[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Finsight-tools-to-supercharge-your-digital-marketing-strategy":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":13,"coauthors":14,"class_list":16,"acf":27,"head_links":534,"breadcrumbs":535,"reading_minutes":170,"category":543,"head":547},"2022-12-20T11:16:32",{"rendered":6},"\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",false,"standard",[10,11,12],39,284,41,[],[15],106,[17,18,19,20,21,22,23,24,25,26],"post-20600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-digital-strategy","category-measurement",{"page_content_modules":28,"hero":175},[29,126],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"Selecting insight tools to supercharge your digital marketing strategy",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},28,"\u002Fabout\u002Four-team\u002Fgreg-holland\u002F","Greg Holland","Associate Director - Strategy","Associate Director - Strategy, with a love for data-driven analysis. Puts the \"fun\" in \"conversion funnel.\"","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",{"full_bio":42,"job_title":38,"specialist_service_links":43,"photo":70},"\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",[44,62],{"page":45,"link_text":50},{"ID":46,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":61},221,"98","2020-12-18 15:16:14","","PPC","publish","closed","ppc","2026-02-25 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We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161],{"name":162,"image":163},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":151,"name":152},{"type_key":18,"title":166,"excerpt":167,"to":168,"postedAt":169,"readingTime":170,"image":171,"authors":172,"category":174},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. 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Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":49,"title_override":49,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[192,194,197,200,203,206,209,211,213,215,218,221,224,227,230,233],{"property":193,"content":190},"title",{"property":195,"content":196},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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