When the Bauer Media team came to us to solve the challenges they were having in monitoring and optimising the customer journey on their website, we needed to get members of every department involved and collaborating as one. Find out what we did, and why, here.

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If you’re not using data to influence your marketing (and general business) decisions, you should be. Analysing data can uncover all sorts of insights into your business and activities which can then be used to fuel new actions and strategies designed to improve performance. It’s the equivalent of choosing where to go on holiday by reading reviews and talking to people, rather than putting on a blindfold and throwing a dart at a map. There’s no limit to the data…

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Humans have always relied on using as much information as possible before making a decision. However, in the past couple of decades the internet has dramatically changed the volume of information available; dealing with 2.5 quintillion bytes of data produced every day is an overwhelming workload for the human brain. Gaining useful insights from complex datasets is a far from trivial task. While current website tracking methods generate a vast amount of invaluable user behaviour information, in many cases those…

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For years marketing, both online and offline, has been directed towards ever more sophisticated targeting and segmentation to the point of personalisation. Greater relevancy of the content to the customer means that they are more likely to convert and/or engage. There is a conundrum, though, in terms of gathering the data in the first place to shape and inform the content, ad or offer to that user. What is the problem? With the increasing amount of data collected and stored…

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Available now in limited beta, Google’s Analytics 360 Suite announces itself as an enterprise analytics/advertising solution for a multi-screen world. But it’s the potential it brings for digital user experiences that’s got my mind racing. Here’s the recap on what’s happened. Google’s enterprise ‘stack’ (Google Tag Manager, Google Analytics Premium, DoubleClick, Adometry) is being bundled together into a modular offering called Google Analytics 360 Suite. Current users of Analytics Premium can expect to see name changes. Google Tag Manager also…

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There are two very cool art exhibitions coming up that I’m excited about, because both are doing very interesting things with digital data and technology and there is something about their approach that has a lot of relevance to marketing. The first is at Somerset House in London and is called Big Bang Data. With the proliferation of data (emails, selfies, online transactions, Google searches, social profiles and more) coupled with the new ways of storing and accessing that data,…

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Last month (October 2015) I wrote about how the increasing use of AdBlockers to deal with a growing number of unwanted pop-up adverts may affect the way we access content on the web in the near future. Less than six weeks later, I am now reading about how O2 are looking at ways of introducing network-level ad blocking! According to Robert Franks, O2’s MD of Digital Commerce, the UK’s largest network carrier is in the advanced stages of “looking into”…

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Measurefest is happening as you read this. It’s a gathering of digital marketers, where we can talk about the latest developments in measurement and analysis. The agenda will be packed with cool techniques for identifying, segmenting and reporting on the digital behaviours of customers and prospects. The insight and intelligence we get from user data can make our marketing decisions better, our campaigns more effective and our budgets go further. But is marketing’s new-found love of dataLayers, propensity modelling, tagging…

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