Business

  • A Successful SEO Case Study

    At Semetis, we have done plenty of SEO Audits over the years. These audits have been state-of-the-art, extensive and important. However, SEO becomes exciting and truly impactful when the audit and the strategy are brought to life.

    Generally, an audit and a strategy result in concrete recommendations. These

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  • Attribution Models - An Introduction

    Attribution (modelling) is a hot topic in digital marketing. All stakeholders have been focussing more and more on attribution: companies, agencies and especially big players like Google have been working and pushing on this subject. The “Why?” is quite clear: since measurability is the big advantage of digital marketing, it’s only logical

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  • Deliver your clients by car, not horse riding anymore

    10 years ago I joined Google. Lucky me. It was on May 2007. The term “cloud” wasn’t such a hype except internally at Google and a handful of big tech companies. Now, in early 2017, the term “cloud” reached its popularity peak in Google Trends.
  • Digital Advertising in 2017 - It’s not the same

    The digital transformation of our society has certainly impacted the advertising industry as a whole. We have come a long way since the Ad Men from Madison Avenue half a century ago. Today, our media mix is multi channel, our audience is mobile and on the go, out of home inventory is becoming programmatic, voice

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  • Enhance Ad Campaigns with Weather Data - Part 2

    Introduction

    A few months ago I wrote an article on “enhancing ad campaigns with weather data”. The goal of this first article was to explain how, from a technical

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  • How to get started with CRO experiments

    If you are working for a company which is generating online conversions, you probably already looked for ways to generate more conversions on your website. This can be done thanks to Conversion Rate Optimization. CRO is a process that will help you improve the conversion rate of

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  • How to Target B2B Audiences in SEA?

    Introduction

    In designing a marketing strategy, one of the fundamental questions is:  Who is our target?

    The answer to this question is crucial in defining the other elements of the marketing strategy (channels, messages,

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  • Is your organisation ready for Google Analytics 360?

    More and more organisations are looking into making the switch towards the Google Analytics premium version and related paid products, called the “Google 360 suite”. It is however

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  • Omni-channel measurement in retail - A case study by IKEA Belgium

    According to recent Google figures e-commerce is growing up to 3% every year within the retail industry. Despite this growth we still notice a paradox: in store traffic remains the main objective & KPI of the average retailer. This is all driven by the fact that ...

  • The infinite fragmentation, a perspective on the evolution of the digital advertising industry

    1960 to 2054 - A century of evolution for the advertising industry

    Feature films and TV series often try to project the viewer into the future (what could it look like), often high on action and adrenaline. These can also be storifications of the past (what was it like), often

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  • What is Black Friday?

    What is Black Friday and how is it impacting the advertising industry?

    If you have listened to the radio, watched TV or browsed the web in the month of November, you have heard about Black Friday. For the last couple of years (yes, it's that recent in Belgium), it is the absolute marketing buzzword of the month of November. It is

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  • Why Google leads Omnichannel Measurement ?

    The launch of the Store Visits in Google Analytics

    Big News! You might have heard it. Recently Google released a new beta feature: “Store Visits” for Google Analytics. What is it? Long story short, it allows to measure the link between website sessions and in-store visits.

    How does it work from a technical point of view ?

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