Email is still one of the highest-converting channels for small businesses in 2026, returning an average of $42 for every $1 spent. It’s an owned channel, so reach isn’t controlled by an algorithm, and every open, click and resulting website visit is measurable. Segmented campaigns can drive up to 760% more revenue than unsegmented ones. […]
Patagonia proves purpose and performance can work together by grounding bold campaigns in data. The “Don’t Buy This Jacket” ad and the Worn Wear repair program both drew on audience behaviour, engagement trends and customer sentiment. Small businesses can do the same using Google Analytics, reviews, testimonials and sales conversations they already hold. Patagonia isn’t
It’s the first week back for 2025, and I’m pumped for what this year has in store. I took some time to chill out, and spend quality time with family and friends over the festive period, and it was just the best. The downtime, as it always does, brought a lot of reflection. Reflections on
The difference between branding and marketing is that branding is your reputation, the perception people have of your business, while marketing is the visibility that puts that reputation in front of the right people. Branding creates trust and differentiates. Marketing builds awareness and engages. Long-term success needs both. Branding vs Marketing They might seem similar,
How Your Data Can Give Your Marketing The Competitive Edge You Need Read More »
MECCA, the Australian beauty retailer, uses customer data to personalise every touchpoint: its Beauty Loop loyalty program tracks purchase history, browsing behaviour and product reviews, which feeds tailored product recommendations across its website, app and stores. Personalised email campaigns and data-informed store layouts follow the same principle. Small businesses can apply this using their own
Brand building can be measured. Start by defining clear brand objectives, then track brand awareness metrics like social media mentions and referral traffic, monitor branded keyword performance in Google Analytics 4 and Google Search Console, measure customer sentiment through reviews and comments, and track brand advocacy through mentions and shares. As small business owners, we
The hidden costs of not measuring your marketing are wasted ad spend, missed opportunities and limited growth. Without measurement you cannot tell whether ads reach the right audience or drive bookings and sales. Start by defining goals, mapping the metrics that measure them, then building a report in Google Looker Studio. If you’re feeling frustrated,
The Hidden Costs of NOT Measuring Your Marketing Read More »
Marketing data is information collected across website analytics, social media metrics, email campaign results and customer behaviour. Using it delivers six things: informed decisions, better audience targeting, visible patterns and trends, measurable ROI, personalised campaigns, and predictive insight into future behaviour. The starting point is defining what you want the data to answer. Did you
Improving ecommerce conversion rate starts with your own data. Use Google Analytics 4, your ecommerce platform and customer feedback to find where users drop off, then fix the specific barriers: checkout steps, page speed, mobile responsiveness, trust signals and payment options. Baymard Institute found better checkout design can lift conversion by 35%. In the ever-evolving
How to Utilise Your Data to Optimise Your Ecommerce Store Conversion Rate Read More »
The most common causes of cart abandonment are unexpected costs, complex checkout processes, security concerns, no guest checkout option, poor mobile usability and limited payment methods. The average abandonment rate sits around 70%. Configure ecommerce tracking in Google Analytics 4 to find where your own customers are dropping off. Cart abandonment is one of the
12 Common Causes of High Cart Abandonment Rates in Ecommerce Read More »
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