With 2016 wrapping up it’s a great time to reflect on how you can take your digital marketing to a whole new level in 2017. In the age of Digital Transformation where the customer journey is more complex than ever before, consisting of multiple channels and touch points, measuring and optimising data in Google Analytics 360 will be the foundation of how businesses operate in 2017.
Make better use of your data with GA 360 in 2017 with these actionable tips shared by some of the world-leading experts in the digital marketing industry.
I was taken aback this week by an article I read in the NZ Herald entitled “FCB: Too many ads based on fashion, not fact”, by FCB analyst Peter Field.
Mr. Field takes the position that in a quest to reduce wastage in marketing, we have gone too far. That our push to personalize advertising and target core customers was an erroneous theory and companies should do more broadcast advertising. He cites a paper that declares “mass media are still crucial for effectiveness” and another that “waste (from mass media) contributes to advertising effectiveness by increasing its credibility.”
This, I simply do not believe.
If you’re like most businesses, you accumulate customer data faster than you come up with valuable insights to grow your business. The gap lies in the need for good Analytics.
Data without analytics is useless.
Last May 2016, I was invited to present at the Digital Marketing Masterclass held at The Langham, Auckland. The one-day conference was well attended by business owners, professional services firms and marketing teams seeking to grow their businesses and maximise the return on their marketing investment.
My presentation was focused on improving your customer experience online by designing a great company website that generates revenue.