A/B or AB testing refers to testing two different versions of a page or a page element such as a heading, image or button. The alternatives are served alternately with the visitors to the page randomly split between the...
Data-driven marketing
Dave Chaffey
Lead scoring and grading
Lead scoring and lead grading are data-driven marketing techniques often used for high-value B2B marketing services that assess a person’s profile and behaviour to determine whether they have potential to become a...
Digital marketing goals
It’s important to have clarity on your goals for digital marketing as is the case with any business or marketing strategy. Whether you’re investing in digital media, digital experience, content, or marketing...
Data-driven marketing
Data-driven marketing describes a mindset or a culture of how insight is used within a business. It includes harnessing the many different formats of data that are available today including: Customer data including...
Digital marketing dashboard
Defining a dashboard to review the effectiveness of your digital marketing investments is essential if you want to use a data-driven marketing approach based on regular reviews and the test-learn-refine mindset. I...
Google Tag Manager and Tag Management Systems
Google Tag Manager is the most widely deployed tag management system in the world. It runs many millions of tags for sites all over the world including Google Analytics tags and many other applications. It’s likely you...
Growth hacking
The definition of Growth hacking on Wikipedia is the original and best in this case I think, let me know if you know the original source 🙂 It shows how it combines marketing and sales, but doesn’t emphasise new...
Data-driven marketing
The concept of Data-driven marketing highlights a focus on improving customer communications effectiveness through a combination of market research, data analytics and business intelligence. In my books, I define data...
Predictive analytics for marketing
It’s exciting to see the many opportunities for applying predictive analytics from applying machine learning to historical customer interaction data. Previously predictive analytics has mainly been limited to Business...