Ressourcen

Doing things the old-fashioned way may seem like a safe bet, but your competition already knows why manual data operations are bad for their business. It’s time you learn it too.

The role of the CMO is changing. Well - sort of… While the goals of determining strategy and delivering growth will likely remain the same, how these are accomplished is going to continue to evolve significantly over the next 10 years. 

With the discontinuation of third-party cookies, two questions arise for advertisers: how do I still reach my audience – and how can I measure success?

Optimizing channel allocation has always been a major challenge for marketers. But to make the most out of the available data, they now need to employ some new technologies to be able to predict outcomes and improve performance.

Global brand loyalty is at the lowest level it's been in a long time. Building a fanbase has never been easy for brands, but a loyal customer base has rarely been as important as it is now.

The role of the marketer is changing. Customers are increasingly calling for more channels - and according to McKinsey’s latest research, this goes for B2B customers too. So, the mountain of marketing data is growing. But many are still struggling to turn this data into valuable insights.

Data is the absolute centerpiece of digital marketing in 2022. We are in an era where data fuels not only the digital marketing industry but much of the world around us.

Stay one step ahead – this slogan by Norwegian outdoor brand ODLO can be perfectly applied to so many different areas.

Marketing is all about decisions. What creative is going to resonate most with my audience? What channels are going to perform best and where should I commit the most budget? Which regions should I be targeting and when to get the best ROAS? There are countless dials you can turn to increase the impact of a message.

At this years’ IC Summits Marketing and Advertising Exchange (ICS MAX) in Atlanta Georgia, Adverity’s Director of North America, Dany Eid sat down with Jeff Coleman of Carter's, the leading brand of children's clothing, gifts and accessories in America, to discuss how he improved his team’s data capabilities in his role as Leader of Digital Marketing Science.

If you work in a marketing agency, then finding the time to understand and implement new martech can be tricky. It’s one of the things we hear agencies struggle with time and time again. 

Today’s marketers don't need millions of dollars, or a complex, enterprise-like tech stack to optimize budgets and improve performance. Martech has leveled the playing field. 

Automated data integration might not sound like the most scintillating topic — but it could make your life a lot easier. 

In the past 12 months or so, a steady stream of talented employees have been leaving their marketing teams for a fresh start somewhere new.

How many CMOs do you think can measure ROI on their marketing spend? All of them? Surely most of them…

As internet-connected devices continue to increase at exponential rates around the world, so does the amount of big data that is generated. Evidence that data-driven companies deliver better business performance continues to build, and companies such as Google, Facebook, Tesla, Walmart, and Amazon have harnessed that wealth of data and captured tremendous value. 

Today’s marketers can’t afford to be afraid of data. The simple truth of the matter is that becoming more data-driven delivers better business performance.

The National Retail Federation’s (NRF) Retail Big Show returned to New York City on January 16-18 2022 for the first time in two years — and our Adverity team was there too!

Marketers across the UK, US, and Germany come up against different challenges when it comes to cookies, not least due to varying laws on data governance. So if you’re running an international operation, you probably won’t have the exact same priorities from one marketing team to the next. 

Modern marketing teams are feeling optimistic about their data maturity right now, with two-thirds identifying as analytically mature. Fantastic, right?

Something strange is going on in the world of marketing… Analysts say they have tons of advanced tech, but marketers don't seem to know about it. 

For some time now, marketers from all industries have been observing a phenomenon of our time: there is more content, channels, and end devices than ever before – and new platforms are constantly being added. 

Nearly four years since the GDPR was passed and no marketer has been left unscathed by the endless parade of data privacy quizzes and refreshers. But beyond that, the impact of GDPR has been hard to ignore.

According to our latest research, 61% of marketing teams aim to achieve predictive analytics in 2022. But are their martech stacks ready to take on this challenge? In this blog, we look at what businesses need to do in order to meet this goal and take their marketing strategy from reactive to proactive.

For many marketers, the new year is often a time of reflection. Identifying what went right and wrong last year, reviewing practices and potential technologies that may help them move forward, as well starting to plan for the year ahead and beyond. 

Ever since we founded Adverity in 2015 we’ve experienced fast growth overall but 2021 was a challenging year, in almost every aspect. Not only did we hire no less than 200 new employees – thus more than doubling our staff – we also had to do this in a quite unusual fashion, all while the ongoing pandemic posted its very own challenges and perils. What it took us to overcome those challenges and grow faster – and of course stronger! – I recently discussed among many other aspects of our daily work with investor and start-up founder Florian Gschwandtner for an episode of his Leadership Podcast by Leaders21.

In January this year, I was asked to provide a series of predictions for this year, given how tumultuous 2020 had been, this was a tricky exercise. However, as a certain sense of normality did seem to return in 2021 (for a short time at least), it’s an opportune moment to revisit those predictions whilst also looking ahead to 2022.

Marketers and analysts across the UK, US, and Germany share the same strategic priorities for 2022: to build and target their audience, and to deliver personalized content. However, there are some key differences in the challenges and strengths of organizations across the globe.

Last week, our CMO Harriet Durnford-Smith sat down with Little Black Book to discuss why marketers are no longer trusting their data, who is responsible for this distrust and how they can rebuild a healthier relationship with their marketing data.

It’s a tough life at the top. Working in the C-suite comes with a lot of pressures, and according to our latest research, C-level marketers and analysts are twice as likely to identify and highlight major business challenges as those in management positions.

The past few years we’ve heard the same refrain that data is the new oil. Any organization worth its salt has an infrastructure to get value out of its marketing data. But new research reveals that at the moment, some analysts have no choice but to pump crude oil into their engines.

In our last blog, we found out that personalized content, and audience building and targeting are the top strategic priorities — but what’s getting in the way? And how do the challenges faced by marketers and analysts differ?

As digital ad spend continues to grow, digital marketers face an increasingly saturated landscape. It’s not enough to shout loud, marketers need to target their audience in a more granular way.

Turbulence is nothing new for the travel industry, but with rapid changes in travelers’ needs and priorities due to COVID-19, advertisers have never had to ‘check in’ so many different preferences.

Travel has come a long way – and while we may not be living the 1950s dream of speeding through vacuum-powered tubes, the rate of change in the travel industry only seems to accelerate, with COVID-19 presenting some unpredictable challenges.

Once the holiday campaigns end, marketers may think they can sit back, relax and pat themselves on the back for pulling through the busy season - but wait! There's more to do.

Britain is looking to tap into more data opportunities after slashing ties with the European Union. But veering too far from the GDPR could land it in a chaotic, Wild West situation.

From strained supply chains to scarcity marketing - check out what our panel of experts had to highlight as things you could optimize in your eCommerce operations before the Golden Quarter.

Preparing your marketing campaigns for the holiday season is only half the battle. During this period it is also important that marketers are prepared to track performance and optimize campaigns on the fly.

While being great for a deep dive into customer behavior data and comparing how different groups act over time, cohort analysis can often seem intimidating. Here’s a short guide on how to master it.

The golden quarter is right ahead of us, and if you have not yet started preparing for it, you’re already behind your competition. Here are a few tips on how to catch up.

Adverity CMO, Harriet Durnford-Smith, on why the loss of third-party cookie data is a good thing for the marketing industry and how our strategy for marketing has evolved.

The large community of Amazon sellers has been on alert since the eCommerce giant announced the deprecation of the MWS API. We explain here what the new Selling Partner API is all about and how you can use it to improve performance.

As part of our video series on connectors and how to use them, we take a look at eCommerce platform Shopify to see how online sellers can best leverage Shopify data to gain new and interesting insights into their eCommerce business. eCommerce has hit an all-time high, and online retailers need to use every tool at their disposal to cut through the noise. Fortunately, the data that can help marketers make better decisions is more abundant than ever - but the potential of this data is often left untapped. By combining Shopify data with data from other platforms, retailers can gain practical insights into which ads are converting, when certain inventory is more likely to sell out, and which products are causing problems for customers.   What is Shopify? Shopify is an all-in-one cloud-based eCommerce platform that enables businesses to easily create an online storefront where they can sell their goods and services. Because of its flexibility and ease-of-use, Shopify is one of the world’s most popular eCommerce platforms, with approximately 20% of the global market share.   What data can you get from Shopify? As you’d expect from an ecommerce platform, Shopify data includes things like: Transaction data, like what products or services your customer has ordered, and how much they spent on them. Sales data, including the average amount customers spend at your store Product inventory across all of your SKU’s. Financial data, like revenue, profit, and (most importantly) tax. Customer behaviour such as which products are getting attention and cart abandonment rates. What data can a Shopify connector combine this with? While the data you can get from Shopify is good, you can take this to a whole new level when you start by combining it with data from other platforms. This is where you can start getting some really advanced eCommerce analytics and insights that can help grow your business. 1. Which ads are converting One of the biggest questions for eCommerce marketers is, “Which of my promotional channels is leading to sales?” It’s a simple question, but it’s often not so simple to answer. However, by combining your sales data from Shopify, with your promotional data from other sources in a data visualization tool; you can apply Attribution, or Marketing Mix Models to easily see which promotional channels and creatives are performing. From here, you can adjust your ad spend to maximise your return on investment, and ultimately drive more sales. 2. How the weather is affecting sales If you really want to get ahead of the competition, you can compare your sales data, customer session information, and product inventory with historical weather information. By doing this, you can analyse the correlation between the seasons, days, and climate on your customer behaviour, to learn when certain products are likely to be popular. Take sunglasses for example. By comparing the weather and sales data, you’ve noticed that when the weather gets warmer, sunglasses sales tend to pick up on Thursday - ready for the weekend. With this knowledge in mind, you can get proactive, and promote these products on subsequent Thursdays when it is predicted to be a sunny weekend. You can even target these adverts down to the exact city where the sun will be shining. This creative use of your data can protect you from lost revenue due to low inventory, and enable you to be proactive in your promotion of these products for maximum return on investment. 3. Customer sentiment for specific products Customer reviews are one of the greatest contributors to brand reputation for an eCommerce business. It’s great to optimise your promotions and inventory, but if you don’t have visibility on what your customers are saying about your products, brand, or user experience, then it’s your bottom-line that suffers. To identify these potential pain-points, you can compare your customer feedback, (from Shopify and other review aggregation sites, social media, and feedback forms) with your historical Shopify order, refund, and cart abandonment data. By doing so, you can turn this data into actionable feedback: discover which products are not up to standard, and where friction points lie in your user experience; ultimately improving your brand reputation and customer lifetime value.

Following on from our previous discussion on how to build an insights-driven culture, our expert panel discusses what are the biggest barriers to becoming an insights-driven business. While the benefits for businesses being more data and insights-driven are fast quickly becoming more obvious, there are still many barriers to doing so.

From cars to COVID to cookies, guest speakers Alex Holt (Cars.com) and Marc Castañe (Autoscount24) speak with Adverity’s Marija Traut about how the world of digital marketing in the automotive industry is changing.  For many industries, there have been big changes in the past year and a half and the automotive industry is no different. While the pandemic meant that marketing teams needed to pivot rapidly as consumers were no longer able to visit car dealerships, data deprecation and privacy laws are also impacting how digital marketers operate.

Time is often described as the most valuable thing we have to spend. Hard to make, and all too easy to waste, time is something just about everyone wants to save.

Following Adverity’s Series D funding announcement, CEO Alexander Igelsböck looks at why data and analytics are fast becoming the cornerstone of any successful business. Recently, I’m proud to say, we announced the new round of funding for Adverity, a $120 million investment led by Softbank Vision Fund 2 alongside Sapphire Ventures. Needless to say, it’s enormously gratifying when someone places such confidence in your company and it’s a reflection of the tremendous work everyone at Adverity has put in over the past five years.

Principal Analyst at Forrester, Tina Moffett, provides 4 tactical actions you can take to adapt to the changes brought on by the COVID-19 pandemic and data shortage caused by third-party cookie deprecation. In our recent webinar featuring guest speaker Tina Moffett, Principal Analyst at Forrester, we explored the joint impact of the pandemic and the 3rd party cookie deprecation, and the four key strategic actions marketers should make to adapt to the new conditions.

Continuing our discussion on how to get from data to insights, our expert panel give their top tips on how companies can build an insights-driven culture that leverages the most from their data.

In the latest video in our series on third-party cookies deprecation and the impact on attribution, we take a look at Marketing Mix Modeling (or in short MMM) and how it can enable marketers to measure channel performance without the need for third-party cookies.

Before realizing why being insights-driven is important for companies of all sizes, we need to understand what an organization needs to have in order to become (and remain) insights-driven. Here’s what a panel of experienced managers and marketers think are the crucial elements.

Throughout most industry discussions, the necessity of becoming “insights-driven” keeps popping up as a major topic. Here we take a look at what it means, and why is it so important for your business in 2021.

This is a story on how the world's leading destination management company turned the COVID-19 crisis into an opportunity to grow stronger, with the help of data.

If the pandemic has taught us anything it’s that, as marketers, we need to be prepared to tackle any challenge that comes our way. 

Leveraging the benefits of Anywhere Operations, where companies join technology, processes and people into a harmonized environment, brings new ways of improving marketing results.

Moving one step forward from just tracking KPIs to dashboards that show future outcomes, based on the intelligence behind the data, may be the only true remaining competitive edge a marketer can get in this day and age.

Adverity’s Joseph Danter takes us through his Top 5 marketing KPIs businesses need to start tracking in H2 to help them optimize marketing efforts and improve outcomes.

You’ve integrated your data and made insightful visualizations with it. The final stage is to add intelligent analytics to it and really make your marketing data work for you.

Budgeting for marketing activities can be tricky even at the best of times. But in the latter half of 2021 is especially tough, with things like the death of third-party cookies having a huge impact on marketing strategy, not to mention the ongoing COVID-19 pandemic.

In our new video on third-party cookies and the impact their demise will have on marketers around the world, we explain how attribution modeling becomes highly limited without them.

Marketers often face a dilemma: how to split the available budget between conversion-focused campaigns and the brand-building ones? Here are the top three tips on how to make the balance work.

As part of our explainer video series on the impact of the death of third-party cookies on marketing, we examine what attribution modeling is and why cookies are so important for it.

Once you have all the data in one place, it’s time to put it to use. Here are 3 tips on how to set up your visual data stories to drive business growth.

Using data is a great way to drive sales and create loyal customers. It helps you figure out what clients like and gives them a reason to keep coming back to you.

As a marketer, sending out emails to subscribers and getting little to no positive results is disappointing. It can also be an indicator that it’s time to take a step back and assess the impact of your email marketing strategies.

Becoming data-driven is not easy - but here are a few small steps you can take to better understand your audience, gain better insights from your data, and keep on top despite the COVID-19 pandemic.

Google’s recent announcement that it will be dropping personalized ad tracking is perhaps the last nail in the coffin for cookie-based attribution tracking. But, what does this all mean for marketers?

Keeping clients happy and fending off competition at the same time is tough, leaving little time to focus on creativity and delivering value. But, aren’t these the same challenges agencies have always faced? In this post, Adverity’s John Ball talks through the 4 things he most often hears people from marketing and advertising agencies telling him.

Dashboard creation is not always easy and the wrong choices can mean the difference between powerful insights for your business and a forgotten tool nobody uses. In this blog post, Adverity’s Andy Fairclough runs through his 4 golden rules for dashboard best practice to help you avoid the more common pitfalls.  

The COVID-19 pandemic has brought a host of challenges to every industry - and the automotive industry is no exception. Adverity’s Marija Traut covers 5 key lessons that automotive marketers can take from the past 12 months.

In the latest Bitesize webinar, Adverity’s Andy Fairclough and Joe Caston explain what data governance is and how best to implement it. Here we outline their 7 key building blocks for creating the right data structure for your business.

The media business is tough. You need to keep a close eye on your audience, your competitors, new emerging platforms… but all this gets a lot tougher if you don’t monitor the right KPIs.

Once you have created your basic reports, using a combination of KPIs, the next logical step is to move towards more advanced data analysis techniques, like predictive analytics.

Everything you need to know about the difference between data, metrics, KPIs, and reports, and how you can increase the value of data by transforming it into information.

Collecting data, cleaning it, and making sense of it, is sometimes a lot to deal with. So how do you take control of data and get it to work for you? The answer is ETL.

Here are the 5 key takeaways from our chat with Mindshare’s Jhon van der Ceelen on how to properly formulate and connect KPIs. Last week, we had a great chat with the fantastic Jhon van der Ceelen, Business Intelligence Director Data & Technology at Mindshare, on how to avoid headless chicken marketing and connect your KPIs across your whole organization.

The media and entertainment industry is evolving at an accelerated rate. But what role will data-driven marketing play in this rapidly changing landscape, and how can media and entertainment companies use data to better track their ever-changing audiences?

Head of Business Intelligence, Maximilian Nierhoff, and BI Engineer, Tobias Düperthal, on how data analytics can be the driving force behind a fast-growing online retail business. With over 3 million site visits a month and an impressive 96% customer satisfaction rate, online luxury fashion retailer Fashionette is one of the most popular online stores for bags, shoes and accessories in the German-speaking world.

After the topsy-turvy year that was 2020, we take a look at the most impactful changes that await marketers in 2021.

Given how tumultuous a year 2020 proved to be for so many, you’d imagine that the sensible among us would refrain from making any bold predictions for 2021. After all, who could have foreseen that last year we’d spend over three trillion minutes in Zoom meetings or that we’d all become so obsessed with baking banana bread?

Aiming to be proactive in your work is something that you can easily declare, but is complicated to execute. Having the right tools would help you a lot in getting on the fast track. “AI-driven, proactive analytics can open up a whole new depth of marketing projects, giving you the ability to make better decisions faster”, explains Gavin England, Senior Product Marketing Manager at Adverity. In the latest Adverity Bitesize webinar, he gives an overview of augmented analytics, what it is, and how it can help you as a marketer.

Most marketers think that improving website performance is a technical thing. And it is, but only to a certain extent. There are many areas where a skilled marketer can make a difference, and turn the company website into a real business performer.

Being innovative doesn’t necessarily refer to product innovation only. You can also be innovative in ways how you improve your business based on marketing performance data. Sportswear innovator Odlo was founded in Oslo, Norway in 1946, and is focused on developing high-quality performance wear for athletes. As the inventor of functional sports fabric, Odlo believes in the mantra “always be one step ahead”. That is also one of the reasons why they are so focused on data-driven ideas, leading them on the way forward.

With major legal and technical changes going on in the area of customer privacy, here’s an overview of all the important things a marketer should know about tracking and attribution in 2021.

Building a technology company is not an easy feat. You need to constantly fill your demand pipeline and turn your leads into recurring customers. With people able to cancel their subscription anytime, driving growth remains the bottom line of every SaaS business. In this blog post, we will look at seven key metrics that SaaS companies need to track on their marketing dashboard.

Technology businesses, including SaaS companies, are rich in data but they’re not always the best in utilizing all the benefits coming out of it. SaaS marketers could raise their game massively by pulling information out of silos and unifying it into one holistic database of all business and marketing data.

The holiday season is coming. Will this be a golden quarter for retailers, or will issues peak? If you arm yourself with ideas backed by data, you will win this Q4 more easily. How can retailers prepare for the pre-Christmas peak in demand that is surely coming in Q4? This is the big question discussed by Ben Sillitoe, a retail technology journalist, and Sam Madden, VP Sales at Adverity, in a recent webinar organized by Retail Gazette in association with Adverity.

More and more businesses are recognizing that a data-driven approach leads to greater marketing success. The problem is, there’s a bewildering array of data available to marketers, particularly in SaaS firms, whose stores, products and marketing channels are digital — and therefore data-centric – in nature.

Finding the best marketing tools is not that tough. Understanding how they perform across the board can be really difficult. Unless you have the tool that creates a complete picture.

Facebook announced they will change the default attribution model for ad conversions from 28 to just 7 days. Here’s how this affects your marketing operations. In the barrage of crazy news we’ve been getting lately from all sides, it was easy to overlook the one that might significantly affect the life of many marketers. As SEJ reports, in a letter sent to advertisers in the last week of September, Facebook has rather silently announced that they are reducing the default attribution window for conversion on ads on this platform from 28 days to just 7, starting from October 12th. With other changes made or announced recently by Apple and other web browser manufacturers, this seems like another spanner in the works of many marketers around the world.

Learn the steps you need to make to reach increased efficiency, make data-driven decisions, and deliver even more successful marketing campaigns.

Analyzing the data from your Amazon MWS account will help you not only to understand how to better serve your customers, but also to successfully boost the performance of your online sales. Selling products on a large eCommerce platform such as Amazon Marketplace can seem like an overwhelming project for the uninitiated. So, in the latest Adverity Bitesize webinar, Sam Madden, our VP of Sales, goes through the basics and explains how you can harness data to boost online sales performance at one of the world’s largest online sales platforms.

To get a clearer picture of what might come next, we’ve invited a guest speaker from Forrester to the latest Adverity webinar. Here’s a short overview of what she expects are the main challenges that await marketers.

Modern digital marketers have powerful tools at their disposal that can make them more effective than ever before. But there is one which can be a real game-changer: big data analytics.

Regardless of the industry you are working in, the website is at the very core of marketing strategies in companies of all types and sizes. So keeping a close eye on its performance is crucial. Here are the 10 most important KPIs you need to look at regularly.

With a growing number of martech platforms marketers use, it has become increasingly difficult to manage data coming from all of these platforms, and even more difficult to analyze this data. Technology may seem like a part of the problem, but it can also be a part of the solution.

In a tough and ever-changing market, both traditional retailers and eCommerce companies need to continuously optimize their operations by using data-based insights. Here are the 3 most important elements that your marketing analytics stack should include if you want to stay ahead of the competition.

We are constantly innovating our marketing analytics platform and introducing new features and functionalities. This time we are proud to present six new features in our Augmented Analytics module, helping our users to proactively identify data-driven opportunities and resolve issues that can affect their performance.

The global pandemic has massively impacted the travel and tourism industry across the world, with consumers facing major travel restrictions and cancelling flights and vacations. In these times, turning to data-driven insights seems to be the only way to move forward for marketers in this industry.

The value of product reviews goes far beyond their ability to influence purchases. While peer recommendations are an essential resource for business decision-makers, especially with technology buys, they also provide a barometer of customer opinion that helps companies better understand and meet expectations.

As a digital marketer you know the importance of applying relevant and consistent naming conventions to campaigns and ads on various channels. Get them wrong, and you end up with inaccurate reports and waste a lot of time on finding what’s wrong.

You’ve released the campaigns on Google Ads, and the customers are slowly coming. But how can you be sure that the performance is good enough? By tracking the right metrics, of course.

Digital Matter is a fast-growing performance marketing consultancy, headquartered in New York City, with offices in San Francisco and Portland. As experts in managing and optimizing multi-channel campaigns, Digital Matter connects the dots between marketing, data, and strategic planning.

Use cases of artificial intelligence are all around us, and many businesses are already benefiting from it. Thanks to its strong potential, AI can become a powerful tool in the hands of marketers aiming for growth. From Siri and Alexa to self-driving cars, AI means different things to different people. In the world of marketing and advertising agencies, AI could become an agency’s new best friend, claims Mitesh Lakhani, Senior Solutions Consultant at Adverity. In the latest Adverity Bitesize Webinar, Mitesh and Alex Handsaker, Strategic Relationship Manager at Adverity, chat about how AI could transform digital advertising and marketing activities for good.

Sitting on a gold mine of data that can be used to optimize marketing campaigns is one of the crucial aces all telecommunication companies have up their sleeve. Whether they are using it in the right way is a totally different story. In the fast-moving, ultra-competitive telecoms sector, companies need to stay sharp, constantly innovating their services, honing their packages, and delivering exceptional customer experience. Our latest whitepaper explains how advanced analytics is creating a competitive advantage for data-centric telcos, with insight-driven marketing helping them to win and retain customers in a crowded marketplace.

Staying one step ahead of the competition is crucial for business success in all industries, and telecommunications is not an exception. Here are the key KPIs telecoms should closely monitor to make sure they remain competitive in today’s market.

Analyzing customer data in an attempt to understand and prevent user churn is one of the top-level priorities of telecommunication companies. In such a tough market, having the right tool to execute this analysis and get ideas on how to reduce churn could be a huge asset.

As a rapidly growing platform, TikTok is a topic of interest for many marketers, so getting the basics is important to understand how they can use this network to reach the customers of tomorrow. TikTok is an explosively growing video sharing app, with 800 million active users worldwide, despite being launched only 4 years ago by ByteDance, one of the leading Chinese internet companies. With two thirds of its users being younger than 30, it’s a great way to reach the customers of tomorrow, says Alicia Maravic, Senior Account Manager at Adverity, in the latest Adverity Bitesize webinar.

While working on integrating data with numerous advertisers, our team spotted a common, but critical problem, and solved it with the use of pragmatic AI. We introduce to you Smart Naming Conventions, a practical add-on for advertisers of all sizes that helps you to eliminate campaign naming issues.

Buying a ready-made martech solution or building one tailor-made to your needs? With the strong influx of technology into marketing, this has become a dilemma for many marketers out there. We looked into the pros and cons of both approaches.

We live in a time where there is no shortage of data. But is having too much of it something bad? Well, if you cannot analyze it properly, it really can be.

The current business climate is throwing some real curveballs at marketers, as they work with budget constraints and clients affected by COVID-19. But it’s also a unique chance to explore agile marketing tactics, new channels, and tools that can help accurately measure what is and what isn’t working.

The expression “time is money” is so true when it comes to the everyday life of performance marketers. Getting insights out of real-time data coming from several sources is crucial for them, so we have highlighted the 8 most important metrics they need to monitor around the clock to remain successful.

With literally millions of competitors, making a successful mobile app seems like a ‘mission impossible’. But if you track the right KPIs, you’ll be able to successfully optimize and direct your app towards success.

Having the right numbers is always important, but visualizing them in the right way can make an even bigger impact. That’s why we have highlighted 20 chart types you can use to demonstrate your key success metrics.

Combining different technologies into an effective agency work environment has never been easy. But if you manage to do it properly, you can offer an advanced level of service to your clients. Let’s look at a real-life situation: client A uses a Google stack, client B a Microsoft stack, and client C has a stack consisting of tools from several technology providers. All of these clients require different reports and want data housed differently. But consolidating it is often not so easy, since technologies from different companies don’t like to talk to one another. This is a common issue in companies of all sizes, and so it reflects onto agencies. Therefore setting up a technology-agnostic environment seems like a basic prerequisite to be able to serve multiple clients successfully.

Big news - the Adverity platform is getting a fresh look! We are pleased to announce our unified, fresh looking and improved platform, designed with productivity and ease-of-use in mind.

In the search for “the next big thing”, agencies worldwide have been paying more attention to artificial intelligence. Could AI bring an opportunity for innovation and added-value delivery? If you look at recent news and industry discussions, artificial intelligence seems to be the advertising industry’s attempt to advance their offering on multiple fronts, from targeting methodologies and iterative optimization to media planning and buying. The underlying questions in many of these discussions are: does it work? Is it viable? And ultimately - should employees be fearful of their roles within the advertising space? The short answers are: it could work (if used properly), it is viable (especially in the long run), and employees definitely shouldn’t be fearful of their jobs. Here are a few reasons why I believe this is the case.

Navigating through the endless universe of data within Google Analytics can sometimes be tough. Add external data sources to the equation, and you face quite a challenge. This is why every type of automation for data importing is more than welcome, allowing you to focus on data analysis, not the import itself.

 If you want to read the full case study as a downloadable PDF, you can get it here. A German version of this blog post is available as well.

Have you ever wondered why your cost-per-conversion is always highest for your most recent results? Moreover, why – as if by magic – it continually decreases as time progresses? 

 If you want to read the full case study as a downloadable PDF, you can get it here. A German version of this blog post is available as well.

As a newly AWS competency status holder, it was a pleasure for us to host and sponsor the 12th AWS Meetup at our office in Vienna.

Data integration for marketers should be as powerful and straightforward as possible. We believe marketers can only make sound decisions if they have access to all of their data. That’s why we’re constantly building new and improving existing API connectors.

We’ve just finalized our study into how online retail brands use data to support decision making within their organization. What our research uncovered might surprise you. Though before we take a look at some of the findings, let’s gain a greater context to the problem.

More and more executives I talk to raise concerns about data chaos in their organization.

Adverity is proud to announce that we are the first ever Austrian based APN Partner to achieve Amazon Web Services (AWS) Digital Customer Experience Competency status.

In one of the biggest recent news stories from the cloud-focused tech world: Google is acquiring Alooma as part of the tech giant’s plans to further expand its footprint in the industry.

I think any marketer or analyst would agree that a reporting creator’s aspirations should go beyond crunching data. Telling stories with your data that provide valuable insights should be a priority.

Do you find the idea of data-driven marketing confusing? Are you looking for examples to understand how to use data to improve the marketing ROI? Data offers us, marketers, a tremendous opportunity to solve even the most intricate challenges.

I think we can all agree that there seems to be some sort of unspoken consensus among marketing professionals that data and creativity are somehow complete opposites.

If you want to read the full case study as a downloadable PDF, you can get it here. A German version of this blog post is available as well. reBuy is a reCommerce company based in Germany, founded in 2009. Their online product recycling platform allows users to sell and buy used goods from 14 different categories - from books to user electronics - for reasonable and fixed prices.

A few years back perhaps, you could collect and keep track of all your marketing data in a single Excel file. I am sure that most marketers will agree that it's hard to keep track of all your advertising data and reports. 

Deriving insights from your data is one thing, being able to present it in an easily digestible way is a whole different ballgame. Indeed, ensuring that reports can be understood by colleagues and clients is no easy task. Your best bet is to use supporting statistics to craft a story.

Did you know? To even consider buying from you, today’s customers must feel as if you knew them personally.

I’m sure you’ll agree that buzzwords and acronyms are a ubiquitous aspect of modern-day marketing. In such a fast-paced industry, it can be a challenge to keep up with all the latest lingo.

I am sure that any marketer would agree - maximizing and measuring conversions is the cornerstone of performance-based marketing.

We are very happy to announce our new partnership with Adobe - a leading solution provider for real-time marketing analytics.

Do you sometimes think about using data-driven insights to run efficient advertising campaigns? Do you wonder why everyone’s so excited about it? Particularly since your efforts to increase advertising ROI by using data have failed until now...

Hi, I am Nico and I just started a new job at Adverity as Content Manager.

From brand awareness to reach, TV advertising achieves multiple goals. But most marketers find it hard to measure the impact on website and online shop traffic - and therefore on sales.

Marketers are using an ever-growing list of tools, which each produces a huge amount of data. Being able to analyze all this data under one view is a hugely valuable resource. However, the number one tool to report on marketing activities is a spreadsheet. I am sure that most marketers agree when I say that having your valuable data in spreadsheets is perfect. And right so for a number of reasons. Not only are there far better reasons for most use cases, most of the sheets are scattered with errors. In this blog post, we’re going to be looking at the drawbacks of using spreadsheets for your marketing and sales data, as well as why data integration and dashboarding software represents a far better option. That said, spreadsheets can be great: They’re practical, structured, and can process a wide variety of data. Whether you’re in admin, finance or sales, it’s quite likely spreadsheets are a part of your day-to-day. And that’s great - if you’re working by yourself or in a very small team, with only small amounts of data.

We're very excited to announce our partnership with Tableau - one of the leading business intelligence (BI) and data visualization platforms.

Please note: this case study is also available in German. UPC Switzerland was the result of a merger of several cable network companies in 1994. The company has a workforce of over 1,400 employees and an annual turnover of CHF 1.349 billion (2017). With more than 2.6 million customers, UPC is the leading provider of telecommunications on the Swiss market.

Big data lives in a world of its own. It is messy, unstructured and constantly changing. To make use of it, marketing professionals need to leverage the power of data integration tools and get that data to a point where it's ready for analysis. This process, however, comes with its own challenges, so we have made a list of our top 5.

There is no point in beating around the bush: Big data is all around us and it is here to stay. This is probably not the first time you’ve heard us say that. It is true, though, and the more data grows, the more marketers and marketing technologists will be pressed to find the right tools to tame it.

With data growing bigger and bigger each day, marketers are finding it increasingly urgent to be able to transform it as quickly and easily as possible. Yet, as many soon realise, there is no ‘one size fits all’ solution to getting clean data to flow through an organisation. The fact that there are so many different tools out there is proof enough.

If you want to read the full "Strategic Playbook For Data-driven Agencies Part 2: The New Role of Marketing Analytics and Visualisation", feel free to download our lovely white paper here.  Data-driven marketing is something of a hot topic right now. We dare to claim that 99.5% of all companies are looking to improve their data to get the best insights into their business and marketing performance. While we all know how important this is, there is no consensus on other looming questions:

The author is a digital marketing consultant and SEM expert at Adverity client, Dreifive.

Now that we know what ETL is all about, it's time to add another little-known abbreviation to the bunch: ELT. Yes, it almost looks the same, too.

There are a number of challenges with big data. It’s spread across different platforms and devices. What's more, it’s messy. Yes, you’re thinking what we’re thinking: That’s more than just one challenge. But what if there was one solution for all these challenges? Well, there is - and it’s called ETL.

In today’s world, expectations surrounding immediacy have changed a lot. The power of social media gives its users instant gratification through likes, comments, shares and views. Such tools have been tailormade to closely connect to our deepest feelings of belonging and attention. Plus, it acts as a real-time feedback machine for everything we do. Most of us are guilty of posting something and immediately checking every few seconds after to see whether or not we've received any form of engagement. Or staring at your WhatsApp screen in anticipation of the two blue checkmarks appearing.

If you want to read the full case study as a downloadable PDF, you can get it here. A German version of this blog post is available as well. Fashionette is a young German e-commerce company, which sells designer handbags through its online shop. The company was founded in 2008 and has overseen impressive growth since its founding. Fashionette has established itself as the largest online retailer specializing in selling designer bags in German-speaking markets. The company achieved its position as a market leader by offering a broad product range curated by fashion experts, as well as implementing eye-catching marketing activities - ranging from influencer marketing to more classical forms of online and offline advertising. Moreover, Fashionette’s corporate philosophy ensures that customer satisfaction remains at the very top of its priorities.

What is the first thought that comes to mind when you think of the amount of marketing data you process on a daily basis - big, scattered, messy? More likely than not, it’s all three at the same time. But don’t worry, you’re not alone.

We’re happy to announce our partnership with Google Data Studio, which allows for a seamless connection between Adverity DataTap and Google’s dashboarding and reporting platform.

Big data is all around us. It’s the information we share with various companies as well as the traces we leave behind our online activities. We often give too much of it away and we need to make sure we stay in control.

Imagine doing marketing without any tech tools. How is that for a picture? Not great, we know.

Adverity was out in force for the 2018 DMWF (Digital Marketing World Forum) Expo Global in London. As well as being a sponsor and exhibitor at the event, attendees were also treated to a compelling talk from Adverity's own Fabio De Bernardi (Country and Sales Manager for the UK).

We're proud to announce another major investment in our company. Adverity has secured a Series A investment of 3.2 milion Euro from Mangrove Capital Partners - a leading tech venture capitalist with investments in Skype, Wix, Outfittery, Lesara and many more. The existing investors Speedinvest, 42CAP and aws Founders Fund also participated in this round. This latest investment will allow us to accelerate plans for our product and business development.

Customer wants and needs are changing. The ways to meet them are changing, too. Marketing is changing.

In our latest whitepaper, we tackle the biggest challenges e-commerce businesses are facing: understanding your data in general and, more precisely, your customer acquisition costs (CAC). You can sign up and download the PDF right here - it's full of inspiration, useful tips and actionable insights for you to step up your marketing game.

The customer is king: Brands know that, and so do their marketers. Today, more than ever, companies are looking to target increasingly specialized market segments and cater to the specific wants and needs of their customers. Technology has made it possible for people to not only browse and shop online, but to do so on their mobile devices and on the go, too.

As marketers are all too aware, combining previously isolated data streams to produce a comprehensive overview of your marketing activities is no easy feat. Fortunately, Adverity is on-hand to help you to automate this often time-consuming and arduous process by integrating all your favourite data sources. Data streams are then transformed into a unified structure that allows for simultaneous analyses. This helps provide you with compelling new insights to act upon to drive more conversions and improve your return on advertising expenditure.

It has never been easier to buy, work with and analyse your paid marketing activities. Self-service tools like the Facebook Ad Manager or LinkedIn Campaign Manager are by far the most user-friendly media buying tools on the global market. No wonder these tools help bring in the big bucks for these companies. But these social media platforms ordinarily only cover a small part of your campaign. Large corporations, big spending brands and many other advertisers face a pressing need to maintain and promote a large media spectrum. In this case, media buying agencies often adopt a holistic approach to developing their advertising campaigns. 

In 2017, retail e-commerce sales had their moment on the global stage: They exceeded $2 trillion, a nearly 25% increase from the year before, according to findings by eMarketer. Mobile, too, played a key role, as m-commerce accounted for almost 60% of all digital sales.

In today’s world of information-, product- and service overload, attracting and retaining loyal customers is crucial. Advertising agencies and brands alike, thus, need to make sure that the latter enjoy a positive image throughout the web: A task that is not always easy to achieve – and especially not when it comes to digital advertising.

Gone are the days when data scientists were the only ones to get their hands on raw data. Gone are the days when they were the only ones handling analytics. Today, with data growing  in size by the minute, it is crucial for people on different levels within an organization to have both access to that data and the ability to process it in near-real time.

We're pleased to announce the release of part one of Adverity’s Strategic Playbook for Data-Driven Advertising Agencies. This will be a three-part guide for advertising agencies looking to modernise their business model by leveraging data to the fullest. In this first instalment, we'll be covering the end-to-end data integration process. In layman's terms, this describes the process by which agencies acquire all kinds of data from different marketing tools, harmonise these datasets into a consistent format and then use advanced analytics tools to uncover unique and compelling insights into campaigns and wider marketing performance. Looking ahead to part two, we'll cover the reasons why we believe agencies should embrace the power of modern marketing intelligence and provide some practical advice for doing so. This will ultimately serve as a catalyst for making quicker and better-informed decisions to maximise your return on ad spend - helping to foster strong and successful relationships between your agency and its clients. The third and final part of this e-book will make a series of future predictions that data-driven marketers can expect from the industry. By anticipating these changes, agencies will be better placed to rise to these new challenges if and when they occur. Strategic Playbook for Data-driven Agencies PART ONE: HOW MODERN ADVERTISING AGENCIES CAN BENEFIT FROM SOLVING THE BIG DATA PUZZLE

Return-on-investment (ROI) is likely to be the most important metric for just about every CMO. There, we said it. Gartner said it, too. And while determining the financial impact of your marketing efforts is crucial, it is easier said than done. Naturally, the main reason you’d want to measure your ROI is to avoid spending money on marketing activities that don’t generate enough leads and, essentially, revenues. According to recent findings by Gartner’s CMO Spend Survey 2017-2018, marketing budgets have gone down from 12.1% of company revenue in 2016 to 11.3% in 2017.

Getting the big picture of your advertising can be complicated. You often have to log into multiple tools to get your campaign performance numbers before you're able to create a meaningful report for your client or stakeholders. More still, this tedious process is prone to human errors and represents a highly inefficient use of your team's resources. Fortunately, Adverity is here to help you automate this entire process. We easily connect to your favourite sources and provide all the relevant data when and where you need it.

Adverity powers all kind of advertisers and agencies around the globe - from local heroes to multinational enterprises. We are proud to share the following the success story of our client MediaCom, who leverages Adverity Datatap in order to improve their efficiency across their global operations.

The role of marketing is changing. The role of the marketing professional, too, is changing as a result. But what exactly are those changes, and what is their impact on players in the industry? Decreasing budgets is, in fact, a main talking point. According to recent findings by Gartner’s CMO Spend Survey 2017-2018, marketing budgets have gone down from 12.1% of company revenue in 2016 to 11.3% in 2017. This is a challenge for marketing leaders worldwide, as it requires them to work with fewer financial resources while showing ever-improving results.

As online users, we all produce large amounts of data. If you are on Facebook, Amazon or any other online network, your behaviour is saved as data - and this data generates value for those platforms: they know what you like, what you do, what you click. They even know if you’re pregnant before you do.

Shiny New API Connectors We believe we have created the largest data source library available, equipped with hundreds of pre-configured API and file-based connectors. We're pleased to announce the addition of a further twelve API connectors:

Big data is all around us - whether or not that fact occurs to us on a daily basis. Well, for all of you marketers out there, it surely does. Data has become one of the most important indicators of the success or failure of a marketing strategy. You rely on the insights derived from that data, and your clients do, too.

Please get in touch to learn how we can help you gathering all your relevant retail and e-commerce data from your favourite tools!

Adverity was founded on the belief that data can radically improve how agencies and their customers connect, understand and interact with each other. Today, we are proud to announce the upcoming release of the NEW Adverity Insights, the latest and most powerful version of our visual analytics platform.  Find out about a few handpicked highlights below! As we’re progressing towards a business world that is increasingly data-driven, it is easier and quicker than ever before to make decisions supported by real-time marketing data. Our goal is to simplify the process of data exploration and visualisation, so our team has been working hard over the course of the past few months to deliver an even faster and more powerful Adverity Insights.

Being a marketer in today’s increasingly data-driven world is no easy task. There’s gigabytes of data coming your way every single day - data that is transformed into insights, and insights that you then have to decide whether to focus on or not. In making that decision, you first need to set yourself clear marketing objectives and key performance indicators (KPIs), which will help you ask the right questions of your data.

We're pleased to announce the Adobe Marketing Cloud API as the latest addition to our ever-increasing list of preconfigured data connectors.

Effective data analytics can provide the means to drive your business forward. Whether you’re a company doing your marketing in-house, or you’re an agency doing the job on behalf of someone else, your marketing efforts need to be always in line with your - or your client’s - business objectives.

Working in data marketing, you probably know that there is no such thing as a dull moment. Something’s always happening. It’s dynamic, it’s hectic, and you love it. Yet, every now and again, having things change around you all the time can become somewhat overwhelming. After all, managing and executing a data-driven marketing strategy is no piece of cake. Knowing that feeling all too well ourselves, we’ve decided to focus on some of the challenges that come with the job description.   1. The challenge of asking the right questions The need to ask the right questions may seem like an obvious one. It probably is, too. After all, how are you ever going to drive your business forward if you don’t know which questions - and their answers - will help you solve actual problems? Clearly, it’s great to know how many visitors you had in a day, or how long they stayed on your page. But will that get you any closer to fulfilling your key performance indicators (KPIs)? Not really. So think about your marketing goals and the questions you want to have answered. Do you want to convert more visitors into paying customers? If so, then maybe you need to look at the channels that generate the most conversions and focus on them. Remember: Even the best data won’t matter if you don’t know what purpose to use it for.   2. The challenge of finding high-quality data There is no question that, as a business, you generate a ton of data every day. Yet, that in itself is no reason to believe that your data is good enough to yield actionable insights. First and foremost, high-quality data needs to be consistent and up-to-date. Timeliness is one of the main characteristics of marketing data, as it enables businesses to respond to customer needs as soon as they emerge. High-quality data is also as complete as possible. Any missing information, in fact, would only get you to make decisions based on educated guesses instead of facts.   3. The challenge of breaking down silos The thing with marketing data is not only that it’s big, it’s also fragmented. It’s messy, and finding your way to what you need exactly isn’t always easy. Because your data flows in from a number of different channels (just think about your social media presence) and is accumulated by a number of different teams (marketing, sales, finance?), it is often scattered and messy. As a result, you get multiple data sets – often referred to as silos. Silos are a marketer’s nightmare as they provide no single overview of all available output and make it difficult to detect anomalies in the data. The key to solving this is by breaking those silos down and having all output up to date and in one place.   4. The challenge of normalizing your data Once you have your hands on all relevant data, it’s time to focus on cleaning and harmonizing it. Because it is often pulled from various sources, marketing data comes in different formats and they all need to be unified if you are to generate actionable insights from your analysis. In other words, it is about creating a consistent target data schema. There is no right or wrong way to do that, but since marketing is becoming increasingly specialized, professionals are also required to master ever more specialized techniques and approaches to managing and analyzing their data. Our tip: a next-generation marketing analytics tool can do the job for you - in near-real time, too.   The step-by-step guide to analytical mature marketing  What to be more data-driven in your marketing but not sure how? Check out our latest ebook with a step-by-step guide on how to move your marketing team further up the analytical maturity scale.     5. The challenge of interpreting your data The key to interpreting your data well and deriving actionable insights from it is to find and know what’s relevant. This is where marketing analytics really kicks into gear. Unlike tools that focus on individual channels, integrated marketing analytics takes into account your activity across all those channels, and over time. It is your key to making informed and quick decisions when it matters the most. It can also help you find patterns. It can help you understand which of your marketing activities resonate with your customers, and focus on them - both in terms of time and resources spent. It is about determining the ROI of your marketing efforts. Remember the part about asking the right questions? Marketing analytics can help you find the right answers.    6. The challenge of working with real-time data Real-time marketing data can be challenging to work with from both a collection and analysis point of view, but it’s the latter that often causes the most difficulties. While many companies readily gather data in near-real time, only few of them are able to turn it quickly into insights. According to a recent report from the CMO Council, only 7% of all polled said that they “are always able to deliver real-time, data-driven experiences across all customer touchpoints and across both digital and physical engagements.” The majority are able to perform partial real-time data analysis, while more than 40% are struggling or only starting to do so.   7. The challenge of bringing it all together At the end of the day, the real key to a successful marketing strategy is data integration. While the rise of marketing technologies has certainly made it easier for businesses to collect, harmonize and analyze data, this data is often still accumulated in silos. According to the CMO Council report, only 3% of all respondents said their systems are fully integrated, with data flowing seamlessly between channels and teams. More than half have either very few connections between systems or are only now developing their own integrated tools. Another 25% report little to no integration at all, relying heavily on spreadsheets to do the job. In a time when big data is everywhere, and it tends to become bigger by the day, working with integrated marketing analytics is crucial. Many businesses may still be lagging behind, yet they do see the potential in turning fragmented and messy data into smart, actionable insights. What challenges do you face when it comes to your data-driven marketing strategy? Feel free to share your thoughts in the comments below.   Want to develop a data-driven marketing strategy? Talk to one of our experts and find out how Adverity can help you

In a time when marketing specialists are facing larger amounts of data every day, they have yet to learn more about leveraging the full potential of marketing analytics. In fact, for many companies extracting useful information from the piles of marketing data they generate is still quite the challenge - еspecially when it comes to mapping out the wants and needs of their customers.

You can’t do business if you don’t know your customers well enough. It’s no secret, we all know it. So learning about what your customers really want, need and are willing to spend their money on is somewhat of a main priority.

The challenge with data is that it’s big. It’s scattered across platforms and devices. It’s messy. Yes, you’re thinking what we’re thinking: That’s more than just one challenge. But what if there was one solution? Well, there is - and it’s called ETL.

If you think about how you do marketing today and how you did it a few years back, you can probably come up with a few differences. For one, you may have the feeling that pretty much everything about your day-to-day has become more overwhelming. And you’re likely going to be right.

You know how things go these days: no matter what you offer or what you do, people tend to ask a lot of questions. With the rise of social media and user-generated content, the sheer number of questions - many of them unanswered - about various products and services is growing exponentially. Just take a look at any product page on Amazon, detailed descriptions and reviews are often not enough to answer all the questions that we, as users, have.

Nowadays, there is barely a business that isn’t a digital business. Companies communicate with their customers through official websites and blogs, social media and email newsletters. They build mobile applications to push regular updates to users’ devices and work tirelessly to create the most optimized – and personalized – app experience possible.

Advertising is not what it used to be. With the growing prominence of the internet and social media in the day-to-day lives of users, its nature has changed tremendously.

Big data is messy. It’s scattered across platforms, it’s diverse, and in its raw form, it’s practically unusable. We know, it’s a painful truth.

Today, we are very happy to get closer to achieving our ambitious goals. With investments from speedinvest, aws Gründerfonds and 42cap, we will be able to enhance our product features and tackle the challenge of international expansion. We want to use this occasion to say: Thanks for your confidence in us!

In today’s age of digital technology, social media and a growing variety of smart devices, users are leaving an ever-bigger trace of their activities online. They interact with brands through social networks, email newsletters, ads, websites and forums, among others, and they do so from a number of different devices - from smartphones and tablets to laptops and home computers. The result? Plenty of data.

Marketing data is everywhere. It exists on various platforms, in large amounts, and is collected through an ever-growing number of tools and applications. And if that weren’t enough, it is also constantly changing.

Data fragmentation may be the single, most pressing challenge for advertisers and marketing agencies today. And that’s understandable – after all, data is all around us. It is available in ever-growing amounts and is accumulated from across a variety of platforms – from websites and blogs to TV and video, to social networks, email and search. Ultimately, it ends up being overwhelmingly big, scattered and messy.

Today marks the inauguration of our shiny new blog. If that news alone isn’t enough to stir up a palpable sense of excitement, you better strap yourselves in and listen up.