GorodenkoffshutterstockData management is a key priority for business leaders. Today, few companies can operate without digital data processing. Invoices are created on computers, VAT returns are filed online, and legal requirements such as the UK GDPR and the Data Protection Act 2018 are growing.…
Roman SeliutinShutterstockTracking pixels are powerful tools for capturing user behaviour in a simple yet effective way, making them valuable for online marketing. These tiny, invisible graphics are easy to integrate and run quietly in the background with minimal resource usage. However, to ensure GDPR…
faithieShutterstockWhat is sentiment analysis? Sentiment analysis is a machine-based technique for detecting emotions and opinions in text. It examines written content to gauge people’s attitudes toward a particular product or brand. These insights can be used to tailor marketing campaigns better.…
metamorworksshutterstockGoogle Analytics offers various ways to attribute website visits to specific sources. One of them is UTM parameters, which you append to your campaign links and then evaluate in Google Analytics. We explain how google UTM tracking works, what UTM parameters exist, and how to…
Elena KharichkinaShutterstockThe AIDA model is fundamental knowledge in advertising effectiveness research. The schematic representation of the purchase decision process in four successive phases is seen by some as a brilliant reduction to the essentials. Others consider it an outdated simplification that…
BeauStockerShutterstockIn the online business, you can’t avoid various performance metrics to realistically evaluate your company’s success or failure. Not only in e-commerce but also in publishing, analysis tools are used to develop optimisation strategies based on diverse KPIs and to get the most out…
sdecoretShutterstockThere’s a growing number of tools enabling AI-driven data analysis. Artificial intelligence helps process and analyse even large, complex datasets efficiently. In this article, we’ll explain how artificial intelligence for data analysis works, the areas where it’s most impactful,…
PeshkovaShutterstockArtificial intelligence has fascinated us for centuries: But how do machines actually become so smart, and what is machine learning exactly? In this article, we explain how machine learning works in detail, where it is already used across industries, and how self-learning systems…
kentohShutterstockThe volume of global data increases by about 40 percent each year, and companies are eager to tap into this steady rise of digital data in order to grow their business online. However, big data alone doesn’t provide insights. This is where data mining comes into play. These…
sdecoretShutterstockServer-side tracking is a data collection method in digital marketing where user data is processed on the server of the website operator instead of in the end user’s browser. This allows various types of user interactions on a website such as clicks, page views, form entries and…