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Marketing and data teams have hundreds of metrics flying in from multiple platforms and channels at any given time. Connecting all this data into one view helps them to understand trends and patterns so they can better allocate their budget. But doing this manually takes more time, effort, and focus than can be reasonably expected. 

You might have noticed that our website looks a bit different. Why? Well, for the first time since our launch in 2015, we’ve had a significant brand overhaul. We’ll go into more detail about the changes, so read on!

Most modern organizations understand that being able to make data-driven decisions is a massive competitive advantage. Data insights help to optimize marketing activities and increase ROI. However, unless your organization has a well-thought-out system to democratize its data, then this can become a major challenge. 

Marketers might say they want to create customer-centric marketing — but until we stop viewing journeys as one-way tracks towards desired actions, it’s not going to happen.

For marketing teams, maintaining high-quality data is critical. Just one mistake can mean data ends up doing more harm than good. So, marketers need to be careful when pulling all their metrics together into a report. 

The new year is a time for businesses to start planning for the year ahead. But first, they must take a look at what went right and wrong last year, and review practices and technologies that can help move the business forward.

Getting an entire organization on the same page when it comes to data is no simple task. But if your business isn’t singing from the same hymn sheet, then setting and meeting business goals that are based on data can become a chaotic affair. 

Getting an overview of your data isn’t always as simple as it seems. Anyone dealing with data, from marketers to analysts, needs to beware of particular metrics that can’t be added or summed — or risk the credibility of their data. These kinds of data points are called non-aggregatable metrics, or nonags (or even nags!)  

Walled gardens make up the vast majority of digital advertising opportunities within the publishing landscape. In fact, last year, Google, Meta, and Amazon took home 74% market share of all digital ad spend — and that number is expected to be even higher in Europe because of GDPR.

Until recently, data operations — or DataOps — have mostly been handled by marketers with an aptitude for Excel. Nowadays, however, what started as a very obscure and manual discipline is slowly gaining more respect as people come to understand the crucial impact that effective DataOps has on a business's success.

Location targeting and breaking out data by location for analysis is often a key consideration for marketers when advertising online.

There are plenty of ways you can slice data to find patterns — and slicing data by location is a common one, especially for marketing teams running an international operation. 

The concept of a modern data stack has promised to fuel a move from clunky monolithic systems to streamlined and efficient data architecture.

At Adverity, our commitment to the sustainable development of society is a large part of our culture. From offsetting all our CO2 emissions to supporting local businesses, we aim to benefit society through CSR projects and programs that focus not only on the sustainability of our environment but also on the development of our society.

CMOs and marketing teams are drowning in data, our new Recession, Resilience, and Marketing Data: What’s Shaping the CMO Roadmap report has revealed.

According to the latest research, two-thirds of CMOs are drowning in marketing data. We surveyed 300 CMOs from SMBs across the UK, US, and DACH, and found that while making data-driven decisions is a key priority for CMOs, many are still struggling to get on top of their data.

If you haven’t already heard (and you definitely should have), Google will be sunsetting their Universal Analytics (UA) platform by the end of June 2023 while 360 properties are to be sunset by the end of June 2024.

Marketing and logistics may feel like two very different business areas. What does your warehouse data have to do with your marketing data? Actually, quite a lot!

Viewability is the ability for an advert to be seen by a human. As such, it is a necessary condition for an effective campaign and therefore crucial to measure. 

Viewability is the ability for an advert to be seen by a human. So, as you can imagine it’s pretty important for marketers. If your ad isn’t being viewed by a real person, then it’s not going to be effective — and that translates to wasted ad spend.

In the modern age of marketing, data silos are a serious issue that can have a huge impact on a team's performance. Nonetheless, for many companies, eliminating data silos, both inside and outside of the marketing function, continues to be a significant challenge. According to Forrester, some 72% of firms say managing data silos across multiple systems, technologies, and regions is moderately to extremely challenging.  But, what are data silos and how can marketers and CMOs avoid them? In this post, we explain what data silos are, how they have a negative effect on marketing, and how you can integrate data silos to ensure you are getting the most value out of your data.

Brands recognize that success in today’s data-driven world depends on better use of marketing insight. But as more and more aim to bring campaigns, reporting, and data management in-house, agencies face the growing need for reinvention. Keeping pace with rising demands and delivering enhanced value is going to mean upping their own data game.

Every data source or platform has its own way of labeling things so when it comes to combining data, creating a complete picture of even the basic things like total ad spend is really tough. To tackle this, marketers need to understand data transformation. But what is data transformation and why should marketers care?

A couple of weeks ago at Adweek’s Commerce Week in New York, Harriet Durnford Smith, CMO at Adverity sat down with Ranjan Roy, VP of Strategy at Adore Me to talk about the role that data plays in Adore Me’s ability to adapt to data deprecation in a pandemic. 

Whenever we meet a new client one of the first things we do is try and decide where on the marketing analytical maturity scale they sit. Where are they on their journey to becoming more data-driven?

Data storytelling is an essential skill for marketers. However, data storytelling within organizations, especially big ones, can be a challenge. Often insights can be overlooked because they have been communicated to the wrong people, in the wrong way, at the wrong time.

Data storytelling is the ability to communicate insights through data that lead to actions that will positively affect the business. As such, it is fast becoming an essential skill for almost anyone to have, including marketers.

Tags - those wonderful segments of code that give us so much. But, despite being so critical for collecting vital marketing data, too often marketing teams overlook the need for a robust website tagging strategy. Thus, to remedy this, here’s our quick guide to tag management best practices!

Today, tags are an essential part of the digital marketer's toolkit enabling us to track activity across a website and collect the data to gain a better understanding of how our campaigns are running or our website is performing. But what are marketing tags exactly and how are they used in digital marketing?

Data decentralization. While the industry understands this as a simple term, in reality, it is the sole reason for many organizations' headaches throughout their ever-increasing need to become digitally transformed.

Working in marketing, it’s likely you’ll have heard people talking about having a single source of truth over their data. In fact, one recent survey revealed some 61% of marketing departments aim to implement a single source of truth in the next 12 months. But what is a single source of truth, and why is having one so important to marketers?

While in the past, using first-party customer data seemed far too complicated to be a viable way of acquiring customers compared to cookie-based targeting, stringent privacy laws have seen the most analytically mature marketing forces shift their focus to investigate first-party targeting strategies more seriously. 

Handling dozens of ad campaigns on one platform is something any marketer can manage. But when you scale to hundreds of ad groups and thousands of ads, details that can make a difference easily slip by. This is where you need the help of machines.

According to Forrester’s annual survey, retention is creeping up the marketer’s list of priorities. We’ve all heard the stats about acquisition costing 10 times more than retention - but these are hardly new. 

With all the increasing buzz around artificial intelligence (AI) becoming more and more prevalent in the advertising and marketing world. But what does AI in marketing mean and how is it being used by marketers? In this post, we explore what benefits AI has for marketers as well as provide some real-life examples of how AI is currently being used within marketing.

Digital Marketing World Forum Global returned to London last weekend taking over the iconic Business Design Centre. Delegates enjoyed two days of expert-led sessions across five conference tracks covering topics from data-driven strategies to marketing predictions.

If you manage ad campaigns for a growing or a large business, reporting on those can be a real pain if you haven’t set your campaign naming right. Here’s a short guide on the dos and don’ts of naming conventions.

Data security and the protection of personal information has long been a hot topic in the marketing industry. With data protection regulations such as GDPR spearheading many changes to data management and information security in the EU and beyond, we’re answering the question: What is GDPR and why is it important?

The agency landscape is changing quickly, and there are several forces at play. Just a few years ago, marketing analytics was considered a signal of innovation, and an optional addition to the agency’s toolbox. What we’re seeing now is entire brands forming around this function, and they’re doing it well enough to compete with well-established names.  

Every business leader hopes to create and maintain a robust decision support system within their company, especially now in the “golden era” of data. However, even the most innovative companies struggle to reach the full potential of data-driven strategies.

You might have noticed that the term Data Lake has recently been replaced by Data Mesh in conversations about modern data stacks. But what does it mean and why is it important for marketers to know about it? Originally coined by Zhamak Dehghani, Director of Emerging Technologies at Thoughtworks, the term has grown in popularity over the past 2 years since its inception, to the point where it’s considered the modern way of making data accessible within organizations across all industries. Here we define the term Data Mesh and explain why marketers should care about it.

Insights without actions are useless. To give your business the best chance of success, you need to invest in the data skills your team needs to reap the competitive advantages of data. But, you don’t have to be Microsoft or Walmart to have sophisticated marketing analytics - this advanced technology is available to companies of every size, and using it should be a turning point to upskill current teams.

At #OMR22 we presented how Deutsche Bahn managed to enhance and future-proof reporting of performance campaigns by using our analytics platform.

Meet the team members expected to improve the way marketing teams operate, communicate with other teams, and deliver results needed for business growth.

Staying on top of events for marketers nowadays means they need to closely monitor a constantly growing number of platforms. But how can you identify the ones that will make a difference, or at least prevent you from getting into a tight spot?

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.

Marketing Mix Modeling is often touted as a potential solution to the increasing difficulty of multi-touch attribution. But what is it and how does it work?

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. 

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.

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.

At the moment everybody seems to be talking about the death of third-party cookies and multi-touch attribution. But what is attribution modeling and why are third-party cookies so important?

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.

Predictive Analytics. AI-powered analytics. Machine Learning. As artificial intelligence has grown more prevalent, these terms are often used interchangeably. So, what is the difference between them and why should marketers care? 

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.

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.