Data
A New Era of AI
Over the past year, we’ve seen an explosion in AI products and discussion, culminating in the recent buzz around Bing’s adoption of GPT and Google’s Bard. It’s hard not to think that we may be on the precipice of a new era. AI isn’t a new concept, but we’re now at a stage where both…
Read MoreThe Performance Marketing Fallacy
Performance Marketing and Branding are not two opposing polar forces, but complimentary. They feed each other. They are both important parts of the activation stage of marketing, with their own strategies and KPIs. The problem is that Performance Marketing is like a drug, particularly for naïve or inexperienced marketers. This means that it’s very tempting…
Read MoreDon’t Panic! Google Analytics 3 is Dead
Google really love to shake things up, and if Google Chrome’s deprecation of third-party cookies wasn’t enough, they’ve now announced they’re killing off Google Analytics v3. To be fair, Google Analytics v4 (or “GA4”) was announced in 2019, but has largely been seen as “in progress”, “beta”, and “not ready for prime time”. Regardless, Google…
Read MoreBye FLoC, Hello Topics API
Google have decided to drop the troublesome FLoC, something we had been expecting since last Summer. Instead, Google are going for yet another proprietary form of profiling/targeting baked into their Chrome browser. It looks like it may do a better job of solving the GDPR issues that were preventing EU testing, but it won’t do…
Read MoreMarketers Reaction to Google Ads Adopting Data-Driven Attribution
There have been some interesting comments (including one from myself) in the Drum this week. Let’s be realistic though, Google is clearly positioning this as a “win” for marketing, but their main driver is that it will improve the performance of generic campaigns and keywords, and mean that marketers will be more willing to invest…
Read MoreThe Future Of Marketing Attribution
Marketing attribution has always been imperfect, but as consumer behaviours continue to evolve, and the landscape shifts, perhaps the impending demise of the cookie is an opportunity to reassess and pivot. Attribution has always been a messy affair, but the objective is simple; to assess which marketing channels and creative executions are influencing consumers and…
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