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 …
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 …
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 …
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 …
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, …
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 …
Imagine this: you just launched your latest campaign and it was a major success. You blew last month’s results out of the water. You combined a variety of tactics, channels and ad creatives to make it work. Now, it’s time …
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 …
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 …
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 …