Does “Measure Everything” Means “Data-Driven”?

Data-driven “everything” is a trend. This is a graph that displays the volume of queries related to “data-driven” topics in Google search during the last 5 years. It’s clear that many industries, departments, and professionals are trying to embrace the data-driven approach which means that we should incorporate data within our decision-making process. We are living

Marketing: Go Agile Or Die

Why Marketing Should Become Agile Complexity We are living in the era of technology. Everything new in marketing is created in a digital environment, whilst traditional marketing adds digital elements in order to become more efficient. In general, everything that is digital has a higher complexity level – just compare your messaging apps (e.g. WhatsApp,

An unsual email concept

Email marketing is one of the first digital marketing channels. In general, most of the time when it comes to email marketing, users are seeking relevance & value while marketers are looking for sales & revenue. Companies that align users’ intention with their strategy build loyal customers, while companies that fail, help to produce scientific articles

Marketing Attribution Models: Go Beyond Last Click

Attribution models help assign credit for sales and conversions to touchpoints in conversion paths and they are part of fundamental optimization techniques for marketing channels. Although it’s not hot topic (like conversion attribution window), it is a mandatory process, especially for companies that have large advertising budgets and marketers who want to allocate their money in

Building Actionable Data Driven Buyer Personas (Examples included)

After gathering valuable data-driven information from our platforms, it’s time to build actionable buyer personas that can be applied to performance marketing campaigns and help us shape an effective & relevant communication/targeting strategy. We use a template that consists of various elements, from demographical to psychographic data that help us understand our buyer personas, “who” they