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The Optimisation of Optimisation

Back in the day, we used Search Engine Optimisation techniques to drive what we referred to as ‘traffic’ to websites. This was mainly an exercise in quantity rather than quality coupled with a...

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Want to turbocharge your Google Analytics data?

Google Analytics.  Two words that either bring a smile to your face, or send a cold shiver down your spine!     If you’re a self confessed number geek like myself, then Google Analytics initially...

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Customising your own attribution model with Google Analytics

Marketers are talking about it, but who’s actually doing it? Moving away from last click is a big leap for every business, but understanding attribution and phasing in a new model will result in...

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Google Analytics Minus Google Analytics

All of you, I presume, will be familiar with Garfield: newspaper comic strip about an orange cat called Garfield who likes lasagne and lives in a state of conflict with his owner Jon. Some of you will...

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Would You Like To Increase the Impact of Your Testing Program?

You’d like to run more tests? You’d like to reach a higher success percentage? You’d like to increase the results of your testing program? Great, because you’re then at least thinking on how you can...

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Why Measurement and Evaluation is NOT Boring in 10 Downing Street

This year’s MeaureFest did not disappoint with fascinating insights on attribution modelling, examples of making the best use of testing and analytics, and of course all aspects of measurement...

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Effective Target Setting for Digital Marketing

With the vast amounts of data available to digital marketers it is all-too-easy to spend valuable time burying deep into the numbers without using them as actionable insights. Setting meaningful...

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