order ID Date of Order Revenue T ..read more

Working with an E-commerce subscription model brand in the words of the head of marketing the business was naive about data and analytics. The brand was rich in data but poor in insights. The insights were siloed within different Martech vendors which made it challenging to provide a 360-degree view of the business and the customer. Insights were taken at a very top level from each of the Martech vendors providing a partial view on performance. The insights which were done in excel were used in isolation so when it came to i.e., planning for the next financial year they were blinded. The Marte ..read more

Sessions (or maybe better known as traffic) should not be anywhere near a measurement framework. Sessions does not positively correlate to whatever the business north star metric marketing is judged against. In the world of Google Analytics, we think of sessions is an important metric with Google moving the goal posts from GA3 to GA4 it has also shifted how sessions are tracked. There is no like for like comparison for sessions in GA3 v GA4. For many Google Analytics (GA3) had become (wrongly) the source of truth and now with the shift to GA4 the event driven model has caused havoc in being ab ..read more

Working with an E-commerce brand which had grown rapidly into new markets. The pace of growth and evolution of the brand had fallen into bad practices with their approach to analytics and measurement. For an E-com they should be data rich but were information poor which had a rippling impact on the wider business outcomes. There were a few significant moments over a period of 12 months that led them to the questioning what they are getting out of their measurement approach. Google’s move away from Universal Analytics (GA3) to GA4 and the end of attribution An overspend on paid search meant fo ..read more

Data privacy restrictions, the obliteration of cookies all thanks to Apple and Google have changed the measurement landscape and put the nail in the coffin for attribution. Even with all the flaws of attribution the implementation was far easier and it was able to provide quicker results on what's working allowing for more flexibility. Compared to Econometrics and even Incrementality it requires time and a process to collect the right data — DIPESH SHAH (@mrdipeshashah) March 20, 2023 Trusting the ad-platforms to evaluate their own homework was always asking for trouble. For those brands who ..read more

Brands can be forgiven to be feeling perplexed in how they navigate the intricacy of the marketing technology landscape. I feel the pain for marketers as it can feel disheartening as the dream is sold with every martech they acquire it can solve all their problems. Reality is they are moving further away from an all singing and dancing martech ecosystem. To put into context in 2022 there are 9,932 martech solutions available. In a 11 year period where chiefmartech has been reporting there has been a 6,521% growth from 150 in 2011 to 9,932 in 2022. On average a brand would have 120 martech solu ..read more

Working on a measurement framework project to align with the business and marketing objectives, the framework was constructed around the measurement canvas. How the canvas gets used for campaigns became the focus, it became transparent there was no consistency or structure in how campaign frameworks were created which had a domino impact in how campaigns were analysed. So, I created a campaign framework and performance overview which provides consistency and structure which compliments the measurement canvas. The goal is to have in one document that covers the full spectrum of campaign measure ..read more

Working on a measurement framework project to align with the business and marketing objectives, the framework was constructed around the measurement canvas. How the canvas gets used for campaigns became the focus, it became transparent there was no consistency or structure in how campaign frameworks were created which had a domino impact in how campaigns were analysed. So, I created a campaign framework and performance overview which provides consistency and structure which compliments the measurement canvas. The goal is to have in one document that covers the full spectrum of campaign measure ..read more

The world of measurement has slowly been dismantled with seismic changes over a 10+ year period. Each change has eroded into the trust of data and measurement with most marketers running campaigns blind or overly trusting platform data. Measurement in a post cookie and privacy world will require a very different mindset a more collaborative approach with trust at the heart of it. This is where a measurement canvas can help set the strategy going forward. The canvas becomes a strategic play to ensure that measurement has a top down approach aligning to business objectives. It helps provide cons ..read more

We live in a world where we have access to terabytes of data, we need to invest time to discuss what data is needed and how it can be used. Data collection needs a lot of love, it’s not the sexiest conversation we will have but I do think it has come to a point it becomes a critical conversation that brands and partnered agencies needs to be having. A long term view must be taken when investing into data collection. If we believe data is a growth driver for brands, data collection needs to be at the heart of that growth journey. We need to understand what data is going to help us deliver busin ..read more