[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Faaron-dicks\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":212,"head_links":215,"breadcrumbs":200,"posts":219,"pages":195,"head":1515},"Aaron Dicks","","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":71,"page_content_modules":127,"hero":196},"Chief Technology Officer","\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[13,30,42,52,62],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},108,"98","2020-12-16 14:36:55","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":31,"link_text":41},{"ID":32,"post_author":33,"post_date":34,"post_date_gmt":34,"post_content":5,"post_title":35,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":36,"to_ping":5,"pinged":5,"post_modified":37,"post_modified_gmt":37,"post_content_filtered":5,"post_parent":38,"guid":39,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":40},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":43,"link_text":46},{"ID":44,"post_author":16,"post_date":45,"post_date_gmt":45,"post_content":5,"post_title":46,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":47,"to_ping":5,"pinged":5,"post_modified":48,"post_modified_gmt":48,"post_content_filtered":5,"post_parent":49,"guid":50,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":51},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":53,"link_text":61},{"ID":54,"post_author":16,"post_date":55,"post_date_gmt":55,"post_content":5,"post_title":56,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":57,"to_ping":5,"pinged":5,"post_modified":58,"post_modified_gmt":58,"post_content_filtered":5,"post_parent":25,"guid":59,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":60},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":63,"link_text":66},{"ID":64,"post_author":16,"post_date":65,"post_date_gmt":65,"post_content":5,"post_title":66,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":67,"to_ping":5,"pinged":5,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":5,"post_parent":25,"guid":69,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":70},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":5,"author":78,"description":5,"caption":5,"name":79,"status":80,"uploaded_to":25,"date":81,"modified":81,"menu_order":25,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[128],{"acf_fc_layout":129,"reduced":130,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":131,"posts":132},"author_posts",true,"Aaron Dicks’ posts",{"data":133,"pages":195},[134,148,159,167,174,185],{"type_key":135,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":145},"post","Customer Data Platforms Explained: A guide for marketers","\u003Cp>For any marketer, your customer data is one of the most prized possessions you can have. However, it is surprising how many marketers do nothing with that data. Either, they don’t know how to use that data or they don’t have the tools in over to fully leverage it. If this sounds like you, you […]\u003C\u002Fp>\n","\u002Fblog\u002Fcustomer-data-platforms-explained\u002F","2024-09-06T09:40:13",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fgoogle-deepmind-_HnJfS6WhA8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":144},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":147},"\u002Fblog\u002Fcategory\u002Fdata-engineering\u002F","Data Engineering",{"type_key":135,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":140,"image":153,"authors":154,"category":156},"Modern Measurement Series #6 – A deeper-dive into media mix modelling","\u003Cp>There’s a huge buzz around media measurement and marketing effectiveness in the industry right now, and for good reason. The phase-out of the third-party cookie presents advertisers with attribution challenges that not only make it more difficult to make strategic decisions but also to achieve stakeholder buy-in for marketing investment. To help you improve your […]\u003C\u002Fp>\n","\u002Fblog\u002Fmodern-measurement-series-6-a-deeper-dive-into-media-mix-modelling\u002F","2024-05-20T08:42:15","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[155],{"name":4,"image":144},{"to":157,"name":158},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":135,"title":160,"excerpt":150,"to":161,"postedAt":162,"readingTime":163,"image":153,"authors":164,"category":166},"Modern Measurement Series #4 – Demonstrating the value of brand media vs performance media","\u002Fblog\u002Fmodern-measurement-series-4-demonstrating-the-value-of-brand-media-vs-performance-media\u002F","2024-04-25T08:54:16",7,[165],{"name":4,"image":144},{"to":157,"name":158},{"type_key":135,"title":168,"excerpt":150,"to":169,"postedAt":170,"readingTime":163,"image":153,"authors":171,"category":173},"Modern Measurement Series #3 – The trio of attribution and contribution","\u002Fblog\u002Fmodern-measurement-series-3-the-trio-of-attribution-and-contribution\u002F","2024-04-19T11:05:10",[172],{"name":4,"image":144},{"to":157,"name":158},{"type_key":135,"title":175,"excerpt":150,"to":176,"postedAt":177,"readingTime":178,"image":153,"authors":179,"category":184},"Modern Measurement Series #2 – Privacy-first tracking solutions","\u002Fblog\u002Fmodern-measurement-series-privacy-first-tracking-solutions\u002F","2024-04-19T11:04:34",5,[180,181],{"name":4,"image":144},{"name":182,"image":183},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":157,"name":158},{"type_key":135,"title":186,"excerpt":187,"to":188,"postedAt":189,"readingTime":140,"image":190,"authors":191,"category":193},"The future of marketing technology is (and let’s face it, always has been) server-side","\u003Cp>As always, in the ever-evolving digital marketing landscape, staying ahead of the curve is essential. As technologies continue to advance, we are constantly seeking new tools and strategies to enhance their campaigns and drive better results. The rise in the use of cookies as user-level information stores, and the rise in JavaScript agencies and technologies […]\u003C\u002Fp>\n","\u002Fblog\u002Ffuture-marketing-technology-is-server-side\u002F","2026-09-09T15:41:59","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002Fjavier-allegue-barros-C7B-ExXpOIE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[192],{"name":4,"image":144},{"to":194,"name":46},"\u002Fblog\u002Fcategory\u002Fcro\u002F","15",{"type":197,"style":198,"title":199,"heading":4,"intro":11,"services":12,"breadcrumbs":200,"photo":89,"social":212},"author","dark","Meet the Team",[201,204,207,210],{"path":202,"name":203},"\u002F","Home",{"path":205,"name":206},"\u002Fabout\u002F","About Us",{"path":208,"name":209},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":211,"name":4},null,{"twitter":213,"linkedin":214},"https:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F",[216],{"rel":217,"href":218},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[220,551,743,914,1086,1315],{"id":221,"date":139,"date_gmt":139,"guid":222,"modified":139,"modified_gmt":139,"slug":224,"status":19,"type":135,"link":138,"title":225,"content":226,"excerpt":229,"author":230,"featured_media":231,"comment_status":20,"ping_status":20,"sticky":228,"template":5,"format":232,"meta":233,"categories":236,"collections":240,"coauthors":241,"class_list":242,"acf":252,"head_links":253,"breadcrumbs":254,"url_path":138,"search_description":235,"featured_image_urls":261,"authors":296,"type_nicename":313,"reading_minutes":140,"category":314,"yoast_title":234,"yoast_meta":320,"yoast_json_ld":374,"_links":501},29884,{"rendered":223},"\u002F?p=29884","customer-data-platforms-explained",{"rendered":136},{"rendered":227,"protected":228},"\n\u003Cp>For any marketer, your customer data is one of the most prized possessions you can have. However, it is surprising how many marketers do nothing with that data. Either, they don’t know how to use that data or they don’t have the tools in over to fully leverage it. If this sounds like you, you might be missing out on a wide range of benefits such as personalised marketing strategies, enhanced customer experiences, and ultimately driving your revenue further. To help solve this challenge, Customer Data Platforms (“CDP”) have been rising rapidly in popularity with marketers. A CDP is a powerful tool designed to unify customer data from various sources, providing a comprehensive view of customer interactions and enabling more informed marketing decisions.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-a-customer-data-platform-cdp\">What is a Customer Data Platform (CDP)?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-can-a-customer-data-platform-help-me\">How can a customer data platform help me?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-populate-your-cdp-with-customer-and-event-data\">How to populate your CDP with customer and event data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#activating-data-in-marketing-campaigns\">Activating Data in Marketing Campaigns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#comparison-between-cdp-dmp-crm-marketing-automation-platforms\">Comparison between CDP, DMP, CRM & Marketing Automation platforms\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#cdp-vs-marketing-automation\">CDP vs. Marketing Automation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#cdp-vs-dmp\">CDP vs. DMP\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#cdp-vs-crm\">CDP vs. CRM\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-customer-data-platform-cdp\">\u003Cstrong>What is a Customer Data Platform (CDP)?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A Customer Data Platform (CDP) is a data management system that centralises customer data from multiple sources into a single, unified customer database. Unlike traditional data management systems, CDPs are designed to collect, clean, and consolidate data – often in real-time – ensuring that every interaction is recorded accurately against the deduplicated record for that customer. This unified view empowers marketers with advanced capabilities for segmentation, personalisation, and analytics.\u003C\u002Fp>\n\n\n\n\u003Cp>The concept of CDPs emerged to address the challenges of managing complex and diverse customer data across different platforms. As the world became increasingly \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-impact-of-digital-maturity-on-your-marketing-performance\u002F\">digital-first\u003C\u002Fa>, traditional systems like Customer Relationship Management (CRM) and Data Management Platforms (DMP) struggled with data silos and lacked agility. Modern CDPs offer a marketer-friendly solution by integrating data seamlessly and providing a unified view of customers across these digital platforms as well as those elsewhere inside the business, including your website, service platforms, ERPs and more. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-can-a-customer-data-platform-help-me\">\u003Cstrong>How can a customer data platform help me?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>CDPs serve several key purposes essential for modern marketing strategies:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Data unification\u003C\u002Fstrong>: Consolidating data from diverse sources such as websites, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fapp-analytics\u002F\">mobile apps\u003C\u002Fa>, CRMs, and offline events and purchases to create a holistic view of each customer.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Real-time data processing\u003C\u002Fstrong>: Processing data as it is collected to enable immediate updates to customer profiles and real-time personalisation of marketing efforts.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Enhanced segmentation and targeting\u003C\u002Fstrong>: Creating precise customer segments based on unified data, improving the relevance and effectiveness of marketing campaign executions.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Personalisation at scale\u003C\u002Fstrong>: Delivering tailored marketing messages and experiences across multiple channels to enhance customer engagement and loyalty.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Improved customer insights\u003C\u002Fstrong>: Providing a deeper understanding of customer behaviour and preferences through comprehensive data analysis.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Traditional data management tools often result in fragmented data across different departments and platforms, hindering a unified view of customers. CDPs resolve this issue by integrating data from all sources into a single platform, eliminating data silos. This means a single customer view can be achieved and the rich data within can be used for insights, analysis, segmentation and marketing activation. \u003C\u002Fp>\n\n\n\n\u003Cp>Not all equivalent systems come with robust analytics capabilities needed to derive actionable insights from customer data, but typically CDPs offer abilities to dashboard and report on both behavioural analytics of customer actions, as well as cohort analysis of their attributes. These insights are then often actionable in 1:1 personalised experiences, across connected websites, apps and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fmarketing-automation\u002F\">marketing automation\u003C\u002Fa> platforms. \u003C\u002Fp>\n\n\n\n\u003Cp>Without a unified view of customers, delivering consistent and personalised experiences across various channels becomes challenging; for example recommendation engines across a website and then separately running in email. CDPs ensure that all customer interactions are informed by the same data, enhancing overall customer experience coherence. \u003C\u002Fp>\n\n\n\n\u003Cp>With data privacy regulations such as GDPR and CCPA becoming stricter, ensuring compliance with these laws is critical. CDPs offer robust data governance features and compliance tools to safeguard customer data and meet regulatory requirements in an auditable way. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-populate-your-cdp-with-customer-and-event-data\">\u003Cstrong>How to populate your CDP with customer and event data\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>CDPs integrate seamlessly with various data sources including websites, mobile apps, CRM systems, email platforms, and offline channels like in-store point-of-sale systems. This integration ensures continuous flow of data into the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmodern-data-stack\u002F\">CDP\u003C\u002Fa> in real-time, which can then effectively build a robust customer  record. \u003C\u002Fp>\n\n\n\n\u003Cp>Utilising APIs, SDKs, scheduled data file imports and other tools, Customer Data Platforms collect customer data as purchases, events and service conversations occur, ensuring that customer profiles are always up-to-date with the latest information. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, typically based on hard identifiers (i.e. an email address) and soft identifiers (i.e. a browser cookie) these records can then be deduplicated to maintain accuracy in the data despite the numerous inputs. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"activating-data-in-marketing-campaigns\">\u003Cstrong>Activating Data in Marketing Campaigns\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Personalised messaging\u003C\u002Fstrong>: Using unified customer profiles, marketers create personalised messages tailored to individual preferences and behaviours, enhancing engagement and conversion rates across channels. This can be based on actual customer attributes (1-1) or their cohort or segment membership (1-many). \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Dynamic segmentation\u003C\u002Fstrong>: CDPs enable dynamic creation and modification of customer segments based on real-time data, ensuring targeted and relevant marketing campaigns. These can sync with third-party platforms and remain up-to-date and refreshed 24\u002F7, saving time and reducing the time before data can be reactivated in marketing campaigns. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Cross-channel orchestration\u003C\u002Fstrong>: Orchestrating marketing efforts across multiple channels such as email, social media, and websites, ensures consistent and cohesive customer experiences throughout their journey. CDPs can fulfil a central role in cleaning, managing and synchronising customer data, compliantly with all appropriate third parties. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Predictive analytics\u003C\u002Fstrong>: Leveraging predictive analytics capabilities, CDPs forecast future customer behaviours and preferences, enabling proactive marketing strategies and personalised recommendations. This can extend to predictive lifetime value modelling depending on the data captured. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>A\u002FB testing and optimisation\u003C\u002Fstrong>: Facilitating A\u002FB testing of different campaign elements on segmented customer groups, CDPs analyse results to optimise marketing strategies for improved performance and ROI. A\u002FB testing with known audiences ensures you can derive further insights from your customers based on their value to you. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"comparison-between-cdp-dmp-crm-marketing-automation-platforms\">\u003Cstrong>Comparison between CDP, DMP, CRM & Marketing Automation platforms\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Finally – you may be thinking you are already invested with a number of platforms and this may create duplication of features. If that’s the case then perhaps a martech review is an appropriate next step. Many Martech platforms indeed offer overlapping features, particularly with marketing automation vendors. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"cdp-vs-marketing-automation\">\u003Cstrong>CDP vs. Marketing Automation\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>A marketing automation platform and a customer data platform serve distinct roles within a martech stack. Marketing Automation platforms handle triggered activities, such as email campaigns, social media posting, and lead nurturing, streamlining workflows to enhance efficiency and consistency. CDPs are focussed more on the customer data and the analysis and activation thereafter. Some CDPs offer similar features and functionality, so it is a good idea to check the benefits of the vendors to ensure you are considering a platform which can do both. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"cdp-vs-dmp\">\u003Cstrong>CDP vs. DMP\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>While both CDPs and Data Management Platforms (DMPs) handle customer data, they serve different purposes. CDPs focus on unifying first-party customer data for personalised marketing, whereas DMPs manage third-party data for targeted advertising across channels.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"cdp-vs-crm\">\u003Cstrong>CDP vs. CRM\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcrm\u002F\">Customer Relationship Management\u003C\u002Fa> (CRM) systems primarily manage customer interactions and relationships, focusing on sales and service. CDPs, in contrast, consolidate data from multiple sources to provide a holistic view of the customer, enabling more sophisticated marketing strategies and real-time personalisation. Some CRMs offer functionalities in which they can also consume additional customer data to power a single customer view, so again it is worth giving vendor selection due consideration. There are many examples where the two types of platforms co-exist, and there are other situations where only one is really necessary.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ff0sKYLsk-Measurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27925\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,{"rendered":137,"protected":228},1,29899,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":234,"_yoast_wpseo_metadesc":235,"inline_featured_image":228,"footnotes":5},"Customer Data Platforms Explained: A guide for marketers | Impression","Explore our essential guide to Customer Data Platforms (CDPs) for marketers. 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The phase-out of the third-party cookie presents advertisers with attribution challenges that not only make it more difficult to make strategic decisions but also to achieve stakeholder buy-in for marketing investment. \u003C\u002Fp>\n\n\n\n\u003Cp>To help you improve your knowledge of the modern measurement landscape and understand the best solutions to embrace user privacy without hindering marketing performance, Impression has launched a series of short videos. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Watch the full series \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimpressions-modern-measurement-series\u002F\">here\u003C\u002Fa> and gain insights into: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The current technology and privacy headwinds challenging digital attribution \u003C\u002Fli>\n\n\n\n\u003Cli>How to respect user privacy online and implement compliant solutions \u003C\u002Fli>\n\n\n\n\u003Cli>How to more accurately measure the impact of your efforts through different solutions e.g. multi-touch attribution, incrementality testing and media mix modelling \u003C\u002Fli>\n\n\n\n\u003Cli>How to communicate the value of marketing measurement to key stakeholders \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>In part six, Technology Director, Aaron Dicks and \u003Cstrong>Media Effectiveness Executive, \u003C\u002Fstrong>Jake Piekarski explore: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The importance of media mix modelling \u003C\u002Fli>\n\n\n\n\u003Cli>The benefits of a bespoke approach\u003C\u002Fli>\n\n\n\n\u003Cli>What a brand should look out for in a well-run media mix model\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>See the transcript of the video below the recording.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Impression's Modern Measurement Series: A deeper dive into media mix modelling\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FYlNv-eEy9dg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks: \u003C\u002Fstrong>Why is Media Mix Modeling so important?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski:\u003C\u002Fstrong> Well, first of all, it provides a holistic view of a particular client’s media mix and the outputs it can give us allow us to make data-driven decisions. So, for instance, one of the key outputs is the budget scenario, the budget optimiser, which shows you where certain channels can grow and where’s best to spend your money if you’re going to optimise these KPIs and ROAS.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks: \u003C\u002Fstrong>I know certainly when we’re talking about the sort of the benefits of the outputs and the benefits of our methodology, one of the most interesting aspects is the ability for these models to take into account the delayed effects of advertising. Could you talk a little bit about how we do that?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski: \u003C\u002Fstrong>Yeah, so it’s very important to take into account the delayed effects of advertising, purely because a consumer won’t necessarily act or do anything, or even see your advertising immediately. They might a few days after launch, so being able to provide or estimate the contribution over a large stretch of time as opposed to immediately is very important. The way in which we do that is using the model alone we’ll use a transform on the metric that we’re using to describe this channel. Using the model alone, that’s only theoretical, it’s based on associations and correlations. The other side to media effectiveness is incrementality testing and the way we can infer ad stock through that is by determining the point at which the interval leaves zero for whatever we’re measuring. When that happens, we know that’s roughly how long it’s taken to see the effects of this advertising and we feed that causal result into the model, which allows us to provide a suitable, acceptable estimate. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks: \u003C\u002Fstrong>I wanted to talk to you a little bit about data quality because I know data quality and certainly the data requirements of the model can have some impact on that level of uncertainty in the outputs. Can you talk me through what sort of data is required and maybe any particular issues we may see frequently?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski:\u003C\u002Fstrong> Data quality is really important in Media Mix Modeling and media effectiveness as a whole because what we’re measuring is dependent on data and historical trends and associations over time. So if we’ve got missing data or data that’s not clean or formatted the right way then that could really sway the conclusions and the results of the model in a way that we wouldn’t necessarily want it to. Data quantity is something we look at a lot, it’s quite important when conducting or building a Media Mix Model. We want to generate insights in the long term and if we haven’t got enough data, it really struggles to pick up the seasonality and the trends that are going on within the dataset.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks: \u003C\u002Fstrong>How much data look-back are we talking about here?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski: \u003C\u002Fstrong>Roughly 2 to 3 years, there’s no exact right figure. Usually, the longer you’ve got, the better. Conversely, if you have too much data, you’ll be capturing trends from a very long time ago and assuming that they may continue in the future. So a healthy in-between is roughly 2 to 3 years, that’s what I would recommend.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks: \u003C\u002Fstrong>What are some of the interesting data points we can feed into a Media Mix Mode? I guess we’d call them context.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski: \u003C\u002Fstrong>Context variables will refer to things that aren’t direct marketing activity.\u003C\u002Fp>\n\n\n\n\u003Cp>So that includes variables such as a general trend, measuring if there’s an increase or decrease in trend, and seasonality. We can also take into account the average order value to see how your sales are evolving over time. My personal favourite is comparing the market value, so if we’ve got the market value of your particular product and we have the price of the client’s product and we divide one by the other, whenever that goes larger than one, the client will be selling the product more expensive, so you should expect a drop because consumers will go elsewhere and vice versa for the other way around.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks: \u003C\u002Fstrong>I know certainly when we’ve been talking in the team, there’s challenges\u003C\u002Fp>\n\n\n\n\u003Cp>around certain datasets giving the right amount of signal, because ultimately we are comparing\u003C\u002Fp>\n\n\n\n\u003Cp>cause and effect and correlating those two things with our delayed effects over time.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski: \u003C\u002Fstrong>One thing we encounter a lot is multicollinearity. What that is, that’s when two channels that we’re not measuring, so these are the independent variable channels, have correlated themselves. When that happens, the results could be thrown off and swayed in a way we wouldn’t want them to. To go about fixing that, we usually conduct, we call it Model-On-Model, which is essentially building a model that predicts how one channel affects the other. We feed that into our current model and it’s all accounted for like that. But in the absence of that, you would lead to inaccurate contributions and possibly model overfitting. That occurs where the model measures the noise as opposed to frequency. So it’s too good of a fit to the point where it doesn’t paint the right picture.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> What are the benefits you see in our approach? Both the type of statistics and the bespoke approach?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski:\u003C\u002Fstrong> Our approach is generally a lot more flexible. I think because we have relationships with clients across various different markets, applying a one-model-fits-all won’t capture and account for the specific business needs of various clients. Conducting Media Mix Modeling the way we do, where we can account for these prior to building the model, is important.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks: \u003C\u002Fstrong>What should a brand be looking out for then, in a well-run, well-conducted Media Mixed Model?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Jake Piekarski: \u003C\u002Fstrong>Really good quality data, clean data as well. Incrementality Testing. Media\u003C\u002Fp>\n\n\n\n\u003Cp>Mix Model alone isn’t going to explain the causation, so we need testing to back the model up.\u003C\u002Fp>\n\n\n\n\u003Cp>Then also Hold Out testing, so once the models fitted over a long period of time, comparing the difference between your results and what actually happened.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Ffigure>\n",{"rendered":150,"protected":228},27684,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":563,"inline_featured_image":228,"footnotes":5},"Watch Impression's new video series about the modern measurement landscape. 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a huge buzz around media measurement and marketing effectiveness in the industry right now, and for good reason. The phase-out of the third-party cookie presents advertisers with attribution challenges that not only make it more difficult to make strategic decisions but also to achieve stakeholder buy-in for marketing investment. \u003C\u002Fp>\n\n\n\n\u003Cp>To help you improve your knowledge of the modern measurement landscape and understand the best solutions to embrace user privacy without hindering marketing performance, Impression has launched a series of short videos. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Watch the full series \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimpressions-modern-measurement-series\u002F\">here\u003C\u002Fa> and gain insights into: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The current technology and privacy headwinds challenging digital attribution \u003C\u002Fli>\n\n\n\n\u003Cli>How to respect user privacy online and implement compliant solutions \u003C\u002Fli>\n\n\n\n\u003Cli>How to more accurately measure the impact of your efforts through different solutions e.g. multi-touch attribution, incrementality testing and media mix modelling \u003C\u002Fli>\n\n\n\n\u003Cli>How to communicate the value of marketing measurement to key stakeholders \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>In part four, Technology Director, Aaron Dicks and \u003Cstrong>Strategy Director, Claire Elsworth\u003C\u002Fstrong> explore: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How to generate more demand for your brand and overcome the performance plateau \u003C\u002Fli>\n\n\n\n\u003Cli>How to adopt a holistic approach to measure the success of your generation and conversion of demand\u003C\u002Fli>\n\n\n\n\u003Cli>How to use insights to deliver a full-funnel brand-led solution\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>See the transcript of the video below the recording.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Impression's Modern Measurement Series: Demonstrating the value of brand media vs performance media\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FflCPAunTZPc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> So far then in this series, we’ve been talking about some of the technological changes for measuring attribution in the modern world. We’ve also been looking at how we can start to model contribution. Historically, when we’ve talked quite a lot about digital attribution and digital marketing, in many of the activities we’ve been doing we’ve been looking to drive efficiency. The core challenge of driving efficiency is that typically, activity like brand gets overlooked. So what are you seeing with our clients and in the wider industry at the moment?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth:\u003C\u002Fstrong> I think two of the biggest conversation topics at the moment in the industry I think two of the biggest conversation topics at the moment in the industry are hesitation towards brand-focused strategies or balanced brand and performance strategies. The other side of that coin is the performance plateau, so those two things are linked. \u003C\u002Fp>\n\n\n\n\u003Cp>The performance plateau is when typically scale-ups, although it does apply to other types of businesses as well, have enjoyed a high-demand category and have converted that demand with what we would call traditional performance-focused activities or strategies e.g. social and search would be the most recognisable tactics here. When scale-ups launch into the market, they’ve usually done so because they’re answering for a consumer need that isn’t being answered somewhere else so there’s often quite high demand that they can convert efficiently. Now what happens is once they’ve started converting more of that demand efficiently, competitors start getting wind of this consumer demand, they come into the market, more of that demand is being answered, there’s less demand to convert and thus their performance-focused approach starts getting less efficient because it’s harder to find those consumers to convert. That’s the performance plateau. Your performance media rockets up in efficiency and then starts to tail off. Then what do you do? Then it’s about switching to a more brand-focused approach, and that’s because you need to grow demand again, right? So where there was demand existing, there isn’t anymore, you’ve got to find some way of growing that demand.\u003C\u002Fp>\n\n\n\n\u003Cp>The problem that we typically see with brands who are faced with this quandary, is that they try and measure the brand activity in the same way that they’re measuring the performance. Performance is a sort of a quick, almost immediate efficiency play. The demand is there and you’re converting it. Brand is going to take a bit more time. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> And it’s a lot harder, isn’t it, to sort of generate and then capture that demand as well, you’re almost having to do a couple of jobs over a longer period of time. I think that’s where some of the modelling really starts to unlock that, particularly for, as you say, those scale-ups, the mid-market, that you know, historically haven’t had access to a lot of this data before. In the market right now, some of the solutions available are helping businesses understand the lag between that above-the-line exposure through to when that second interaction, the purchase or whatever happens. I think looking at that lag effect is also quite an important topic as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth\u003C\u002Fstrong>: Exactly, and that’s where a contribution-focused approach to effectiveness is going to end up being much more valuable than just simple attribution. And I know attribution isn’t simple, but attribution, again, has historically been based around the concept that ‘this channel drove this short-term effect’ whereas when we’re looking at increasing demand, what you might call a full-funnel or full journey approach to both growing and converting demand, you actually start looking at the total holistic contribution of your holistic strategy. It’s not about “this drove this”, it’s about your total strategy and how those individual channels are contributing to the success of your generation and conversion of demand. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> That’s going to make it a lot easier, I guess then, for CMOs and CFOs to jump in on more activity, like video or display right through to digital out-of-home and traditional out-of-home\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth\u003C\u002Fstrong>: Yeah, and I think the important thing is to remember that they’re not in silo so brand and performance are not these separate disciplines, it’s part of one strategic thought. Critically, I think when marketing teams are determining the right time to start switching gears into a bit more of a brand-focused approach, you’ve got to understand how much demand there is in the market, how able you are to convert that demand, we might call that availability, and then looking at those two things together, are we able to continue efficiently converting demand? Is there enough in there and are we good enough at converting it? \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks\u003C\u002Fstrong>: I think the measurement part can play a huge part there in particular, especially for demand harvesting activity. We’re able to look at where you are in that efficiency curve, on the saturation curve, where are your diminishing marginal returns on that demand harvesting activity when you’re approaching the point of efficiency on that curve. That’s actually when you need to really consider changing your strategy so that you are able to create that demand as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth\u003C\u002Fstrong>: Yeah, yeah, totally. It’s about understanding it in the round as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> A lot of measurement solutions, be it direct digital attribution or more sort of contribution modelling that you might get through econometrics such as media-mix-modelling, obviously a lot of this looks backwards. How does a brand wrestle with the fact that data from the past is giving them insights that X campaign or platform has generated a certain return for them? How does a brand take that insight and then end up later delivering a full-funnel brand-led strategy?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth:\u003C\u002Fstrong> We use a methodology called Growth Dynamics, which maps the level of demand versus your ability as a brand to convert that demand. It’s based on competitor activity as well as what we can see about consumer behaviour and in-market demand. All of that is based on either a moment in time or a historical view. We can’t predict the future, of course, but we can be pretty confident in how we use that data to understand how the market might shift over the next three, six, twelve months. A brand looking at its Growth Dynamics should confidently be able to say that based on what is happening in the market with its competitors, with customer behaviour and the existing demand, the right thing for this brand to cut through and deliver efficiently is ‘this’. 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a huge buzz around media measurement and marketing effectiveness in the industry right now, and for good reason. The phase-out of the third-party cookie presents advertisers with attribution challenges that not only make it more difficult to make strategic decisions but also to achieve stakeholder buy-in for marketing investment. \u003C\u002Fp>\n\n\n\n\u003Cp>To help you improve your knowledge of the modern measurement landscape and understand the best solutions to embrace user privacy without hindering marketing performance, Impression has launched a series of short videos. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Watch the full series \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimpressions-modern-measurement-series\u002F\">here\u003C\u002Fa> and gain insights into: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The current technology and privacy headwinds challenging digital attribution \u003C\u002Fli>\n\n\n\n\u003Cli>How to respect user privacy online and implement compliant solutions \u003C\u002Fli>\n\n\n\n\u003Cli>How to more accurately measure the impact of your efforts through different solutions e.g. multi-touch attribution, incrementality testing and media mix modelling \u003C\u002Fli>\n\n\n\n\u003Cli>How to communicate the value of marketing measurement to key stakeholders \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\n\u003Cp>In part three, Technology Director, Aaron Dicks and Head of Paid Media Performance, Nick Handley introduce the trio of attribution and contribution: multi-touch attribution, incrementally testing and media-mix modelling.\u003C\u002Fp>\n\n\n\n\u003Cp>See the transcript of the video below the recording.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Impression's Modern Measurement Series: The trio of attribution and contribution\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fk5lg7gpstpI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> So we’re seeing a lot within the media landscape, and when we’re speaking to clients, things are changing. I think probably one of the big ones we are seeing is a lot of change to how we measure media. I think it would be actually quite nice to tell people what is our approach?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> Yeah, well, you’re right, there’s a lot going on. As we see it, there’s a trio of attribution and contribution work that can be done and the outputs of all of those are then insights really, that can be used in the strategy. The first of that trio is enriching your multi-touch attribution with privacy-safe, privacy-compliant information – that can come from a few different sources, particularly using the consent management platform properly, certainly something that people have got away with for a long time, but 2024 is going to ensure that that’s used properly. Enriching data, perhaps through server-side tagging or offline imports and using the enhanced match as well, where we can fill some of those attribution gaps between the standard click-based attribution we’re all used to but for users or perhaps transactions where they’re not tracked in that same way, later closing that conversion loop.\u003C\u002Fp>\n\n\n\n\u003Cp>It makes our multi-touch, data-driven attribution a lot more effective and efficient. That’s the first part and day-to-day platform activation teams are going to benefit from that quite a lot. The second piece of that puzzle really is incrementality testing. What we do here, is measure the causal lift that a piece of activity has which allows us to circumnavigate digital attribution where perhaps you see two or three platforms getting credit for that sale. We can pull back the cover on that and understand what cause and effect has taken place so we can credit channels more appropriately.\u003C\u002Fp>\n\n\n\n\u003Cp>The third piece in that puzzle is Media Mix Modeling. So with Media Mix Modeling, we take into account all of the inputs and all of the outputs, which are usually revenue and use statistical modelling, to tell the story of what happened in between. The benefit here is that we essentially don’t use any digital attribution whatsoever, and we let the data with some inputs and some modelling choices along the way, tell that story. That allows us to capture the long-term effects of different types of advertising. We can consider different contextual externalities as well, so the implications of pricing, competitor activity, and even holidays in the country where the modelling is taking place. Together, this gives us a really well-rounded view, a set of insights that can be used tactically on a daily basis. \u003C\u002Fp>\n\n\n\n\u003Cp>We can still use multi-touch attribution for comparing the efficiency of one campaign versus another, they exist in the same sort of sphere. But then we can also use incrementality testing to reinforce our modelling process and off the back of our modelling process, we can use the outputs and the uncertainties that are produced for us to create new incrementality test as well so that it becomes a self-reinforcing, constantly improving model that explains what has happened. That’s really key as well, just to mention, is that this provides such an array of insight, but it does look backwards.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> So how do we make this a bit more tangible for people?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks\u003C\u002Fstrong>: Each of these pieces of activity are going to give us a different level of insight, some of those are going to carry forward into other pieces of activity. Some of the outputs from all of this work is that we can more accurately monitor and apply bids, basically to the lifetime\u003C\u002Fp>\n\n\n\n\u003Cp>value of customers. That’s really important on the digital attribution side of things, because we want to find more customers who look like those who have a lifetime value, a higher purchase rate.\u003C\u002Fp>\n\n\n\n\u003Cp>The incrementality tests are going to prove or disprove hypotheses we may have around activating new channels, activating different campaigns, or trialing different levels of spend, be that right down to zero or maybe increasing spend on a particular activity.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ll be able to understand some of the saturation that we’re getting from some of those channels and be able to look at that point estimate of the ROAS of that activity. The outputs from the Media Mix Modeling I think are perhaps some of the most exciting, certainly some mid-market companies may not have discovered this until perhaps in the last 12 months or so. Some of those key outputs, which I think are really interesting for teams, would relate to de-duplicating ROAS or being able to look at different media mixes. I guess that’s covered quite a few of the outputs and the insights that this sort of work can generate but iin terms of how you’re seeing this within activation teams and speaking with clients, how are some of these insights helping you?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> We’re seeing a lot of clients calling out for more understanding of where their conversions are coming from. We’re finding that people care a lot more about both their brand and performance activity and being able to tie it back to a single point of truth or one that is less ambiguous in nature. \u003C\u002Fp>\n\n\n\n\u003Cp>We’re finding that clients want de-duped data and they want to understand where the conversion really does come from. When we are implementing things like MMM, we are seeing clients grow and have a better understanding of their media mix. \u003C\u002Fp>\n\n\n\n\u003Cp>For us, it’s really important that we’re able to allocate a budget a lot more effectively. Seeing what channels are contributing is not just great for us, but great for the clients themselves – brands are able to accurately measure and put their budget where they can grow. \u003C\u002Fp>\n\n\n\n\u003Cp>Lastly, probably one we get asked quite a lot is, ‘why can’t we just use an out the box solution?’ Ultimately, you can, but it wouldn’t be something that we would recommend. A lot of out-the-box solutions use AI to fill in blanks and that doesn’t give us much more meaningful data or insight into how we should look at budgets. It’s essentially creating a false artificial variant that we don’t really want to follow. Using our own MMMs allows us to manipulate that data, but also be able to give client output in a lot better and easier-to-read way. It also just helps us work closely with clients with a story that we tell which helps them educate internal stakeholders.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> That’s how, I think you touch on there, essentially why we do bespoke Media Mix Models. It’s because the transparent nature of that is that you can’t hide from the data. Any prior information that’s used to actually shape them, comes from tests. And you know, fundamentally those inputs and outputs are then entirely transparent. A black box solution may or may not give you the story but through a bespoke solution, we can take into account all of the externalities that might be affecting that business, that other solutions may not be nuanced enough to handle, and we do it in that transparent way as well. I think it really helps, as you say, with the storytelling as well. Ultimately, these things are just models. They’re a good explanation of what’s happened or might have happened, but they need to be taken as insight and the strategy needs to be built around them as well.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Ffigure>\n",{"rendered":150,"protected":228},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":925,"inline_featured_image":228,"footnotes":5},"Watch Impression's new video series about the modern measurement landscape. Episode three covers multi-touch attribution, incrementally testing and media-mix 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Measurement Series #3 - The trio of attribution and contribution - 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a huge buzz around media measurement and marketing effectiveness in the industry right now, and for good reason. The phase-out of the third-party cookie presents advertisers with attribution challenges that not only make it more difficult to make strategic decisions but also to achieve stakeholder buy-in for marketing investment. \u003C\u002Fp>\n\n\n\n\u003Cp>To help you improve your knowledge of the modern measurement landscape and understand the best solutions to embrace user privacy without hindering marketing performance, Impression has launched a series of short videos. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Watch the full series \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimpressions-modern-measurement-series\u002F\">here\u003C\u002Fa> and gain insights into: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The current technology and privacy headwinds challenging digital attribution \u003C\u002Fli>\n\n\n\n\u003Cli>How to respect user privacy online and implement compliant solutions \u003C\u002Fli>\n\n\n\n\u003Cli>How to more accurately measure the impact of your efforts through different solutions e.g. multi-touch attribution, incrementality testing and media mix modelling \u003C\u002Fli>\n\n\n\n\u003Cli>How to communicate the value of marketing measurement to key stakeholders \n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>In part two, Technology Director, Aaron Dicks and Head of Media Solutions, Harry Brace explore: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Recent changes in privacy laws and the impact on the data landscape\u003C\u002Fli>\n\n\n\n\u003Cli>Consent management and tools to maintain quality data gathering \u003C\u002Fli>\n\n\n\n\u003Cli>The benefits of moving to server-side tracking \u003C\u002Fli>\n\n\n\n\u003Cli>How accessing better data can drive greater high-value conversions\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>See the transcript of the video below the recording.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Impression's Modern Measurement Series: Privacy-first tracking solutions\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F0uhmAtNA4sw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> There are a lot of changes coming our way at the moment as marketers, that are impacting both of our roles, across marketing technology, attribution and data science. Maybe we can dive through a few of those right now. Let’s kick it off and look at the marketing technology side of things. What’s happening there?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Harry Brace:\u003C\u002Fstrong> As privacy laws have developed over the years, we’re constantly trying to find ways to maintain the quality of data that we have, whilst also maintaining privacy considerations of the users and maintaining what their preferences are. One of the bigger changes that have happened in recent times is the Digital Markets Act. They released a list of what they consider their gatekeeper organisations, which to no one’s surprise, are the big companies. They’ve been releasing solutions to try and be compliant with this new legislation, like different bits of tech that will help improve the data quality, whilst maintaining privacy. One of the key ones that a lot of people may have heard of is Consent Mode. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> So with regards to these changes then, what is it that a business or brand right now, can do to stay on the right side of handling that data compliantly? \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Harry Brace:\u003C\u002Fstrong> One of the probably most obvious things to do is to use a Consent Management Platform or CMP as they’re known. Most people would have seen these as they’re browsing the web, it’s those pop-ups that appear and ask do you consent to cookies? What cookies do you consent to? One thing that I think is key to check as a business is whether or not what you have in place is actually functional. You’d be surprised by the amount of Consent Management Platforms that are implemented but not actually doing what they should do in the background. Check with your developers, and make sure that what’s in place is actually functioning and it’s actually listening to what users consent to.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks\u003C\u002Fstrong>: So looking at the Consent Management Platform is a great way, I guess, of tackling that sort of head-on headwind around dealing with consent and marketing consent in this case for that data. That’s going to have an impact on data quality and I know there are a few different pieces of technology we can use to enhance that information and make sure we’re still providing some information to the ad platforms and go one step further and make sure we’re plugging those gaps as well. Maybe you can talk around a few of those options?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Harry Brace:\u003C\u002Fstrong> By not having various different JavaScript libraries and just collecting the data that they see fit, you can control exactly what data is collected on your site to your server-side container, and you can redact any information that you consider private and that shouldn’t be sent to the platforms. Obviously, this is fundamentally controlled by whether or not the user had consented to tracking in the first place, and if that’s the case, then obviously the rest of this can happen. \u003C\u002Fp>\n\n\n\n\u003Cp>One of the biggest ways to improve data quality is to start moving towards more of a server-side tracking environment. It has a ton of benefits, first of all, you have much more control over your data instead of having various JavaScript libraries, client-side, just collecting what data they see fit, you control exactly what is sent to the platforms, and then pass on to the actual advertising platforms. One of the other key benefits is that because you’re removing all of that JavaScript bloat, you’re inherently making your site faster, you’re removing a lot of the unneeded code, essentially. These server-side containers tend to point to, or at least we recommend pointing them to a first-party domain, which means that your cookies that are getting set are in a first-party context, which means they’ll last longer and give you better data when it comes to tracking things like conversions. \u003C\u002Fp>\n\n\n\n\u003Cp>Another benefit of having server-side tracking setup is that you can connect to other platforms.  Another platform might be your CRM, especially if you’re a lead-gen business, you might have a longer conversion funnel when a lead becomes a customer. You can send conversion data that’s not just from an initial lead, you can send qualified leads or any sort of step within your funnel that you think would benefit from being tracked. You can send that through to your server-side container and then pass that on to the marketing platforms. Then again in turn, you can optimise towards those high leads, so you can really start to close that conversion loop and start optimising to better quality leads, essentially.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":150,"protected":228},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1097,"_yoast_wpseo_metadesc":5,"inline_featured_image":228,"footnotes":5},"Privacy-first tracking solutions - Modern Measurement Series #2 | Impression",[239],[],[15,1101],120,[1103,135,244,245,246,247,248,251],"post-27760",[],[],[1107,1108,1109,1110],{"path":202,"name":203},{"path":257,"name":258},{"path":157,"name":158},{"path":211,"name":175},"There’s a huge buzz around media measurement and marketing effectiveness in the industry right now, and for good reason. The phase-out of the third-party cookie presents advertisers with attribution challenges that not only make it more difficult to make strategic decisions but also to achieve stakeholder buy-in for marketing investment. To help you improve your 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Head of Solutions","I'm the Director, Head of Solutions at Impression. 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ast_json_ld":1425,"_links":1478},27587,"2024-03-15T09:53:41",{"rendered":1319},"\u002F?p=27587","future-marketing-technology-is-server-side",{"rendered":186},{"rendered":1323,"protected":228},"\n\u003Cp>As always, in the ever-evolving digital marketing landscape, staying ahead of the curve is essential. As technologies continue to advance, we are constantly seeking new tools and strategies to enhance their campaigns and drive better results. \u003C\u002Fp>\n\n\n\n\u003Cp>The rise in the use of cookies as user-level information stores, and the rise in \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fjavascript-website-seo\u002F\">JavaScript agencies\u003C\u002Fa>\u003C\u002Fstrong> and technologies have both contributed to an overwhelming number of client-side tracking, analysis and optimisation platforms. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>But now, in 2024, with the technological and privacy headwinds against these practices, a return to server-side technologies is the recurrent theme in our thinking. In this post, I’ll dive into just three examples of how marketing technology is migrating away from the client-side (JavaScript execution), towards the server. Read more to see the benefits of the approach below!\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-robustness-of-server-side-third-party-ad-tech-tag-management\">The robustness of server-side third-party ad-tech tag management\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#server-side-edge-seo-testing\">Server-side, Edge SEO Testing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#stateless-conversion-rate-optimisation-without-the-flicker\">Stateless conversion rate optimisation without the flicker\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#are-you-planning-to-go-server-side\">Are you planning to go server-side?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-robustness-of-server-side-third-party-ad-tech-tag-management\">\u003Cstrong>The robustness of server-side third-party ad-tech tag management\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While client-side tag management solutions have traditionally been more prevalent, since their proliferation in 2011-2012. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fserver-side-tagging-gtm\u002F\">Server-side tag managers\u003C\u002Fa> aren’t new (there is a theme here!) but have recently gotten a lot of attention and usage due to the challenges posed by modern browsers and mobile devices on user-level tracking. By processing tags on the server rather than in the user’s browser, server-side tag managers improve website performance, enhance data security, and ensure consistent tag firing across different devices and browsers.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the key benefits of server-side tag managers is their ability to mitigate issues related to ad blockers and privacy regulations. With more users deploying ad blockers to limit tracking and data collection, client-side tags are often blocked, resulting in incomplete data and inaccurate analytics. Server-side tag managers circumvent this problem by executing tags on the server, mitigating the issues caused to marketers by ad blockers and ensuring that valuable data continues to flow uninterrupted. \u003C\u002Fp>\n\n\n\n\u003Cp>Server-side tag managers provide greater control over data governance and compliance. With stricter regulations such as GDPR and CCPA governing data privacy (and long before), marketers are compelled to prioritise data protection and privacy. Server-side solutions enable organisations to centralise data and change-management, implement granular access controls, and enforce data governance policies more effectively.\u003C\u002Fp>\n\n\n\n\u003Cp>So, server-side tag managers offer superior performance, enhanced data security, and better compliance with privacy regulations, making them an essential component of any modern marketing stack.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"server-side-edge-seo-testing\">\u003Cstrong>Server-side, Edge SEO Testing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Search engine optimisation (\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>) is a mainstay in digital marketing. Investing in SEO drives organic traffic and can improve online visibility to both top-of-funnel and in-market audiences. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa> refers to the practice of optimising websites that rely on JavaScript to ensure they are effectively crawled and indexed by search engines. SEO testing has for a long time either been reasonably absent or based on interrupted time series analysis — i.e. before and after. When analysed in this way, interrupted time series analysis cannot account for externalities and as such isn’t a rigorous analytical method. \u003C\u002Fp>\n\n\n\n\u003Cp>More recently, with the advent of search engines rendering JavaScript, client-side SEO testing is a growing area of focus for some. However, whilst the approach may show some promising results, there are many externalities and out-of-scope factors which these tools cannot control or account for. \u003C\u002Fp>\n\n\n\n\u003Cp>SEO testing on the server, or on the content delivery network (“CDN”) — often called \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fedge-seo\u002F\">Edge SEO\u003C\u002Fa>, is emerging as a game-changer in the industry. It’s not a new technique, but with the growing acceptance of other CDN optimisations, we expect these practices to continue to grow into the future. By shifting SEO testing to the server side, marketers can unlock new opportunities to optimise website performance through controlled page-level testing, as well as enhancing the overall user experience. Each will lead to incremental improvements in search engine rankings.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the primary advantages of server-side SEO testing is its ability to address technical SEO issues that may go unresolved due to legacy tech stacks, large development backlogs, or needing a value-based approach to business prioritisation. With server-side testing, marketers can identify and resolve issues such as server response times, crawlability issues, and duplicate content more effectively and at a higher velocity, leading to significant improvements in search engine performance. All of which result in pound\u002Fdollar-value improvements which can motivate appropriate prioritisation. \u003C\u002Fp>\n\n\n\n\u003Cp>So, server-side SEO testing, or “\u003Cstrong>Edge SEO\u003C\u002Fstrong>” offers unique advantages such as addressing technical SEO issues, bypassing development backlogs, putting monetary values on requests, and enhancing website performance, making it an essential tool for marketers looking to stay ahead in the competitive world of search engine optimization.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"stateless-conversion-rate-optimisation-without-the-flicker\">\u003Cstrong>Stateless conversion rate optimisation without the flicker\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>A\u002FB, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002F\">Conversion Rate Optimisation\u003C\u002Fa> (“CRO”) testing is a fundamental practice in marketing, allowing organisations to test variations of their website or marketing campaigns to determine which performs best, and therefore drive incremental change over time to improve conversion rates and basket values. While client-side A\u002FB testing tools have been widely used, server-side A\u002FB testing is (and again, has been for a long time) gaining traction for its ability to overcome limitations associated with client-side testing.\u003C\u002Fp>\n\n\n\n\u003Cp>There are many benefits to server-side CRO testing, including the ability to dynamically alter pages ahead of the consumers’ browser rendering them with the “Flash of Unstyled Content” – or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FFlash_of_unstyled_content\">FOUC\u003C\u002Fa> for short. \u003C\u002Fp>\n\n\n\n\u003Cp>Server-side A\u002FB testing, or “\u003Cstrong>Edge CRO\u003C\u002Fstrong>” when the manipulations are done on the CDN edge, like above, intercepts the rendered page from the CMS or web application, and then dynamically alters this based on the test cohort membership of the consumer. Some consumers receive the page as-is, as in any controls in any experimentation; others receive the variation. \u003C\u002Fp>\n\n\n\n\u003Cp>Crucially, server-side testing tools can also persist first-party cookies which last longer than JavaScript-set cookies can now last.  This means cohort membership can last longer than the session, reducing the chances that consumers receive different experiences throughout the test. \u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, CDN or server-side CRO-tested pages can be fully cached in the service, reducing the time to load and improving the digital experience of the consumer. External services can also be called or polled for additional information, such as CDP segment membership and product tool feature flag settings can also be accounted for. \u003C\u002Fp>\n\n\n\n\u003Cp>In the cached page versions, additional information can be injected into the page’s data layer too, indicating the cohort memberships for accurate post-testing analysis via \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Ftag-management\u002F\">Tag Manager\u003C\u002Fa> in your Analytics or BI tools, as well as other connected marketing technologies you may be using for your test analyses. \u003C\u002Fp>\n\n\n\n\u003Cp>Server-side \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002Fab-testing\u002F\">A\u002FB testing\u003C\u002Fa> offers greater flexibility and control over test implementation and execution. Marketers can dynamically modify test variations on the server side, target specific user segments based on demographic or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fbehavioural-science\u002F\">behavioural data\u003C\u002Fa>, and measure performance metrics with precision. This level of control enables organisations to optimise conversion rates, improve user engagement, and drive meaningful business outcomes more effectively.\u003C\u002Fp>\n\n\n\n\u003Cp>So, server-side A\u002FB testing provides superior manipulations, performance, accuracy, consistency, and control over test implementation, making it a valuable tool for marketers seeking to optimise their digital experiences and maximise ROI.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"are-you-planning-to-go-server-side\">\u003Cstrong>Are you planning to go server-side?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Please \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team if you’re interested in learning more about the benefits server-side tagging, testing and optimisation can have for your business.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FMedia-Solutions_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27528\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":187,"protected":228},27597,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1327,"_yoast_wpseo_metadesc":1328,"inline_featured_image":228,"footnotes":5},"The future of marketing technology is server-side | Impression","Server-side technologies like server-side tag manager, Edge SEO testing, and server-side A\u002FB CRO testing are crucial for the future of 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