Thoughts.

Welcome to our blog. Make yourself at home.

Delivering Growth via Digital Marketing: Attention, not Love

Here's a thought for you - where do most of a brand's sales come from? Loyal, repeat purchasers, or light purchasers, attracted in bulk and sold to rarely? If you answer A, you're either highly atypical, or missing out on growth. And that might be fine - your strategic goals…

Data, Analytics & Measurement: Where Digital Marketing Went Wrong

Back in the dim and distant mists of time, there was no such thing as marketing. There were ad men, and they produced adverts, and people bought what they sold. And then this happened: "Hilltop" - Coca-Cola, 1971 This was, as far as I'm aware, the first example…

Digital Content Production Process

Every year or so, I set out to create a single massive piece of content. This is some sort of large-scale piece, designed to allow for research into something. Previous pieces have included things like Fly Me to the Moon, a piece designed to test Google's JS rendering capabilities. This…

The Importance of Customer Value in Marketing

There's a wonderful, awful statistic that should terrify you: no-one would mind if 75% of brands disappeared tomorrow. I don't think that means people wouldn't care if the company didn't exist; however I can completely believe most people would by happy if 75% of all advertising and marketing vanished tomorrow.…

Marketing KPIs & Message Selection

We operate in a world of ever-increasing complexity, with new communication channels appearing every few years (search, social media, voice interaction...). As such, maybe it's not surprising that we often see consultancies and agencies chasing newness over solid marketing principles. Here's the framework we use when planning marketing activity, which…

An Introductory Guide to Log File Analysis

Welcome to our guide to log file analysis. This guide is designed to help you learn what log files are, why we analyse them, how to marry that data against other datasets, and how you can optimise your site through it. We'll also be looking at some of the tooling…

A Need for Artists and Scientists

In the digital sphere, measurement currently reigns over all things. We like to think we can measure everything, and that those measurements help us make better decisions. However, of late there's started to be a bit of a push-back against this, and I think it's happening for three reasons: Much…