fbpx

Gareth Hancock

Digital marketing metrics and kpis

Marketing metrics are a competitive advantage. They allow you to create and optimize campaigns based on actionable evidence rather than intuition. 

But to turn data into insights and money, it’s not enough to simply collect information. You have to track metrics you can act on. 

In this article, you’ll learn which metrics to measure if you want to understand and improve marketing performance.

Keep reading

Digital Analytics

Intuition is no substitute for data. As Dr. Eric Bonabeau says, “The more data you have to weigh, and the more unprecedented the challenges you face, the less you should rely on instinct and the more on reason and analysis.”

With digital analytics, you have access to all the data you need to make smart decisions without solely relying on feelings.  

In this guide, you’ll learn how digital analytics can benefit your business and how to use it to communicate with stakeholders. You’ll also discover digital analytics tools and the most complete digital analytics training to help you better understand your customers.

Keep reading

Data visualization examples

According to Dell, data is the new crude oil of modern society. It’s mined, it’s processed, and it’s valuable—when you know what to do with it.

Data visualization turns raw data into accessible charts, graphs, and maps to help you share it, learn from it, and make data-driven decisions. But game-changing campaigns are only possible if visuals present information in the right way. Get it wrong, and the message is lost.

In this article, you’ll see eight of the best data visualization examples to inspire your internal and external marketing efforts. 

You’ll learn when to use them, what to avoid so you don’t overwhelm or confuse your audience, and five tips for creating these visualizations yourself. 

Keep reading

Data storytelling

Investing in data lets you make strategic business decisions based on insights rather than instinct or opinion. It reduces risk and drives smarter investments.

But data has no value without understanding. While the data might make sense to you, it might appear as meaningless numbers on a page to people outside of your role. 

The benefits of data lie in the way you communicate it. 

In this article, you’ll learn why data storytelling is an important skill and how to use data presentation and visualization to influence your audience.

Keep reading

Ecommerce Google Ads

Despite rising ad cost fears during the pandemic, the ad industry is experiencing an unprecedented boom. And the ecommerce industry is leading the charge.

With Google processing over 100,000 searches every second, it’s an obvious choice for running ads. 

And it can be a profitable one. In 2021, retro merch company Truffle Shuffle used the platform to increase sales by 192% and revenue by 114%—just one of many ecommerce Google ads success stories.

In this article, you’ll learn how Google Ads works, which ad types work best for ecommerce, and how to launch your first Google Ads campaign to drive traffic and sales in your ecommerce business.

Keep reading

Tiktok Marketing

TikTok has evolved from a platform known for viral dance moves to a place of rapid product discovery.

Brands big (like Ray-Ban) and small (like Scrub Daddy) have grown to millions of followers and seen exponential ROI. 

For ecommerce business owners and marketers, jumping on this bandwagon is different to jumping on Facebook and Instagram.

In this article, you’ll learn how to gain traction on TikTok to grow awareness, traffic, and acquisition.

Keep reading

Customer Acquisition Effectiveness

There’s more to ecommerce customer acquisition than increasing checkout conversion rates. For long-term, sustainable success, you must attract the right customers. 

The key is ongoing measurement and testing to understand which acquisition strategies work for your ecommerce business. 

In this article, you’ll learn how to gauge the effectiveness of any customer acquisition strategy. Find and fix leaks in your current acquisition strategy, and acquire high-value customers efficiently, so you can grow faster than the competition.

Keep reading

Ecommerce customer retention

The average ecommerce store devotes more than 80% of its marketing budget to customer acquisition.

But getting customers in at the expense of keeping them is the equivalent of filling a leaky bucket: You can keep filling it, but you’re much better off stopping the leak.  

The more you put into retaining customers, the less you have to worry about acquiring new ones. Returning customers ensure your bucket is always partly full, keeping business healthy and your brand strong.    

In this article, you’ll learn how ecommerce customer retention boosts long-term revenue and the strategies you can use to keep customers coming back.

Keep reading

Ecommerce CAC

Customer acquisition cost (CAC) is an important metric for any ecommerce business. It tells you how much you need to earn per customer to run a profitable company. 

Put simply, you need a healthy customer acquisition cost for your business to succeed.  

It’s up to every ecommerce business to find the middle ground between investing too little in customer acquisition and spending beyond your means. 

In this article, you’ll learn what ecommerce CAC is, how to calculate it, and how to keep costs down to maintain profit health.

Keep reading

The dark funnel

95% of B2B buyers are not ready to buy your product right now. They’re having conversations with colleagues, researching on social media, and listening to podcasts about the product or industry and learning where your brand fits in.

Demand generation helps you influence buyers where they’re having those conversations and in those unattributable spaces. It’s an inbound model that develops your authority and brand affinity over time—it can be a long game to get results, but it helps you stay in play.

Those places where your buyers are being actively influenced by the marketing activities you cannot track are called: the dark funnel.

Keep reading

Categories