Marketing

  • 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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  • Can a robot do my job?

    TLDR

    Yep, you’re doomed!

    The longer story

    The question “Can a robot do my job?” or the darker variation to that question “Will a robot take my job?” has been asked in fear for many times in history. Every time a technological advancement was made, people were afraid it would take their jobs. Sometimes they were

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  • Carglass - Data-Driven creativity & automation as a basis for exponential ROI growth

    Introduction

    When people are confronted with a broken car window their first reflex is often to go to the Carglass website and start registering their case. However, we saw that funnels are often abandoned, even though people have damaged windshields.

    This is unfortunate for Carglass because people seem to lose the urgency

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  • 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 search is trending, we monitor

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  • Doritos - For the Bold

    The global Doritos slogan is ‘For the Bold’, this because it focuses on a very young target group (16-24-year-olds). However, in Belgium the brand did not have strong connotations with boldness, so we had to install the ‘For the Bold’ concept by creating a push brand awareness campaign with limited budget/resources in the first phase. Based on

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  • Google Shopping: Google opens doors to non-Google Comparison Shopping Services (CSS)

    In 2017 Google was condemned by the European Commission to a record fine (2.4 billions Euros) for abuse of dominant position in the context of shopping search results.

    Why ? Because the European Commission estimated that Google was putting forward his own products in the search results (ie: Google Shopping Ads) to the detriment of

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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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  • Store Visits & Offline Conversions

    Introduction

    Over the last couple of years we have been hearing a lot about 2 important challenges:

    1. The big switch in Internet device consumption
    2. The challenge of integrating online & offline environment

    Actually, those two challenges have never been so close to each other. In fact,they

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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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  • Year in Search 2017: These were the biggest trends & changes

    This report highlights some of the biggest search trends impacting the industry in 2017. The trends revealed deliver influential insights for advertisers to respond and adapt their strategies accordingly. In a nutshell, smartphone usage is still transforming our world. Technology is growing at an exceptionally quick rate changing the customer

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