The Blank Test Approach

Test traffic (for Google Analytics and other tracking tools), sandbox environments (for Adjust tracking etc.) and A/A tests (for A/B testing tools) are common methods that help us validate that our tools work properly and the data we see is properly processed. But what about advertising platforms? Advertising platforms are pay to play. We can

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

Simple and Effective Marketing Prioritization Framework

Why Marketing teams should prioritize their projects As marketing is one of the most important aspects of any business, it is important to implement it in the right way. Making sure your marketing strategies are effective and on point is crucial for the success of your business so project prioritization is crucial. In other words,

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,

What I’ve learned in Digital Elite Camp [10+ Key Takeaways]

For the last couple of months, we (my colleague Dimitris & I) were searching for a conference that will be CRO focused and will help us learn from the best and get actionable ideas of how should we shape our Conversion Rate Optimization strategy onwards. Most of the conferences that we were interested in were located

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

The First Step for Data-Driven Buyer Personas [How-To Guide]

Since the dawn of marketing, buyer personas were the targeting & messaging core for every brand. Now that the era of mass advertising is dying, and digital marketing providing us with powerful capabilities (from user targeting standpoint), identifying the right buyer personas is more important than ever. I want to share our methodology (step-by-step) of

Conversion Attribution Window: Set The Best

If I’d say that conversion attribution window is a hot topic I’ll lie. BUT the way that you’ll set (or just keep default option) your conversion attribution windows for campaigns & GA will define your performance overall. Most of the marketers are not aware of that and keep windows as they are which means that they