Every modern marketer knows they have to connect with consumers across several channels. But do you know how well Instagram works alongside organic traffic or your email list? Are you even tracking the impacts of these channels in one place? You need a cross-channel analytics solution if you answered no to either of these questions.  In this article, we’ll explain cross-channel analytics, why your company probably needs it and how to set up a cross-channel analytics solution as quickly and easily as possible. What is cross-channel analytics?  Cross-channel analytics is a form ..read more

Gaining a deeper understanding of user behaviour — customers’ different paths, digital footprints, and engagement patterns — is crucial for providing a personalised experience and making informed marketing decisions.  In that sense, clickstream data, or a comprehensive record of a user’s online activities, is one of the most valuable sources of actionable insights into users’ behavioural patterns.  This article will cover everything marketing teams need to know about clickstream data, from the basic definition and examples to benefits, use cases, and best practices.  What is ..read more

Linear customer journeys are as obsolete as dial-up internet and floppy disks. As a marketing manager, you know better than anyone that customers interact with your brand hundreds of times across dozens of channels before purchasing. That can make tracking them a nightmare unless you build an omnichannel analytics solution.  Alas, if only it were that simple.  Unfortunately, it’s not enough to collect data on your customers’ complex journeys just by buying an omnichannel platform. You need to generate actionable insights by using marketing attribution to tie channels to conversions ..read more

You can invest hours into market research, create the best ads you’ve ever seen and fine-tune your budgets. But the only way to really know if your digital marketing campaigns move the needle is to track ecommerce metrics. It’s time to put your hopes and gut feelings aside and focus on the data. Ecommerce metrics are key performance indicators that can tell you a lot about the performance of a single campaign, a traffic source or your entire marketing efforts.  That’s why it’s essential to understand what ecommerce metrics are, key metrics to track and how to improve them.  Ready t ..read more

Conversion rate. Bounce rate. Sessions. There are dozens of metrics to keep up with in web analytics. It can be confusing at times trying to keep up with everything. But, if you want to improve your website performance and grow your business, you need to know what they are and how they work. Why? Because what you measure gets managed. This is true in your personal life and business. You must track various website metrics to help your business reach new heights. In this guide, you’ll learn about the most important website metrics, why they’re important and how to track them to grow your brand ..read more

How do you know when a campaign is successful? When you earn more revenue than last month? Maybe. But how do you know how much of an impact a certain campaign or channel had on your sales? With marketing attribution, you can determine credit for each sale. But if you want a deeper look, you need to understand the incremental impact of each channel and campaign. The way you do this? Incrementality testing. In this guide, we break down what incrementality is, why it’s important and how to test it so you can double down on the activities driving the most growth. What is incrementality? So, wh ..read more

Every copywriter knows the importance of selling a product’s benefits, not its features. So why should your marketing efforts be different? Answer: they shouldn’t. It’s time to stop using demographic or behavioural traits to group customers and start using benefits segmentation instead. Benefits segmentation groups your customers based on the value they get from your product or service. In this article, we’ll cover seven real-life examples of benefits segmentation, explain why it’s so powerful and show how to get started today. What is benefits segmentation? Benefits segmentation is a way f ..read more

You have two options if you’re unhappy with your website’s conversion rates. The first is to implement a couple of random tactics you heard on that marketing podcast, which worked for a business completely unrelated to yours.  The other is to take a more systematic, measured approach. An approach that finds specific problems with the pages on your site and fixes them one by one.  You’re choosing the second option, right? Good, then let’s explain what a conversion rate optimisation audit is and how you can complete one using our step-by-step process. What is a CRO audit? A convers ..read more

In marketing, we all know the importance of reaching the right customer with the right message at the right time. That’s how you cut through the noise. For that, you need data on your customers — even though gathering the data is not enough. You can have all the data worldwide, but that raises an ethical responsibility and the need to make sense of it. Enter customer segmentation software — the answer to delivering personalised customer experiences at scale.  This article lists some of the best customer segmentation tools currently in the market.  We’ll also go over the benefits of ..read more

The customer journey is rarely straightforward. Rather, each stage comprises numerous points of contact with your brand, known as marketing touchpoints. And each touchpoint is equally important to the customer experience.  This article will explore marketing touchpoints in detail, including how to analyse them with attribution models and which KPIs to track. It will also share tips on incorporating these touchpoints into your marketing strategy.  What are marketing touchpoints?  Marketing touchpoints are the interactions that take place between brands and customers throughou ..read more