The emergence of free and low cost analytics tools that help us truly understand our customers (and potential customers) are now widely available. However, the effective adoption of these tools is rare, and answering questions about ROI in digital marketing is still often seen as a dark art rather than a practical process.Digital marketing ROII want to discuss the key issues of attribution modelling by showing how it allows us to move practically toward understanding the customer journey and how... [More]

This entry follows on from part one of our guide to SEO that focussed on search engine spiders and making sure your site is being looked at by the search engines. In this blog we look at the next stage of SEO, Keyword research. Keyword research Keyword research is all about understanding how your potential audience searches so you know what search phrases you need to rank for. Once we've done this we need to look at getting the words onto our pages, and we'll cover this in part three when we dis... [More]

There’s nothing more charming than a small child writing a thank you letter after Christmas, and Sainsbury’smust be feeling a similar sense of gratitude after receiving a letter from Lily Robinson, aged 3½. ‘Why is tiger bread called tiger bread?’ asked Lily. ‘It should be called giraffe bread’. In a response that gained viral momentum on Facebook, customer manager Chris King (aged 27 ?) told Lily what a brilliant idea he thought it would be to rename t... [More]

Awareness of the environmental impact of our professional and personal lives is at an all time high, and for most of us we make a conscious effort to reduce our carbon footprint and do our bit for the environment. We recycle our waste, proudly carry our bags for life to the supermarket, use public transport and car share to reduce our emissions. Our efforts carry on into the office where we print less and e-mail more, video conference instead of drive to meetings, and make the best use of techn... [More]

Imagine, if you can, that you do want to buy me flowers. Perhaps the first place to go, as you don’t live nearby, is online. And you might think, as you look at the search engine, who do I know who sells flowers? You might well type in the name ‘Interflora’, as that’s quite likely to pop into your head. So you might then be surprised if the top link took you through - not to Interflora’s website - but to Marks & Spencer’s. Marks & Spencer, using all t... [More]