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What is conversion? The ability to drive traffic to your website and get that traffic to perform an action, you as a business consider a successful completion of a goal. It is one of the most important aspects of digital, as this is how a business makes money. One of the challenges of conversion overall – without even trying to optimize it, is the fact that it is part art and part science. What does this mean? It means that someone needs to be able to switch between creativity and logic, in order to create a conversion pathway and framework.…

I recently spoke at the Women in Digital and Technology 2019 and as promised, I am sharing what I presented then, on here. To start with, I really believe in women supporting other women, career wise. Especially in the digital/technology spheres, which can be scary for females to enter due to it being still a heavily male dominated industry. What drives us? People are driven by different things: love, power, money, knowledge, recognition, people, belief and so many more.Β  What has driven me throughout life and my career is curiosity. I am naturally curious person, because I like to know…

This is not a real job. How many times have you heard this if you are actually a blogger or Instagrammer? On the other hand, how many times have you thought/said this, if someone told you ‘I am a Blogger/Instagrammer’? It is quiet funny how people react to a digital skill – many times they undermine it. Many times they also think it is free because they do not understand how much time and effort goes into creating digital content be that for Instagram, v/blog or youtube. I decided to write this post and go through what it actually takes…

One of my favourite conversations in digital is about attribution. Leading a cross channel team, allows me to see first hand, how channels can argue over who contributed more than the other for that sacred conversion. Once a conversion happens, everyone wants the credit for it: offline, search, display, remarketing, email etc… The question is – is there 1 right answer to which channel deserves the credit? And the answer is – there is no perfect answer. Many companies will come and try to convince us that their attribution solution is the silver bullet. Gold dust sprinkled on top of…

If I had a pound for every time I heard the sentence ‘Prove the ROI for social’. Social is a digital channel but measuring it is slightly different than measuring a Display or PPC campaign. The later 2 can be measured relatively easily. And then we can go on, and create a fancy attribution model for tens of thousands (if not hundreds) of pounds, to show us exactly how many pennies should we allocate to each channel. Then there is social, and yes it can be included in the attribution model and depending on the industry its weighing will be…