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Sometimes, the problem does not begin when traffic falls. It begins when there is too much of it…
“Don’t give AI ideas” is starting to sound less like a joke when we see agents accessing unexpected…
Calculate return, net profit, cost per lead, cost per customer and closing rate to assess whether a campaign genuinely deserves more budget.
It tells you how much return the campaign generates relative to the investment. It is useful for deciding whether to scale, maintain or cut a channel.
Having leads is not enough. If the cost per lead or customer is too high relative to your margin, the campaign is losing quality.
A low close rate may indicate an issue with the channel, offer, messaging or sales follow-up, not just traffic.
Many organisations have dashboards full of figures on visits, clicks, conversions, time spent or satisfaction. However, having more data does not mean…
We increasingly make decisions with the help of an automatic recommendation.A platform chooses which video we will watch next. An app suggests how to reply to…
There comes a point in many organisations when the conversation about marketing moves to another room. It is no longer confined to the communications team, the…
Sometimes, the problem does not begin when traffic falls. It begins when there is too much of it.That is what happened when reviewing the data from a client’s…
