[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fgreg-holland\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":190,"head_links":193,"breadcrumbs":178,"posts":197,"pages":173,"head":1541},"Greg Holland","","Associate Director - Strategy, with a love for data-driven analysis. Puts the \"fun\" in \"conversion funnel.\"",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":38,"page_content_modules":94,"hero":174},"\u003Cp>Associate Director – Strategy. Joined Impression in August 2017.\u003C\u002Fp>\n\u003Cp>I joined Impression straight from University where I studied Economics. Coming straight from an Economics degree helped me fit right into the world of PPC and gave me the ability to spot the potential for growth and create strategies to achieve said growth in accounts both big and small.\u003C\u002Fp>\n\u003Cp>Day to day I focus on managing my team, delivering clients’ strategies and I also get involved in pitching. I specialise in data analysis tools like Supermetics, creating templates and automating processes for the wider team to use in everyday account management and in their own data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I’m proud of completing the Pokedex when I was younger, my extensive collection of duck ornaments and landing a job at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy playing music, going to gigs, watching something at the cinema and nerding out over some chunky board games. I’m also usually up for a drink and love a good beer.\u003C\u002Fp>\n","Associate Director - Strategy",[13,30],{"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},221,"98","2020-12-18 15:16:14","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F",{"page":31,"link_text":33},{"ID":23,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":25,"guid":36,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":37},"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":25,"date":48,"modified":48,"menu_order":25,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},24287,"Greg-Holland-NEW","Greg-Holland-NEW.png",356302,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&q=90","\u002Fgreg-holland-new\u002F","12","greg-holland-new","inherit","2023-08-02 10:43:43","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Greg Holland’s posts",{"data":100,"pages":173},[101,115,130,143,153,163],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Measurement plans and KPI frameworks [Video series]","\u003Cp>Effective digital marketing relies on clear measurement planning and well-defined KPIs (Key Performance Indicators) to track success. Without them, efforts can lack direction, making it difficult to assess what’s working and what needs improvement. A strong measurement plan aligns marketing goals with business objectives, ensuring data-driven decision-making. KPIs—such as conversion rates, engagement metrics, and ROI—help […]\u003C\u002Fp>\n","\u002Fblog\u002Fmeasurement-plans-and-kpi-frameworks\u002F","2025-02-14T10:38:49",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMeasurement-plans-and-KPI-frameworks_Featured-Image-ALT.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":127},"Modern Measurement Series #1 – The current media effectiveness landscape","\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 knowledge […]\u003C\u002Fp>\n","\u002Fblog\u002Fmodern-measurement-the-current-media-effectiveness-landscape\u002F","2024-04-15T11:45:15",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123,126],{"name":124,"image":125},"Sam Cooper","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":111},{"to":128,"name":129},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":102,"title":131,"excerpt":132,"to":133,"postedAt":134,"readingTime":135,"image":136,"authors":137,"category":142},"Impression Picks – Digital marketing roundup for February 2024","\u003Cp>Welcome to February’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Strategy Director, Claire Elsworth, Head […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-february-2024\u002F","2024-03-25T14:13:30",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[138,141],{"name":139,"image":140},"Michael Weir","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":148,"image":149,"authors":150,"category":152},"Selecting insight tools to supercharge your digital marketing strategy","\u003Cp>Data is at the heart of everything in digital. First-party data helps marketers understand their users and make strategic decisions. However, with first-party data alone, marketers aren’t quite able to understand the whole picture. It doesn’t give us access to what trends the industry is seeing, what our competitors are doing, or any insight into […]\u003C\u002Fp>\n","\u002Fblog\u002Finsight-tools-to-supercharge-your-digital-marketing-strategy\u002F","2024-09-18T06:59:14",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[151],{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":158,"image":5,"authors":159,"category":161},"Brighton SEO – Tanesha Stafford – Land Grab: How to win business from your competitors with Google PPC","\u003Cp>Google Ads is a saturated marketplace – 64.6% of users click on ads, with only the remaining 35.4% clicking on Organic results only. Fortunately, there are ways to get ahead of competitors – Tanesha Stafford gives us 5 tips to take a bigger chunk of the market share. SKAGs For those not familiar, SKAGs, or […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-tanesha-stafford-land-grab-how-to-win-business-from-your-competitors-with-google-ppc\u002F","2022-02-07T16:48:24",3,[160],{"name":4,"image":111},{"to":162,"name":18},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":102,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":169,"authors":170,"category":172},"Cross-Device Considerations for PPC Managers","\u003Cp>Mobile is taking digital marketing by storm – we need to adapt if we want to survive. Erin Sagin, Google’s Global SMB Solutions Go To Market Lead, has highlighted how mobile search volume has overtaken desktop, where creating a strong mobile PPC strategy can be essential for driving leads and conversions. But what happens if […]\u003C\u002Fp>\n","\u002Fblog\u002Fcross-device-considerations-ppc-managers\u002F","2022-02-07T16:48:28",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjRPXKM9k-050720211625517690_pexels-photo-196656.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[171],{"name":4,"image":111},{"to":162,"name":18},"3",{"type":175,"style":176,"title":177,"heading":4,"intro":10,"services":12,"breadcrumbs":178,"photo":56,"social":190},"author","dark","Meet the Team",[179,182,185,188],{"path":180,"name":181},"\u002F","Home",{"path":183,"name":184},"\u002Fabout\u002F","About Us",{"path":186,"name":187},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":189,"name":4},null,{"twitter":191,"linkedin":192},"https:\u002F\u002Ftwitter.com\u002FGregPPC","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fgreg-holland-137bb614a\u002F",[194],{"rel":195,"href":196},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fgreg-holland\u002F",[198,518,742,984,1174,1352],{"id":199,"date":200,"date_gmt":200,"guid":201,"modified":106,"modified_gmt":106,"slug":203,"status":19,"type":102,"link":105,"title":204,"content":205,"excerpt":208,"author":209,"featured_media":210,"comment_status":20,"ping_status":20,"sticky":207,"template":5,"format":211,"meta":212,"categories":214,"collections":217,"coauthors":218,"class_list":221,"acf":230,"head_links":231,"breadcrumbs":232,"url_path":105,"search_description":213,"featured_image_urls":239,"authors":274,"type_nicename":285,"reading_minutes":107,"category":286,"yoast_title":289,"yoast_meta":290,"yoast_json_ld":345,"_links":468},31797,"2025-02-14T10:38:48",{"rendered":202},"\u002F?p=31797","measurement-plans-and-kpi-frameworks",{"rendered":103},{"rendered":206,"protected":207},"\n\u003Cp>Effective digital marketing relies on clear measurement planning and well-defined KPIs (Key Performance Indicators) to track success. Without them, efforts can lack direction, making it difficult to assess what’s working and what needs improvement. \u003C\u002Fp>\n\n\n\n\u003Cp>A strong measurement plan aligns marketing goals with business objectives, ensuring data-driven decision-making. KPIs—such as conversion rates, engagement metrics, and ROI—help marketers optimise campaigns, allocate resources effectively, and demonstrate impact. By tracking the right metrics, brands can refine strategies, improve performance, and drive meaningful results.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve put together a series of short videos that explore how to get the most out of measurement planning, align KPIs with stakeholders, and more.\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\u002F03\u002FMeasurement_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27690\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#measurement-plans-and-how-they-help-you-achieve-your-digital-kpis\">Measurement plans and how they help you achieve your digital KPIs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#measuring-the-right-marketing-metrics\">Measuring the right marketing metrics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-difference-between-a-kpi-framework-and-a-measurement-plan\">The difference between a KPI framework and a measurement plan\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-risks-of-not-having-a-measurement-plan\">The risks of not having a measurement plan\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-a-kpi-framework-to-achieve-objectives-across-the-marketing-funnel\">Using a KPI framework to achieve objectives across the marketing funnel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-a-kpi-framework-to-achieve-stakeholder-alignment\">Using a KPI framework to achieve stakeholder alignment\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-your-business-needs-a-measurement-plan\">Why your business needs a measurement plan\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measurement-plans-and-how-they-help-you-achieve-your-digital-kpis\">Measurement plans and how they help you achieve your digital KPIs\u003C\u002Fh2>\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=\"Measurement plans and how they help you achieve your digital KPIs\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fo9qeWZOwsGY?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>A measurement plan details how a marketer is going to collect the required data to optimise campaigns and ultimately deliver growth. In this video, Technology Director, Aaron Dicks, explores how to achieve your digital KPIs through an effective measurement plan.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measuring-the-right-marketing-metrics\">Measuring the right marketing metrics\u003C\u002Fh2>\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=\"Measuring the right marketing metrics\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FiJRcP2ZyMvQ?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>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002F@impressiondigital\">\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Ensuring you’re using the right marketing metrics that align best with your marketing goals is the key to success in marketing measurement.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-difference-between-a-kpi-framework-and-a-measurement-plan\">The difference between a KPI framework and a measurement plan\u003C\u002Fh2>\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=\"The difference between a KPI framework and a measurement plan\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FvojgnoZWuWc?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>KPI frameworks and measurement plans are two sides of the same coin, they are inherently linked, but they are different. A KPI framework is the ‘what’ and the measurement plan is the ‘how’.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-risks-of-not-having-a-measurement-plan\">The risks of not having a measurement plan\u003C\u002Fh2>\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=\"The risks of not having a measurement plan\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FgCBgylh-0dE?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>The challenges of not having a measurement plan are going to be seen when it comes to assessing the effectiveness of the efficiency of a digital advertising campaign.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-a-kpi-framework-to-achieve-objectives-across-the-marketing-funnel\">Using a KPI framework to achieve objectives across the marketing funnel\u003C\u002Fh2>\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=\"Using a KPI framework to achieve objectives across the marketing funnel\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FWkZclzKSjM4?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>A KPI framework gives the overall picture of how marketing efforts ladder up to meet that total business objective, which is often revenue.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-a-kpi-framework-to-achieve-stakeholder-alignment\">Using a KPI framework to achieve stakeholder alignment\u003C\u002Fh2>\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=\"Using a KPI framework to achieve stakeholder alignment\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FwpU0J0N-dt0?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>The benefit of a well-structured, rigorous KPI framework is ultimately stakeholder alignment.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-your-business-needs-a-measurement-plan\">Why your business needs a measurement plan\u003C\u002Fh2>\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=\"Why your business needs a measurement plan\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F8lfmrjsTyF0?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>Planning helps you overcome some of the technological challenges – it helps you ensure that you’re capturing the best digital attribution data you possibly can and getting that into the platforms where you can take action on that information.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\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":104,"protected":207},28,32016,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":213,"inline_featured_image":207,"footnotes":5},"In our short digital marketing video series, we explore how to get the most out of measurement planning, align KPIs with stakeholders, and 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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\u003Cp>\u003Cstrong>In part one, Strategy Director, Claire Elsworth and Paid Media Specialist, Sam Cooper uncover: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Why media effectiveness is currently front-of-mind of marketers\u003C\u002Fli>\n\n\n\n\u003Cli>How marketers should determine the best measurement solution for their business \u003C\u002Fli>\n\n\n\n\u003Cli>The part that media effectiveness plays in a wider strategy \u003C\u002Fli>\n\n\n\n\u003Cli>Who will get the most value from reassessing their current approach to measuring their marketing efforts\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: The current media effectiveness landscape\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fu9Uj_cVCXQk?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>Claire Elsworth\u003C\u002Fstrong>: This is the first in our series of conversations about marketing effectiveness. I think it’s fair to say that it’s really taken off as a conversation in the past few years. Obviously, as a discipline, it’s quite well-established but in the last couple of years maybe, it’s become a really hot topic. Why do you think that is?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Sam Cooper:\u003C\u002Fstrong> Probably the biggest causal factor is the deprecation of cookies that’s looming on the horizon. There are also Google’s Privacy Sandbox changes which are all going to be rolled out over the next year or two.\u003C\u002Fp>\n\n\n\n\u003Cp>The other side of this is marketing budgets are getting tighter – there are definitely budget purse strings being pulled because the market downturn post-COVID is in effect. This means people are interrogating their marketing budgets more and seeing exactly how effective each channel is, is more important to them. I do think that this is a conversation that’s a bit overdue, too. I think we need to shine a light on how we measure these channels better than how the channels want to measure themselves. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth:\u003C\u002Fstrong> We did a survey recently and one of the biggest, if not the biggest challenge that marketers called out was understanding how to effectively measure the impact of their spend. Everybody is finding it really difficult. It’s such a saturated market with loads of solutions out there. How does a marketer begin to navigate this? Do they need MMM? Do they need an attribution model? How would you help a client who’s going through this?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Sam Cooper\u003C\u002Fstrong>: It depends on client size, for one thing. Obviously, the more budget you have,\u003C\u002Fp>\n\n\n\n\u003Cp>the more channels you have in the mix and the bigger a solution you can implement, the better really. A marketing mix model might be great if you have lots of channels and contingent factors impacting each other and you’re operating in retail \u002F e-commerce etc. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re on a much smaller budget, activating across only one or two channels, maybe an MMM isn’t suitable and you want to do some smaller-scale testing. I think it’s a case-by-case basis thing. If you engage with media effectiveness dialogues, it’s something that you need to start thinking about and it’ll become clear over the course of our series where you sit on the spectrum of small-scale testing on one side or an entire MMM on the other.  I think that ultimately, there’s no one answer either, no one solution is the perfect solution.\u003C\u002Fp>\n\n\n\n\u003Cp>And this is probably something that we’re going to end up talking about a lot going forward, too. Because if we say, well, okay, cookies are going away, we need to start thinking about other ways of measuring, it’s not really to say that the old ways of measuring are gone. There is tons of marketing content around “attribution is dead” but it’s not really dead, it’s more “attribution is dead, long live attribution” kind of thing, because it’s still useful, we’re just starting to recognise some of its shortcomings now. It’s never really been the solution we wanted it to be, but we always trusted that it was. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth\u003C\u002Fstrong>: Yeah, that’s typical of our industry, probably most but marketing especially. We love a trend, we love a bandwagon, we love throwing all of our eggs in whatever the latest basket is, so I guess, that’s something for marketers to be wary of. There isn’t a one-size-fits-all solution that is right for everyone just because we’re all talking about media effectiveness, it’s a toolbox, with lots of different tools in it. You’ve got to find the right configuration for you as a business. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Sam Cooper:\u003C\u002Fstrong> I think that’s probably one of the difficult things right now, like you said earlier, the market is getting saturated with products that are solutions to these problems. I think there’s a danger that if you grab a tool that will do an MMM for you, maybe it’ll make recommendations, but it doesn’t come with any of the insights or statistical analysis knowledge that you might need to understand what it means or what you should infer from it, so maybe you don’t make the best decisions off the back of it. \u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, what media effectiveness as a discipline going forward needs to do, is draw all the disparate channels together. Right now, there are so many moving parts in marketing, you’ve got business goals on one side, overarching strategy on another side, and channel activators somewhere over here, and they’re often siloed into individual channels. Media effectiveness could just be another aspect of this if you grab a tool off the shelf and start using it. It needs to be something that you integrate more and I think it might be able to act as an anchor really, it’s something that can pull all these things together. Do it right and it can be the linchpin of making a good decision about where and how to invest.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Claire Elsworth:\u003C\u002Fstrong> Who do you think is going to get the most value out of starting a marketing effectiveness conversation? Who is going to get the most value out of the kind of content that we’ll be talking about here?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Sam Cooper: \u003C\u002Fstrong>I’ve got a bit of a cheeky answer here, which is basically everyone. There is a spectrum of what you use and how you use it. There are lots of brands that still use last-click attribution, for example, and for them starting to think about media effectiveness beyond last-click attribution is a really big step and this series matters for them and this discussion matters for them. Even if you already have a complex media mix analysis, starting to interrogate it more and build more complicated or smarter models is really important, too. Having the conversation about media effectiveness is something that needs to happen everywhere and probably all of us need to get better at understanding how it works, whether you’re just a junior marketing analyst or in the C-suite. Thinking about media effectiveness is going to be a very, very key to making smart, strategic decisions over the next few years.\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":117,"protected":207},27684,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":530,"_yoast_wpseo_metadesc":531,"inline_featured_image":207,"footnotes":5},"The current media effectiveness landscape - Modern Measurement Series #1 | Impression","In part one of The Modern Measurement Series, we explore the current media effectiveness landscape with Claire Elsworth and Sam Cooper.",[216],[],[535,220],173,[537,102,223,224,225,226,227,229],"post-27628",[],[],[541,542,543,544],{"path":180,"name":181},{"path":235,"name":236},{"path":128,"name":129},{"path":189,"name":116},{"thumbnail":546,"medium":547,"medium_large":549,"large":551,"1536x1536":553,"2048x2048":555,"post-thumbnail":557,"12_col":559,"default_landscape":561,"default_portrait":563,"6_col_and_margin_short":565,"11_col_and_margin":567,"9_col_rectangle":569,"11_col":571,"staff_image_696_600":573,"rectangular_thumbnail":575},{"url":121,"width":241,"height":241},{"url":548,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",{"url":550,"width":62,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",{"url":552,"width":248,"height":249},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":554,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",{"url":556,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",{"url":558,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":560,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":562,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":564,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":566,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":568,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":570,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":572,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":574,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":576,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FTMMS_Video_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[578,613],{"id":579,"path":580,"display_name":124,"job_title":581,"description":582,"avatar_url":125,"acf":583},88,"\u002Fabout\u002Four-team\u002Fsam-cooper\u002F","Associate Director (Strategy)","I'm a Associate Director (Strategy) at Impression. My role involves working with a range of clients to optimise the performance of their online ad campaigns.",{"job_title":581,"full_bio":584,"specialist_service_links":585,"photo":588},"\u003Cp>Associate Director, Strategy. Joined Impression in August 2021.\u003C\u002Fp>\n\u003Cp>Before joining Impression, I completed a PhD in literature and taught at the University of Nottingham. I’ve written for, and edited, a range of academic journals and conferences internationally. I also author the annual review of contemporary British literary criticism for Oxford University Press, so I’m always happy to talk lit!\u003C\u002Fp>\n\u003Cp>I joined Impression because the digital marketing space offers opportunities to put my particular admixture of skills and experiences to work in new and interesting ways. More than that, though, I’m here because Impression is a great place to work.\u003C\u002Fp>\n\u003Cp>My role involves working with a range of clients to optimise the performance of their online ad campaigns.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I won awards for my university-level teaching, which I’m very proud of. I received a late diagnosis of ADHD at 30, and I’m proud of the career and education outcomes I achieved despite the severe disruptions caused by unmanaged ADHD. I’m a vocal advocate for mental health, and better understanding neurodiversity.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I have a pug named Cabbage who does his very best to adorably monopolise my time out of work. When I’m not catering to his whims, I enjoy writing (creatively or otherwise) and you’ll most often find me chaotically cooking & baking gluten-free food, burning time on video games, or working out.\u003C\u002Fp>\n",[586],{"page":587,"link_text":33},{"ID":23,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":25,"guid":36,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":37},{"ID":589,"id":589,"title":590,"filename":591,"filesize":25,"url":592,"link":593,"alt":5,"author":45,"description":5,"caption":5,"name":594,"status":47,"uploaded_to":25,"date":595,"modified":595,"menu_order":25,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":596},9194,"Sam-Cooper","HRfvyhvp-Sam-Cooper.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress%2Cformat&q=90","\u002Fsam-cooper\u002F","sam-cooper","2021-08-25 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to February’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Strategy Director, Claire Elsworth, Head of Behavioural Science, Mike Weir, and Paid Social Strategist, Cagla Caltili. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-marketers-should-take-note-of-netflixs-better-than-expected-performance-last-year\">Why marketers should take note of Netflix’s better-than-expected performance last year\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-sell-ugly-fruit\">How to sell ugly fruit\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#embracing-the-brrr\">Embracing the Brrr\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-marketers-should-take-note-of-netflixs-better-than-expected-performance-last-year\">Why marketers should take note of Netflix’s better-than-expected performance last year\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Netflix is doing better than we thought it would, and that matters to the marketing industry.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fimpression-picks-feb-2024-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27264\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Remember how last year everyone freaked out about Netflix’s crackdown on password-sharing and hailed the end of the streaming giant? Yeah, a bit dramatic that, wasn’t it? After posting \u003Cem>much\u003C\u002Fem> better-than-expected revenue and subscriber growth for the period, Netflix stock rose upwards of 7%. Here’s why that matters to marketers:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Still got it – Netflix’s position in culture, and finger on the cultural pulse\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Netflix’s substantial investment in original content has continued to cement its status as a cultural giant. In January’s Primetime Emmy award ceremony, Netflix was the 2nd most nominated and awarded network, behind HBO. If the way to consumer hearts (and wallets) is through relevance, marketers could do a lot worse than turning to Netflix for inspiration. And they are – the Uber Eats Superbowl ad this year is a spoof of that now infamous scene from Netflix’s Beckham documentary, launched last year. Given these ads typically take months, and sometimes years of ideation and development, it’s a pretty big statement for one of the biggest global advertising moments of the year to be fuelled by something which came out on Netflix three months ago. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>There is a role for premium, trustworthy content in what will be a big year for trust and transparency\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This year, over half of the world will be heading to the polls in what is set to be the biggest year for democracy in global history. The aftermath of Cambridge Analytica’s manipulation of personal data for electoral purposes in 2016 is still a recent memory for a lot of the democratic world, and consumers are going to be increasingly sceptical this year as the pillars of trust and transparency are wrenched back into focus. For marketers, that means the environments that our advertising shows up in are going to be more important than ever. People will still be using social media – that isn’t going anywhere – but those spaces are going to be running hot with political parley; so we can expect to see people turning to more premium spaces to find solace from the intensity of the democratic process. Netflix’s (and, more recently, Amazon Prime’s) recently launched ad-funded subscription model could prove critical to brands looking to position themselves around high-quality, trustworthy content and away from the maelstrom of divisive social discourse. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The changing face of TV advertising and high-attention media in the home\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>A lot of the pessimism around Netflix last year came from their crackdown on password-sharing, with consumers threatening to leave the service altogether, rather than pay for content, especially with the ad-supported service commanding a fee. Clearly, these threats represented a minority, with subscriptions actually increasing post-crackdown. \u003C\u002Fp>\n\n\n\n\u003Cp>The thing is, we are not strangers to paying for content which is supported by advertising. This is how newspapers and magazines have worked forever. Plenty of people will get to the cinema nice and early specifically to watch the ads. The problem is not with advertising per se in paid-for environments. There is an argument to suggest that audiences exposed to ads in paid-for environments have a higher expectation of the quality of those ads, and a higher level of attention to boot – potentially higher than traditional, terrestrial TV. The challenge will be for marketers to leverage these emerging high-attention environments and ensure that the advertising stands up to this new expectation of quality to get the most out of them.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2024\u002F01\u002F23\u002Fnetflix-revenue-and-subscription-gains-outpace-expectations-latest-earnings\">Article\u003C\u002Fa> reviewed by Claire Elsworth.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-sell-ugly-fruit\">\u003Cstrong>How to sell ugly fruit\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Behavioural Science journal outlines why people will avoid purchasing products they perceive as ugly and what to do about it\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fimpression-picks-feb-2024-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27265\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Every year, 95 million tonnes of food is wasted in the UK alone. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fretailtimes.co.uk\u002Fuk-food-waste-households-dump-28-1kg-of-edible-food-each-month-aeg-reveals\u002F#:~:text=The%20most%20wasted%20foods%20in,further%2022%25%20is%20from%20fruits\">44%\u003C\u002Fa> of all food waste is fruit and vegetables. Many people when asked are aware of the challenges we face around food waste, but supermarkets continue to fruit and vegetables based on aesthetics. \u003C\u002Fp>\n\n\n\n\u003Cp>This article explores this topic and how marketers can use the principles outlined to their advantage. In a study by Grewal in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fjournals.sagepub.com\u002Fdoi\u002Fepub\u002F10.1177\u002F0022242918816319\">Journal of Marketing\u003C\u002Fa>, researchers tried to understand why people reject safe and edible produce because they perceive it to be unattractive.  Across five experiments, researchers showed that people were averse to buying ugly produce because of how purchasing the product made them feel about themselves. \u003C\u002Fp>\n\n\n\n\u003Cp>Self Perception Theory and Self Signalling Theory theorise that people make inferences about themselves based on observations about their behaviours. Researchers therefore theorised that people don’t want to buy unattractive fruit because it clashes with their self-perception.  Simply put, they didn’t want to buy ugly fruit because they didn’t want to think of themselves as ugly. \u003C\u002Fp>\n\n\n\n\u003Cp>To overcome this, researchers conducted a series of controlled experiments whereby they added complimentary messaging to produce results that could be deemed unattractive. They found an increase of 92% in sales of unattractive produce compared to the control group. \u003C\u002Fp>\n\n\n\n\u003Cp>This worked because the compliment helped to offset people’s negative self-perceptions, meaning they felt less insecure about buying the unattractive produce. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What can marketers learn from this: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"1\">\n\u003Cli>Aesthetics matter. Sounds simple but this is continuously overlooked in an industry obsessed with performance.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Compliments. Provide people with reasons to feel good about themselves. Whether that is feedback on the website when someone adds something to the bag or in the header of your next email.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Frame the message. The way choices are presented to people fundamentally affects the outcomes. Consider the decision interface carefully.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Liking: People are much more easily persuaded by people they like; compliments, similarity, kindness and reciprocity can help foster liking. \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\n\u003Cli>Research: Understanding aesthetic and purchasing decisions is complicated and subjective. Use research and experimentation to overcome these challenges and learn about your audience.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Insights by Mike Weir.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"embracing-the-brrr\">\u003Cstrong>Embracing the Brrr\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Embracing the chill\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fimpression-picks-feb-2024-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27266\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>There’s no denying that January was a chilly one! In the UK we battled arctic winds, freezing temperatures and a total of 3 storms; Henk, Isha & Joyceline.\u003C\u002Fp>\n\n\n\n\u003Cp>One brand embracing this chill was KitKat, the iconic wafer & chocolate bar that delighted fans with its latest marketing campaign – Take a Brr. This campaign embraced the frosty mornings and encouraged consumers to pause, take a moment and savour the KitKat experience.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The concept:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The Take a Brrr campaign taps into the essence of winter by celebrating the chill rather than shying away from it. KitKat cleverly plays on its popular phrase “Take a break” and transforms it into a season-specific call-to-action – “Take a Brrr.” This catchy and playful twist not only aligns with the weather but also resonates with the brand’s core message of taking a break and enjoying life’s simple pleasures.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Creating a lasting impression:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>KitKat’s campaign is a testament to the brand’s ability to stay fresh and relevant by tapping into seasonal vibes. The campaign’s execution went from ideation to launch in just 36 hours showcasing the power of adaptability and acting as a reminder that the ability to respond quickly to current climates is crucial – pairing this alongside a rapid creative process has allowed them to create a lasting impact while delivering relatable and authentic brand interactions through Digital OOH & Social.\u003C\u002Fp>\n\n\n\n\u003Cp>Definitely a great example for those looking to make an impression in the fast-paced world of advertising.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketing-beat.co.uk\u002F2024\u002F01\u002F19\u002Fkitkat-vml-cold-snap\u002F\">Campaign\u003C\u002Fa> reviewed by Cagla Caltili\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in March for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":132,"protected":207},27211,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":754,"_yoast_wpseo_metadesc":5,"inline_featured_image":207,"footnotes":5},"Impression Picks – Digital marketing roundup for February 2024 | Impression",[215],[],[758,220],261,[760,102,223,224,225,226,227,228],"post-27209",[],[],[764,765,766,767],{"path":180,"name":181},{"path":235,"name":236},{"path":113,"name":114},{"path":189,"name":131},"Welcome to February’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Strategy Director, Claire Elsworth, Head […]",{"thumbnail":770,"medium":771,"medium_large":773,"large":775,"1536x1536":777,"2048x2048":779,"post-thumbnail":781,"12_col":783,"default_landscape":785,"default_portrait":787,"6_col_and_margin_short":789,"11_col_and_margin":791,"9_col_rectangle":793,"11_col":795,"staff_image_696_600":797,"rectangular_thumbnail":799},{"url":136,"width":241,"height":241},{"url":772,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":774,"width":62,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":776,"width":248,"height":249},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":778,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":780,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":782,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":784,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":786,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":788,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":790,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":792,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":794,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":796,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":798,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":800,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Ffreestocks-11SgH7U6TmI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[802,853],{"id":803,"path":804,"display_name":139,"job_title":805,"description":5,"avatar_url":140,"acf":806},157,"\u002Fabout\u002Four-team\u002Fmichael-weir\u002F","Director, Head of DX",{"job_title":805,"full_bio":807,"specialist_service_links":808,"photo":827},"\u003Cp>Director, Head of DX. Joined Impression in July 2023.\u003C\u002Fp>\n\u003Cp>Previously worked at a number of different specialist and integrated agencies in the North of England. During my time I have worked for clients in many different industries, such as finance, FMCG and fashion.\u003C\u002Fp>\n\u003Cp>My role is to understand the complex (or simple) commercial challenges that businesses face and to find solutions to these challenges – this could be as simple as wanting to increase revenue, but can be much more complex.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my third hair (halfway through my PhD). Landing this new role at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nWhen I’m not working on my PhD I enjoy socialising with friends and family and day trips to the pub.\u003C\u002Fp>\n",[809,818],{"page":810,"link_text":813},{"ID":811,"post_author":16,"post_date":812,"post_date_gmt":812,"post_content":5,"post_title":813,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":814,"to_ping":5,"pinged":5,"post_modified":815,"post_modified_gmt":815,"post_content_filtered":5,"post_parent":25,"guid":816,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":817},24873,"2023-09-19 15:41:00","Digital Experience","digital-experience","2026-04-08 14:27:30","\u002F?page_id=24873","\u002Fdigital-experience\u002F",{"page":819,"link_text":822},{"ID":820,"post_author":16,"post_date":821,"post_date_gmt":821,"post_content":5,"post_title":822,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":823,"to_ping":5,"pinged":5,"post_modified":824,"post_modified_gmt":824,"post_content_filtered":5,"post_parent":811,"guid":825,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":826},24848,"2023-09-19 15:52:10","Behavioural Science","behavioural-science","2025-03-13 14:51:11","\u002F?page_id=24848","\u002Fdigital-experience\u002Fbehavioural-science\u002F",{"ID":828,"id":828,"title":829,"filename":830,"filesize":831,"url":832,"link":833,"alt":5,"author":45,"description":5,"caption":5,"name":834,"status":47,"uploaded_to":25,"date":835,"modified":835,"menu_order":25,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":836},34235,"Michael-Weir","Michael-Weir.png",551425,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&q=90","\u002Fmichael-weir\u002F","michael-weir","2025-08-13 13:26:27",{"thumbnail":837,"thumbnail-width":57,"thumbnail-height":57,"medium":838,"medium-width":59,"medium-height":60,"medium_large":839,"medium_large-width":62,"medium_large-height":63,"large":840,"large-width":65,"large-height":66,"1536x1536":841,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":842,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":843,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":844,"12_col-width":77,"12_col-height":78,"default_landscape":845,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":846,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":847,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":848,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":849,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":850,"11_col-width":89,"11_col-height":78,"staff_image_696_600":851,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":852,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":209,"path":276,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":854},{"full_bio":10,"job_title":11,"specialist_service_links":855,"photo":860},[856,858],{"page":857,"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},{"page":859,"link_text":33},{"ID":23,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":25,"guid":36,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":37},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":25,"date":48,"modified":48,"menu_order":25,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":861},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-wid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ename":285,"reading_minutes":148,"category":1054,"yoast_title":996,"yoast_meta":1060,"yoast_json_ld":1086,"_links":1136},20600,"2022-12-20T11:16:32",{"rendered":988},"\u002F?p=20600","insight-tools-to-supercharge-your-digital-marketing-strategy",{"rendered":144},{"rendered":992,"protected":207},"\n\u003Cp>Data is at the heart of everything in digital. First-party data helps marketers understand their users and make strategic decisions.\u003C\u002Fp>\n\n\n\n\u003Cp>However, with first-party data alone, marketers aren’t quite able to understand the whole picture. It doesn’t give us access to what trends the industry is seeing, what our competitors are doing, or any insight into our prospective users. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-importance-of-combining-first-party-and-third-party-insights\">\u003Cstrong>The importance of combining first-party and third-party insights\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Third-party data is what helps us as marketers contextualise the first-party. By combining the quality of first-party data with third-party data from a range of different sources, we are able to have the depth of data needed to make accurate and informed decisions. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fdata-depth-equation.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: first-party data + third-party data = depth of data.\" class=\"wp-image-20613\" width=\"524\" height=\"230\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Marketing strategies are made up of a range of different recommendations and in order to make these recommendations, we need insight. It’s important for us to be as confident as possible in our decisions. To do that, we need to have data. But once we have that data, what do we do with it? For data to be valuable, we need to understand exactly why something has happened. If we’ve seen market share decline, what are the reasons for this? Is it due to reduced activity? Have your competitors diversified their media mix? Understanding why something has happened is what helps us react and respond appropriately.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fgreat-insights-data-equation.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Data - Why? - So what? Great data = Great insight\" class=\"wp-image-20616\" width=\"536\" height=\"265\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The more robust your data, the more confidence you have in it and the better your strategic recommendations will be. Access to this data will mean your decisions are data-driven, informed not by assumptions or opinions, or even just experience. The world of digital is constantly changing and without staying on top of the latest trends, it’s easy to fall behind. With insight we are able to make our marketing personalised – if we know who our prospect audience is and what they are looking for from their brands, we can ensure our marketing is tailored to this. Ultimately, basing recommendations on insight will set you up for making decisions that will drive effective media.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Ftools-needs-criteria.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Data-driven decisions, personalisation, effectiveness.\" class=\"wp-image-20627\" width=\"624\" height=\"217\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"finding-the-right-data-insight-tools\">\u003Cstrong>Finding the right data insight tools\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So, where’s the best place to get your data from? There are a few tools that fall under different categories, these being…\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"competitor-research\">\u003Cstrong>Competitor research\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This one is important, as you will want to be up to speed with the businesses you are actively trying to acquire market share from. Some of the questions you might be trying to answer are…\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cul class=\"wp-block-list\">\u003Cli>Who are my competitors?\u003C\u002Fli>\u003Cli>What channels are they using?\u003C\u002Fli>\u003Cli>What is their comms strategy?\u003C\u002Fli>\u003Cli>How much media spend do they have?\u003C\u002Fli>\u003C\u002Ful>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"267\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fsemrush-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"SEMrush\" class=\"wp-image-20620\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"286\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fsimilarweb-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"Similarweb\" class=\"wp-image-20621\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-profiling\">\u003Cstrong>Audience profiling\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Another important category, your consumers should always be front of mind. For this category, you may be trying to answer…\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cul class=\"wp-block-list\">\u003Cli>Who is my audience?\u003C\u002Fli>\u003Cli>What online behaviours do they have?\u003C\u002Fli>\u003Cli>What do they expect from their brands?\u003C\u002Fli>\u003Cli>What is their media consumption?\u003C\u002Fli>\u003C\u002Ful>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FGWI-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"GWI\" class=\"wp-image-20617\" width=\"111\" height=\"83\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FTGI-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"TGI\" class=\"wp-image-20623\" width=\"102\" height=\"61\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"market-landscape\">Market landscape\u003C\u002Fh3>\n\n\n\n\u003Cp>These tools are significant for contextualising your performance. For this category, you may be trying to answer…\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cul class=\"wp-block-list\">\u003Cli>How big is the market?\u003C\u002Fli>\u003Cli>Is it growing or declining?\u003C\u002Fli>\u003Cli>Who are the big players?\u003C\u002Fli>\u003Cli>What are the future predictions?\u003C\u002Fli>\u003C\u002Ful>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fstatista-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"Statista\" class=\"wp-image-20622\" width=\"177\" height=\"43\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Feuromonitor-international-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"Euromonitor International\" class=\"wp-image-20614\" width=\"252\" height=\"50\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"social-listening\">\u003Cstrong>Social listening\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Lastly, you should also be considering these tools when trying to answer the following questions…\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cul class=\"wp-block-list\">\u003Cli>What is the online sentiment?\u003C\u002Fli>\u003Cli>How are people reacting?\u003C\u002Fli>\u003Cli>How does your brand make people feel?\u003C\u002Fli>\u003Cli>How do your competitors make people feel?\u003C\u002Fli>\u003C\u002Ful>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002FBrandwatch-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"Brandwatch\" class=\"wp-image-20611\" width=\"172\" height=\"89\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fmeltwater-logo.jpg?auto=compress%2Cformat&q=90\" alt=\"Meltwater\" class=\"wp-image-20618\" width=\"185\" height=\"20\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Ultimately each tool will be able to help you answer a specific set of questions based on your requirements. Various businesses will have different requirements depending on their size, industry, and structure, so it is crucial that you choose the right tool to answer your questions.\u003C\u002Fp>\n\n\n\n\u003Cp>These are some of the things you need to consider; \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Are you responsible for your tool stack or will you rely on your agency’s?\u003C\u002Fli>\u003Cli>How many verticals do you work with?\u003C\u002Fli>\u003Cli>Who is your target audience?\u003C\u002Fli>\u003Cli>How many markets do you operate in?\u003C\u002Fli>\u003Cli>What are your business goals?\u003C\u002Fli>\u003Cli>What activity do you focus on; performance or brand?\u003C\u002Fli>\u003Cli>What is your position within your competitor set?\u003C\u002Fli>\u003Cli>What’s your budget?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Learning how to use new tools can take time, but the long-term benefits will be worth the short-term effort required. During this current economic downturn, budgets are being scrutinised, meaning that it is unlikely that you are going to have access to every data source out there. Meaning that when it comes to selecting which tools to use, prioritise them in order to get the best value for your business.\u003C\u002Fp>\n\n\n\n\u003Cp>With this in mind, we have created the below to help you prioritise the tools most helpful for you.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tool-prioritisation-framework\">\u003Cstrong>Tool prioritisation framework\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Firstly, we need to identify the criteria. To get a good starting point we’ve listed a few points below that you may want to have in mind.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Ftools-business-needs.jpg?auto=compress%2Cformat&q=90\" alt=\"Text:\nDepth of data\nConfidence in data\nFunction alignment with need\nRegularity of data\nAccount support\nContract length\u002Fflexibility\nExtent of markets\nCost\" class=\"wp-image-20625\" width=\"514\" height=\"190\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>These are only a few examples but provide a good starting point. Out of these criteria, you then need to assign a score based on importance. Think about what factors will matter to you the most. Is it the cost or accessibility? The number of markets, or the amount of support you will get from the account team?\u003C\u002Fp>\n\n\n\n\u003Cp>Score the most important as 5 and the least important as 1.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbusiness-needs-criteria.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Score the criteria based on your business needs.\" class=\"wp-image-20612\" width=\"686\" height=\"339\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Next, take each tool and score their offering, using 5 if the tool performs well in relation to your business need, or 1 if it performs poorly. It would be ideal if you could find tools that give you a good idea of what it will be like to use before making a purchase, such as live demos, q&a, and even free trials. Once scored, it should look something like this….\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Foffering-tool-score-matrix.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Score the tool based on its offering\" class=\"wp-image-20619\" width=\"680\" height=\"337\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>After that, combine the ‘business needs’ score with the ‘tool offering’ score. This will give you a good indication of which tools are the strongest contenders for the areas that matter to you.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Ftool-prioritisation-score.jpg?auto=compress%2Cformat&q=90\" alt=\"Importance + offering = prioritisation score\" class=\"wp-image-20624\" width=\"692\" height=\"339\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>There are a couple of options from here about what to do with the final score. You could take the top 5 criteria that are important to you and add the prioritisation scores together to get a total figure, for example.\u003C\u002Fp>\n\n\n\n\u003Cp>What we did, as we felt all criteria should be considered based on our requirements, was add all the prioritisation scores together to get a total prioritisation score. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Ffinal-score-tool-reporting.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Final scoring will combine importance and the tools offering\" class=\"wp-image-20615\" width=\"683\" height=\"366\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>This activity can then be completed for each of your tools, meaning each tool will have a total prioritisation score. This can then be compared to all the other tools you have completed the process with which will allow you to understand which tools are best suited to your business need. Beyond this, this will also help you make a business case internally for why this tool would be useful and why you have chosen it.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Ftools-grid.jpg?auto=compress%2Cformat&q=90\" alt=\"A grid of tool logos:\nSimilarweb\nGWI\nTGI\nEuromonitor International\nBrandwatch\nStatista\nMeltwater\nSEMrush\" class=\"wp-image-20626\" width=\"-45\" height=\"-13\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Here are the tools we have looked at, but the list of possible tools out there is endless. If you are starting out trying to find a good range of tools to evaluate, this could be a good starting point.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-takeaways\">\u003Cstrong>Key takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Choosing the right tools can have a significant impact on your strategic recommendations. It’s unrealistic to have access to every tool out there given the cost and time it takes to conduct data analysis. Think strategically about which will provide the most meaningful value for your business.  \u003C\u002Fp>\n\n\n\n\u003Cp>The better equipped you are with the right tool kit, the more confident you can be in your decision-making. The better your decision-making, the more effective your marketing will be. \u003C\u002Fp>\n\n\n\n\u003Cp>This blog is adapted from a talk at an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketing-masterclass-series.com\u002Fonline-events\u002Fdigital-superchats-8-digital-strategy-performance\u002F\">online event\u003C\u002Fa>.  \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Presentation slides\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002Fe\u002F2PACX-1vQF5zX763HDpkCCkYmai5jss3Sdewnlv3HloE-D0a9caPP7eBZBPGZOsAUIVbzDCBpMD0EKJHdXLPCI\u002Fembed?start=false&loop=false&delayms=3000\" frameborder=\"0\" width=\"960\" height=\"569\" allowfullscreen=\"true\" mozallowfullscreen=\"true\" webkitallowfullscreen=\"true\">\u003C\u002Fiframe>\n",{"rendered":145,"protected":207},20648,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":996,"_yoast_wpseo_metadesc":997,"inline_featured_image":207,"footnotes":5},"Selecting insight tools to supercharge your digital marketing strategy [Guide] | Impression","Third-party data is important, but what are the best insight tools? Digital Strategy Consultant, Isabella Smith, has created a guide for you to follow.",[215,999,216],284,[],[220],[1003,102,223,224,225,226,227,228,1004,229],"post-20600","category-digital-strategy",[],[],[1008,1009,1010,1011],{"path":180,"name":181},{"path":235,"name":236},{"path":113,"name":114},{"path":189,"name":144},{"thumbnail":1013,"medium":1014,"medium_large":1016,"large":1018,"1536x1536":1020,"2048x2048":1022,"post-thumbnail":1024,"12_col":1026,"default_landscape":1028,"default_portrait":1030,"6_col_and_margin_short":1032,"11_col_and_margin":1034,"9_col_rectangle":1036,"11_col":1038,"staff_image_696_600":1040,"rectangular_thumbnail":1042},{"url":149,"width":241,"height":241},{"url":1015,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1017,"width":62,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1019,"width":248,"height":249},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1021,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1023,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1025,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1027,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1029,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1031,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1033,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1035,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1037,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1039,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1041,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1043,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F12\u002Fbarn-images-t5YUoHW6zRo-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1045],{"id":209,"path":276,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1046},{"full_bio":10,"job_title":11,"specialist_service_links":1047,"photo":1052},[1048,1050],{"page":1049,"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},{"page":1051,"link_text":33},{"ID":23,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":25,"guid":36,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":37},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":25,"date":48,"modified":48,"menu_order":25,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":1053},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height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Ads is a saturated marketplace – 64.6% of users click on ads, with only the remaining 35.4% clicking on Organic results only. Fortunately, there are ways to get ahead of competitors – Tanesha Stafford gives us 5 tips to take a bigger chunk of the market share.\u003C\u002Fp>\n\u003Ch3 id=\"skags\">\u003Cspan>SKAGs\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>For those not familiar, SKAGs, or Single Keyword Ad Groups, are a popular method to ensure that our ads are as relevant to the users query as possible – target one keyword, and write the most relevant ad copy and send the user to the most relevant page possible. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>By doing this, advertisers are able to give the user exactly what they’re searching for – users are selfish, and we demand to be shown what we need to be shown, rather than trawling through sites to find relevant content. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Eg. let’s take a search for strapless dresses. Below are 2 ads shown for the search, one targeting dresses as a keyword, and one using the aforementioned SKAG structure. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4363\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FXiwxUFxk-Screenshot-2019-04-12-at-11.02.39.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"701\" height=\"284\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>The second ad takes us to a landing page featuring all dresses, the first to Strapless Dresses, relevant to the search. It’s obvious which campaign is using SKAGs, and we’d expect to see higher conversion rates from this too. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"location\">Location\u003C\u002Fh3>\n\u003Cp>80% of users use mobiles inside stores to find reviews, competitor prices etc. As PPCers, we can use this to our advantage. By looking at competitor locations eg. by going through their site and finding depot\u002Fstore\u002Fbranch locations, we can then explicitly target these in our own campaigns.\u003C\u002Fp>\n\u003Cp>Using these to our advantage, we can show ads for users searching within one of these locations, offering users a better deal with our own product.\u003C\u002Fp>\n\u003Cp>Look at locations from a competitors website eg. dealerships, and use that as radius targeting for our advertising. We can show them a better deal.\u003C\u002Fp>\n\u003Ch3 id=\"audiences\">Audiences\u003C\u002Fh3>\n\u003Cp>\u003Cspan>I’m sure we’re all familiar with using Retargeting audiences in our Search and Display campaigns. However, there are options that can help leverage ads that use user interests when they haven’t visited your site too. In-market audiences allow us to target pre-defined categories as put together by Google. As well as this, if in-market audiences don’t provide enough coverage for users interested in competitors, we can utilise Custom Intent audiences, entering our own keywords and competitor URLs for Google to define ad placements by. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>We can now target our ads to users interested in these competitors, providing an opportunity to steal some of the market share. eg. Car Brand audiences – by targeting relevant car dealerships eg. Vauxhall, we will be eligible to show our ad to customers still in their consideration buying phase. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"naughty-keywords\">“Naughty keywords”\u003C\u002Fh3>\n\u003Cp>Not that kind. By being a bit cheeky with our keyword targeting, we can help show our ads to users unhappy with a product, looking for a deal on a brands product and so on. Examples of this include “cancel it” keywords – users looking to cancel subscriptions, memberships etc. are obviously unhappy with whatever service is being provided, creating an opportunity for you to present your service as the better alternative.\u003C\u002Fp>\n\u003Cp>Another example of this is users looking for deals, discount codes or money off a brands product, again providing space to promote your own brand’s deals.\u003C\u002Fp>\n\u003Ch3 id=\"be-a-sneak\">Be a sneak\u003C\u002Fh3>\n\u003Cp>As well as using various tools such as SEMrush to see what competitors are bidding on, we can also work out competitor’s ad schedules. In the likely event of not having an unlimited budget, we can use this information to our advantage. Find times when their ad isn’t appearing, or when a competitor’s budget usually runs out by, and build campaigns for this. This way, it’s possible to dominate the market space even with an under budget campaign.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>And tha’s about it, 5 tips to steal ad space from your competitors, simple!\u003C\u002Fp>\n",{"rendered":155,"protected":207},"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":207,"footnotes":5},[1187],40,[1189],{"id":1190,"name":1191,"path":1192},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[220],[1195,102,223,224,225,227,1196,1197],"post-4362","category-ppc","collections-brighton-seo",[],[],[1201,1202,1203,1204],{"path":180,"name":181},{"path":235,"name":236},{"path":162,"name":18},{"path":189,"name":154},"Google Ads is a saturated marketplace – 64.6% of users click on ads, with only the remaining 35.4% clicking on Organic results only. Fortunately, there are ways to get ahead of competitors – Tanesha Stafford gives us 5 tips to take a bigger chunk of the market share. SKAGs For those not familiar, SKAGs, or 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SEO - Tanesha Stafford - Land Grab: How to win business from your competitors with Google PPC - 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002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=4362",[1334],{"count":107,"href":1335},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4362\u002Frevisions",[1337],{"id":1338,"href":1339},15518,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4362\u002Frevisions\u002F15518",[1341],{"href":1342},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4362",[1344,1346,1348],{"taxonomy":507,"embeddable":97,"href":1345},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4362",{"taxonomy":510,"embeddable":97,"href":1347},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4362",{"taxonomy":175,"embeddable":97,"href":1349},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4362",[1351],{"name":516,"href":517,"templated":97},{"id":1353,"date":1354,"date_gmt":1354,"guid":1355,"modified":167,"modified_gmt":167,"slug":1357,"status":19,"type":102,"link":166,"title":1358,"content":1359,"excerpt":1361,"author":209,"featured_media":1362,"comment_status":1184,"ping_status":1184,"sticky":207,"template":5,"format":211,"meta":1363,"categories":1364,"collections":1365,"coauthors":1366,"class_list":1367,"acf":1369,"head_links":1370,"breadcrumbs":1371,"url_path":166,"search_description":1376,"featured_image_urls":1377,"authors":1409,"type_nicename":285,"reading_minutes":168,"category":1419,"yoast_title":1421,"yoast_meta":1422,"yoast_json_ld":1449,"_links":1504},3978,"2018-07-18T14:03:12",{"rendered":1356},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fcross-device-considerations-ppc-managers\u002F","cross-device-considerations-ppc-managers",{"rendered":164},{"rendered":1360,"protected":207},"\u003Cp>Mobile is taking digital marketing by storm – we need to adapt if we want to survive. Erin Sagin, Google’s Global SMB Solutions Go To Market Lead, has highlighted how mobile search volume has \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2015\u002F09\u002F24\u002Fmobile-ppc-charts\">overtaken desktop\u003C\u002Fa>, where creating a strong mobile PPC strategy can be essential for driving leads and conversions. But what happens if you have a strong mobile strategy, and your data is saying mobile traffic is expensive with few conversions?\u003C\u002Fp>\n\u003Cp>Don’t panic! Businesses need to understand the role of mobile in a users’ journey to secure a lead or goal. Although it may look like mobile is costing you big money for small returns it may be that mobile is simply acting as the first (vital) touch point for your audience. Now is not the time to dismiss low mobile conversion rates and punish mobile with harsh bid adjustments, it’s the time to explore how a cross-device strategy can lead to more conversions in comparison to a solo approach.\u003C\u002Fp>\n\u003Ch2 id=\"cross-device-attribution-modelling-trust-me-its-more-awesome-than-it-sounds\">Cross-device attribution modelling (trust me, it’s more awesome than it sounds!)\u003C\u002Fh2>\n\u003Cp>We’re used to planning the customer’s journey through various marketing funnels, but how do devices feature in this? Let’s take a look at the model below (note the projected device importance to the right) and see where devices can work together to create conversions:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3979\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FJzWXEVbL-attribution-modelling-1.png?auto=compress%2Cformat&q=90\" alt=\"attribution modelling\" width=\"624\" height=\"260\" \u002F>\u003C\u002Fp>\n\u003Ch3 id=\"explore\">Explore\u003C\u002Fh3>\n\u003Cp>Whilst you still have the same ad visibility on mobile (two 30 character headings, an 80 character description, plus all your normal links and extensions), there are some important features of mobile to consider.\u003C\u002Fp>\n\u003Cp>Mobile is often used for quick queries where users may not be interested in a long research experience. A quick explore of some preliminary possibilities or a speedy search for an answer may be all the user is after. Google now displays up to three ads on any SERP, and on a mobile screen this often requires a full scroll to get past. This makes mobile ads part of some prime search real estate that you need to target. Being part of the ‘explore’ starting stage opens you up to a much larger section of the market, and will help build brand awareness that may be crucial for later brand recognition. Whilst the ‘explore’ stage can occur on desktop, the ease of searching quickly, remotely and conveniently on a mobile device makes these searches far more likely to occur on mobile.\u003C\u002Fp>\n\u003Cp>Let’s look at an example: someone’s starting to get prepared for their upcoming prom night. Everyone’s talking about what they’re going to wear but our user has few ideas. This may spark their initial search to explore, e.g. ‘prom dress trends’. This will spark a multitude of results, but your user just wants a quick look before they get to school that morning. They have a quick explore in the car to pass the time, and then bigger things crowd their day.\u003C\u002Fp>\n\u003Cp>This is the perfect opportunity to get your brand in front of your future customer. They don’t have the time or the inclination right now to boot up the desktop, but they are interested to explore what’s on offer. If you’re not on their mobile, you’ve missed a golden opportunity to let them immediately explore your brand at their convenience.\u003C\u002Fp>\n\u003Cp>Okay, I know what you’re thinking, this has not resulted in a conversion. HOWEVER, this will have increased brand awareness, which can be vital for the next stage of the funnel: consideration.\u003C\u002Fp>\n\u003Ch3 id=\"consider\">Consider\u003C\u002Fh3>\n\u003Cp>After having a quick explore on mobile, a user may decide to pursue their search interest a little deeper – whether that’s to find more information, compare brands and prices, or explore related opportunities. This means they may transfer from mobile to desktop. A larger screen can often make the consideration process quicker and more efficient. Users can click across tabs, see many more large images at once and will have often decided to spend time on this activity (it’s less likely that a user will search like this when they are preoccupied), so quick convenience at a moment’s notice is less important.\u003C\u002Fp>\n\u003Cp>Furthermore, by using an N-Gram analysis, we can see the journey of search intent along with your customer’s journey to buy from your brand. Short searches on mobile can often spark longer-tail queries on desktop, where you need to be visible at both stages, on both devices.\u003C\u002Fp>\n\u003Cp>Going back to our prom night example, our user has decided from their initial ‘explore’ that they’d like a ‘halter neck green dress’. If your brand is amongst your competitors on desktop, but you were the only one that appeared on mobile, you are bound to stand out as the friendly face amongst a sea of unknown, potentially time-wasting possibilities.\u003C\u002Fp>\n\u003Cp>It’s also important to bear in mind that your user may still have your website open on their mobile when they go back to their internet app, giving them a second dose of exposure to your brand, where the user may then decide to consider your products in more detail in a moment where they have more time to concentrate on your selections.\u003C\u002Fp>\n\u003Ch3 id=\"convert\">Convert\u003C\u002Fh3>\n\u003Cp>From a spark on mobile, to a longer search on desktop, to finally a desktop conversion. This is a frequent journey for many users. It’s essential to remember the importance of mobile in creating that initial awareness that helps to make you so much more appealing on desktop.\u003C\u002Fp>\n\u003Cp>You’re so much less likely to be in the running if they’ve not come across you on their initial or more in-depth searches.\u003C\u002Fp>\n\u003Cp>At the final stage of our prom night example, our user has decided to buy their dress from your brand. They’re delighted, and you get your conversion! By exploring briefly on mobile, considering their choices across mobile and desktop, to finally purchasing on desktop, our devices have worked together to secure the conversion.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-survive\">How to survive?\u003C\u002Fh2>\n\u003Cp>When looking at your bid adjustments, try not to be too quick to make aggressive changes. Monitor the situation to see how mobile impacts other metrics. The difficulty with this grey area is not knowing what directly impacts conversion increases, however, we can track the user journey across devices.\u003C\u002Fp>\n\u003Cp>This can be done through Google Analytics or AdWords. Since we’re looking at mobile ads, I’m gonna use AdWords to show you how to check where your leads are being pulled from when devices work together.\u003C\u002Fp>\n\u003Cp>Firstly, to see how your conversions are a result of users’ experiences with multiple devices, select the ‘Tools’ tab in AdWords. Then click the ‘Cross-Device Activity’ drop-down menu on the left- hand side and select ‘Devices’.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3980\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FscHVHjNC-croos-device-activity.png?auto=compress%2Cformat&q=90\" alt=\"cross device activity\" width=\"533\" height=\"172\" \u002F>\u003C\u002Fp>\n\u003Cp>Below shows the sort of table that will come up (provided your ads are visible across devices). Here we can see what was used to interact with an ad (e.g. click on it), and on what device that click contributed to a conversion. Here we can see that mobile created the most ad interactions, but is only attributed as responsible for 26% of conversions. This clearly shows how mobile can be a crucial step along an eventual desktop conversion, where 57% of all desktop conversions only occurred after an interaction on mobile.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3981\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FCp0U2YPq-device-conversions.png?auto=compress%2Cformat&q=90\" alt=\"device conversions\" width=\"642\" height=\"156\" \u002F>\u003C\u002Fp>\n\u003Cp>If we then look at ‘Assisting Devices’, at first glance mobile again may seem to underperform in comparison to desktop. When looking at the ‘Last Click Conversions’, desktop appears to be responsible for over 30% more conversions than mobile. However, if we look at ‘Click-Assisted Conversions’, we can see mobile was involved in 14% more ad interactions (clicks) along user conversion journeys compared to desktop. This demonstrates that mobile is likely to contribute to users’ journeys in the vital beginning stages of the conversion funnel – when they are just exploring and considering – which ultimately leads to conversions.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3982\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6I9kdDGV-assisted-conversions.png?auto=compress%2Cformat&q=90\" alt=\"assisted conversions\" width=\"624\" height=\"143\" \u002F>\u003C\u002Fp>\n\u003Cp>Finally, to see the full impact of mobile, we can track the cross-device journey of the user by clicking on ‘Device Path’. Here it is clear to see the where users have seen and interacted with your ad before converting. This can include when a user has interacted, gone away and interacted again on the same device or a different one. In the example below, Mobile > Desktop is responsible for more than double the number of conversions in comparison to Mobile > Mobile and Desktop > Desktop.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3983\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fh64jB3Gf-cross-device-conversions.png?auto=compress%2Cformat&q=90\" alt=\"cross device conversions\" width=\"617\" height=\"169\" \u002F>\u003C\u002Fp>\n\u003Cp>This shows us the importance of users seeing and interacting with ads on mobile and then choosing to convert on desktop. If we were to aggressively adjust mobile bids based on ‘Last Click Conversions’ alone, we would potentially miss out on a large volume of conversions on desktop driven by mobile.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>So, to sum up:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>> Don’t dismiss mobile: it’s valuable across the whole conversion funnel (but especially in the initial stages when users are exploring and considering).\u003C\u002Fp>\n\u003Cp>> Don’t give all the credit to the last-click: conversions are often a joint effort, that can frequently start on mobile.\u003C\u002Fp>\n\u003Cp>> Make sure you’re using smart tracking: don’t get lazy with what metrics you base your decisions on – you could be missing vital data that could be producing success in other areas.\u003C\u002Fp>\n\u003Cp>Finally, remember the real person on the other side of the screen. Make sure your ads are convenient for them to find, and that you’re there every step of the way, no matter what device they want to use. To win the best conversion rates, your devices are at their best when working as a team.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cstrong>This guide was written by Bethany Angella, a digital marketing analyst at Impression and English graduate from the University of Nottingham. Check out her website at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bethscleft.com\">https:\u002F\u002Fwww.bethscleft.com\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fp>\n",{"rendered":165,"protected":207},8070,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":207,"footnotes":5},[1187],[],[220],[1368,102,223,224,225,226,227,1196],"post-3978",[],[],[1372,1373,1374,1375],{"path":180,"name":181},{"path":235,"name":236},{"path":162,"name":18},{"path":189,"name":164},"Mobile is taking digital marketing by storm – we need to adapt if we want to survive. Erin Sagin, Google’s Global SMB Solutions Go To Market Lead, has highlighted how mobile search volume has overtaken desktop, where creating a strong mobile PPC strategy can be essential for driving leads and conversions. But what happens if 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