If you cannot measure it, you are guessing. Marketing analytics, conversion rate optimisation, and funnel architecture turn intuition into evidence and evidence into better decisions.
The gap between good marketers and great ones is usually data literacy. Not dashboards and vanity metrics, but knowing which numbers actually predict outcomes and which ones just make reports look busy.
A direct to consumer strategy is a commercial model where brands sell to end customers without relying on retail intermediaries, giving them control over pricing, data, customer experience, and margin. Done well, it creates compounding advantages. Done poorly, it becomes an expensive customer acquisition treadmill with no floor under the unit economics. The gap between…
The Gartner Magic Quadrant for analytics platforms is one of the most referenced documents in enterprise technology procurement. It positions vendors across two axes, execution and vision, and places them into four quadrants: Leaders, Challengers, Visionaries, and Niche Players. For senior marketers and technology buyers, it functions as a shortcut, a way to narrow a…
Direct to consumer advertising is the practice of marketing products or services straight to end buyers, cutting out retailers, distributors, and intermediaries. Done well, it gives brands control over their message, their data, and their margin. Done poorly, it burns cash at scale while confusing activity for progress. Most DTC brands get the channel mechanics…
A data analytics strategy is a structured approach to deciding what you measure, why you measure it, and what decisions that measurement is supposed to inform. Most teams skip this and go straight to the tools, which is why they end up with dashboards full of numbers that nobody acts on. The problem is rarely…
The Gartner Data and Analytics Summit 2025 brought together data leaders, analytics practitioners, and technology buyers to work through the questions that actually matter in modern marketing measurement: what do we trust, what do we build, and what do we stop pretending is working. If you cut through the vendor noise and the keynote theatre,…
An analytics operating model is the framework that defines how your organisation collects, interprets, and acts on marketing data. It covers who owns what, how data flows between tools and teams, what gets measured and why, and how insights connect to commercial decisions. Without one, even the most sophisticated analytics stack produces noise rather than…
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