A data-driven approach drives business – and reduces marketing costs

A “data-driven approach” is not just another buzz word, It’s a solid approach to getting the most out of your marketing investment – and optimizing its impact on your business. Learn these 5 guiding principles of a successful data-driven approach. 1) Understand your customers and their needs If you want to make your customers happy, you need to know them and their needs. The more data you collect about them, the better. But if your customer base is large, having individual profiles may be tough to manage. In that case Read more…

Web centralization vs. localization – where to place the cursor

Most international companies face the same dilemma: should we set up and manage our online presence centrally? Or should we let our local teams take responsibility? The answer is probably somewhere in the middle. It makes a lot of sense to design your end-to-end online user experience centrally, including navigation, information structure, page design, etc. Setting up centrally, then deploying locally certainly drives savings vs. starting from scratch in each country. Another great benefit is ensuring a consistent brand experience across countries. The next logical question then is, what is Read more…

Top 25 website KPIs your company should be monitoring

Today’s web tracking solutions track a very large number of key performance indicators (KPIs). They help companies like yours understand the people visiting your websites, the way they consume your content and how they drive business for your company. However, many companies spend so much time creating web reporting across all these indicators, that they end up without the resources or time to analyze their findings and turn them into actionable insights to use to optimize their digital presence. If this is your company’s situation, the good news is that Read more…

“Web performance is an IT issue” … actually, it’s a business issue

Digital technologies have come far since the 90s. You’ll rarely have trouble finding technical people who can implement the services that your business and marketing teams want to provide for your audience. Of course, some things still can’t be achieved – or only at a very high cost – but it’s uncommon. Focus on your business, what you need to measure and what KPIs are essential. The technology will follow. The million-dollar question about web performance is not which technology you use to measure it but what you measure, i.e. Read more…

Digital transformation… are you on the right track?

Nowadays, most companies are leveraging the power of new technologies. They are adapting the way they engage with their audiences and, in some cases, are developing products and services specifically for online use. Still, some companies are pushing the “pause” button, wondering whether or not they’re on the right path. Is your digital transformation on the right path? Important questions to help with your assessment. Did you define clear business goals for your digital activities? Have you shared business goals across your company, in particular with your digital team? Are Read more…

Grow your business – turn Marketing and Sales into best friends!

Sales and marketing teams don’t often mingle. Yet close cooperation between these two disciplines is essential to your business. Marketing is there to help the company – and by extension, the sales force – to sell more effectively. And your sales force needs marketing projects to be more effective. Here are some approaches that Marketing and Sales can take to become allies. Get to know each other To collaborate successfully, it’s essential to know each other better. Your marketing department should have a deep understanding of the sales process, while Read more…

How to ensure “big data” means “big insights” for your company

Never before have companies collected so much information from their points of sale, websites, mobile apps, social networks, etc. However, the reality is that very few companies today fully leverage the power of this data. Don’t miss out! Big data is a unique opportunity for your company to gain an edge over the competition. Big data is extremely powerful. It enables you to collect large volumes of data about your audience, gain deep knowledge about them, and better address their needs. How well is your company leveraging the power of Read more…

Digital dashboards make it easy for your teams to get analytics

Nowadays, most companies use web tracking solutions (Google Analytics, Omniture, AT Internet or others) to collect large volumes of data on the usage of their websites and mobile apps. And most of their employees have access to these web tracking solutions to set up reporting. So you would expect that all employees are empowered with key analytical data, are analyzing them, and turning them into key actionable insights to optimize the company’s digital presence. In some cases, it’s true – but not always. Why? To understand this phenomenon, let’s analyze Read more…

5 rules for a successful client and marketing agency partnership

The relationship between a client and its marketing agency is not always smooth sailing. We are often asked about the secret to a successful partnership. In our 20 years of experience, both on the client’s side and the agency’s side, we’ve learned 5 golden rules for a successful partnership. Why is that critical? Because in most cases, successful partnerships lead to successful projects that have significant impact on the client’s business. 1. Clearly share business goals across all teams, client and agency-side. How do you measure your business? What is Read more…

Is your digital strategy really supporting your business?

Digital transformation is at the heart of business’s strategic priorities. Whether it’s because companies fear to be uberized or whether it’s a desire to enjoy the fruits of the ongoing paradigm shift, the impulse for change is now well established. That being said, companies must ask the right questions before committing significant resources and budgets to their digital transformations. What are the business goals of your digital strategy? Clearly define the objectives of your digital strategy – visibility and awareness, revenue growth, loyalty, etc. – and establish priorities. If you’re Read more…