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.
In this interview, Grant Osborne, General Manager of FIRST Digital NZ shares valuable insights on growing a business in an increasingly competitive and constantly evolving digital space with fellow Marketer, Ryan Jennings of The Ryan Marketing Show.
Here are some of the valuable insights from this takeaway-packed interview.
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.
It is remarkable how many companies still rely on manually collecting, preparing and formatting data for reporting purposes. The disadvantages of such habits are no secret: it takes a lot of time and the risk for human errors is significant.
Data collection is one thing, visualization is another.