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 […]
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
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,
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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
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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
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To set up Google Analytics 4, create a GA4 property, copy the Measurement ID, then add it as a Google tag in Google Tag Manager set to fire on Initialization – All Pages. For Google Search Console, add your site as a property, submit your sitemap, then link it to GA4 under Admin/Product Links.Add Google
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Maximising marketing ROI starts with defined goals, then the metrics that measure them, then the tools that collect the data. Attribute results by channel in GA4 to see which channels return the most, then reallocate spend accordingly. Consistent monitoring and reporting turns that into a repeatable process rather than a one-off calculation. Gone are the
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In today’s data-driven marketing landscape, collecting and analysing data is essential for making informed decisions and optimising marketing strategies. However, data alone isn’t enough to get the meaningful insights you need to drive business growth. This is why data visualisation is essential for effective marketing. Particularly with the sheer volume of data available in today’s
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Creating a successful marketing strategy begins with defining your objectives. Data-led decision making in marketing is no longer a nice to have, it’s critical. Marketing analytics is the collection, usage and analysis of data, helping businesses and marketers make informed decisions to improve their marketing initiatives, campaigns and overall strategies. There a few steps you
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