Conor Maurice

Ecom Brands: 10 Common Data Issues We Come Across 1/ Attribution Missteps Relying on outdated MTA tools or last/first touch attribution instead of contribution and incrementality models. This can lead to wasted ad spend. Start with simple geolift (MMT) and hold-out tests to measure incrementality. Understand that not all channels can be tracked w/ click-based tools. 2/ Pixel Problems Incorrect, duplicative, or missing ad pixels lead to inaccurate data collection. Audit your pixels monthly for accuracy. GA, Meta, Google, TikTok, Affiliate platforms, etc. 3/ Server-side Tracking Not using server-side tracking, resulting in signal loss and hindering ad optimization. You can be losing 20-30% of your conversions w/o proper SS setup. 4/ Excel Hell & Reporting Inefficiencies Manual and infrequent updating of reports, often trapped in spreadsheets. Automate common reports. Even basic KPIs updated daily for the team will be a big win. 5/ Product Catalogs are Stale Bloated or incorrect product feeds with outdated information and mismatched pixel data. Audit your catalogs frequently. Segment your feeds. Setup alerts. Use a centralized feed source or vendor to streamline updates. 6/ UTM Inconsistencies Poor campaign and UTM naming standards make performance breakdowns difficult. Create a standards document and ensure that all your marketers and agencies use it religiously. 7/ Customer Data Fragmentation Lack of a single source of customer truth, with customer and 1P data spread across various systems. Start to ingest your 1P data into a data warehouse. You should own and know how to govern your customer data. 8/ KPI Blindness Limited understanding of critical metrics like New Customers, LTV, MER, Contribution Margin, CAC... Knowing which to use and when. Understanding driver trees and ensuring your team knows the key metrics for their channel. 9/ Inaccurate Forecast Failures Poorly constructed forecasts or a complete lack of forward-looking projections. Even a basic forecast, shared across the team will help. 10/ Data Silos Isolated data and poor transparency across different teams and departments. Centralize datasets, KPIs and reports where possible. Better communication and data access. The good news is that fixing these issues is 25% technical cleanup and 75% education/process improvement. What other data challenges do you face in your e-commerce operations? #ecommerceanalytics #dtcmarketing #measure #ecommerce

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New Google Ads Account? Your match-type strategy matters: 𝗦𝗺𝗮𝗹𝗹 𝗯𝘂𝗱𝗴𝗲𝘁: 🔽 Start exact match 🔽 Manual bidding 🔽 Build query data 𝗕𝗶𝗴 𝗯𝘂𝗱𝗴𝗲𝘁: 🔼 Mix broad + exact 🔼 Auto bidding 🔼 Faster scaling Simple but effective. Need help? DM me 👋 ***** 🖐️ I'm Victoria, founder of TLC Ads, a UK-based PPC lead generation agency. 🤬 Fed up with disappointing lead generation results? Feeling ignored by your current agency? Get in touch. We do things differently. 🖥️ If you're spending (or wanting to spend) £2k+ a month on Google Ads, drop me a DM and we'll arrange a coffee or an online chat!

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Measurement’s a mess! Nearly two thirds of advertisers in the UK and USA still rely on last click attribution to optimise campaigns. And that’s not just a little bit sub-optimal. It’s very costly.💰 If you choose using last click, you miss channels that work earlier in the purchase journey, even when they are the best thing for you. The middle pie is data from Analytic Partners – it shows that with last click, you miss out on 35% of possible sales achievable for your budget. We get it, it’s understandable, last click is sticky. Perhaps you’ve made decisions using it in the past and it would be a climb down to change them now. Or, maybe it’s just that the numbers are always there and changing for something else would mean less or slower access to intel. But it gets the answer wrong. It’s no wonder the right-hand pie shows 40% of marketers are worried about measurement. If you’re one of them, and you want a simple run down of why it’s a problem, how to fix the mistakes your business might have made in the past, and what to do instead, you need our course Scaling Up Works. 🚩 It starts 15th October, and you can sign up here: https://lnkd.in/e9h5H3vy. For group bookings or questions, contact Imogen Howard via [email protected] For marketing analytics and econometrics consultancy contact [email protected] #marketing #data #training

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Measurement’s a mess! Nearly two thirds of advertisers in the UK and USA still rely on last click attribution to optimise campaigns. And that’s not just a little bit sub-optimal. It’s very costly.💰 If you choose using last click, you miss channels that work earlier in the purchase journey, even when they are the best thing for you. The middle pie is data from Analytic Partners – it shows that with last click, you miss out on 35% of possible sales achievable for your budget. We get it, it’s understandable, last click is sticky. Perhaps you’ve made decisions using it in the past and it would be a climb down to change them now. Or, maybe it’s just that the numbers are always there and changing for something else would mean less or slower access to intel. But it gets the answer wrong. It’s no wonder the right-hand pie shows 40% of marketers are worried about measurement. If you’re one of them, and you want a simple run down of why it’s a problem, how to fix the mistakes your business might have made in the past, and what to do instead, you need our course Scaling Up Works. 🚩 It starts 15th October, and you can sign up here: https://lnkd.in/e9h5H3vy. For group bookings or questions, contact Imogen Howard via [email protected] For marketing analytics and econometrics consultancy contact [email protected] #marketing #data #training

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apparently almost two thirds of advertisers in the UK and US rely on last click attribution models - models that vastly underestimate media further up in the awareness and brand consideration funnel (media like TV!). if you're relying on last click attribution, you're not maximizing your media plan and you're likely missing out on sales.

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Mutinex FAQs: Is it really that much more effective to build my marketing investment plan based on revenue drivers and optimise towards ROI than it is to just keep planning based on media metrics? So we did the numbers. If you're still making a media plan based purely on metrics like reach, impressions and cost per click then you could be missing out on more than 25% of sales. We said what we said 🎤

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Are your Meta Ads failing to convert? Here's where you're going wrong.... Charlotte, our Junior Paid Media Executive, gives us her 5 actionable tips to increase your CTR, covering: ⚡The ideal visuals ⚡How your headlines should look ⚡How best to use the call to action button ⚡Importance of audience targeting ⚡How to select the right campaign objective #metaads #paidmedia #paidmediatips

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Just 2 more days - will I see you in Köln? I'll be there with the Digiseg team. Curious about any of these, get in touch! ➜ Cookieless targeting that scales ➜ Adding real-world data to your 1P audiences ➜ Simple, cost-effective campaign measurement

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Really interesting data in the latest report from Fospha with TikTok being hugely under-reported on Google Analytics This often leads to companies looking at top line metrics in GA and saying TikTok isn't working. It's very rare that someone is logged into TikTok on mobile and desktop (unlike Meta) which makes tracking much more difficult, especially if you're using a blunt and biased tracking instrument like GA. The report also shows that TikTok massively outpacing the competition as a platform for new customer acquisition. We know TikTok is increasingly becoming a popular platform for product discovery, even overtaking Google for some cosmetics and apparel searches! TikTok has seen a growth of 170% in the past 12 months compared to Meta at 66%. I appreciate it was starting at a lower base but it's great to see the investment continue to rise on the platform. The report also outlines that TikTok shows an impressive +12% relative ROAS. What's interesting here is that TikTok retained a strong relative ROAS despite spend levels nearly tripling in a year meaning that TikTok spend can scale with performance not dropping (if you're tracking correctly)! Quick summary: ✅ TikTok continues to grow in terms of brand ad spend faster than other channels ✅ TikTok attribution is hugely under reported in GA ✅ More brands advertising on TikTok means your competition is higher ✅ Still the most important thing for TikTok ads is the creative - even moreso with greater competition on the platform I've put a link to the report in the comments, well worth a read! #tiktok #tiktokmarketing #tiktokstrategy #ecommerce

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🚀💡 Maximizing Impact with Small Budgets in Google Ads 💡🚀 Having worked with clients with every budget range over the last ten years I understand the challenges of working with limited Google Ads budgets. When every euro counts, there's no room for error. You need to know how to help your agency optimise and make the most of every cent: Perfect Your Product Feed: Ensure your product data is accurate and up-to-date. This enhances your visibility and relevance in searches. 1️⃣ Craft Compelling Copy: Your ad copy must be sharp, engaging, and tailored to your audience's needs. Stand out with strong, clear messaging. 2️⃣ Optimise Landing Pages: Ensure a seamless experience from ad click to conversion. Your landing page should be relevant, fast, and user-friendly. 3️⃣ Refine Your Messaging: Consistency is key. Align your ads, landing pages, and overall brand messaging to create a cohesive and persuasive narrative. One common trait we often see in ad accounts we inherit is inefficiency due to unoptimised elements. Every mistake you make burns money, so it's crucial to optimise every aspect of your campaigns. By focusing on these elements, you can drive better results, even with a smaller budget. Many of the accounts we take over have been plagued by poor product feeds, weak ad copy, subpar landing pages, and inconsistent messaging. These issues not only waste precious budget but also hinder overall performance. By addressing these pain points, we've helped our clients transform their campaigns and achieve remarkable results. Let’s turn these challenges into opportunities. With meticulous optimisation, we can make your marketing money work harder and smarter! 💪📈 #DigitalMarketing #GoogleAds #ClientSuccess #MarketingTips #Optimise #SmallBudgetBigImpact

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Our latest blog explores everything you need to know about Google Ads experiments and how they can help optimise and improve many different aspects of a Google Ads account via A/B testing. Check it out and let us know what you think. Do you often use Google Ads experiments? #googleads #googleadsexperiments #ppc #ppctesting #ppcagency #googleadsagency https://lnkd.in/ep-YUJf3

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Join Dan, co-founder of PPC Geeks, as he explores the transformative power of Google Ads for brands poised to leverage it effectively. 🌟📈 Learn why Google Ads is a crucial investment for the right brands, which types thrive on this platform, and the key UK demographics it targets. #GoogleAds #DigitalMarketing #BrandGrowth 🚀💼

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TESTWORLD - A 100% AI generated podcast, not that you'd be able to tell. It's an experiment, a trial. Don't shoot me if you don't like it 😂. But hopefully gives you another way to consume our really dense articles like long blog posts, help docs, etc., aimed more at people prefer to learn by listening than reading. Let me know what you think! Available now on Spotify, Apple, Youtube or wherever else you find your podcasts probably. #TESTWORLD by Webtrends Optimize

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Advertisers: with PII comes great responsibility. Here's how to prioritise ethical targeting with a method that performs between 1.5-4x better than other targeting methods we tested. SmartCompany article by Audience Group Director James McDonald: Privacy and first-party data - How to make ethical targeting possible https://lnkd.in/gb8mTUGb #advertising #data #marketing #privacy

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Big news in the world of digital advertising! Google Ads' new Brand Controls are here, and they’re set to make a huge difference in how we manage our campaigns. 🌐 Here’s a quick breakdown: 🎯 Precision Targeting: Choose exactly where your ads appear, avoiding unsuitable content and optimising your budget for specific audiences rather than a broad search! 🛡️Enhanced Brand Safety Keep your brand’s integrity intact with more control over ad placements. ⚙️Customisable Settings: Tailor your ad strategies like never before, balancing reach and safety. If you’re focused on maintaining brand integrity while maximising reach, these tools are a game-changer! To learn more about industry news and changes in the digital sphere, take a look at our blog for regular updates: https://lnkd.in/efbYzEAG 🤝 #Google #GoogleAds #DigitalMarketing #VOVODigital

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Core Question: (1) How can retail media networks align their measurement offerings with the evolving needs of buyers to drive industry growth?

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