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.
Nike’s DTC strategy in 2025 is a case study in what happens when a brand confuses channel control with commercial advantage. After aggressively pushing direct-to-consumer from 2020 onwards, cutting wholesale partners and betting heavily on its own apps and digital ecosystem, Nike has spent the past two years quietly reversing course, rebuilding retailer relationships, and…
Marketing ROI analysis is the process of measuring the financial return generated by marketing activity relative to what was spent. Done well, it tells you which channels are earning their keep, which are coasting on correlation, and where reallocation would actually move the needle. Done poorly, it gives you a number that looks clean on…
Call attribution is the process of connecting inbound phone calls to the marketing channels, campaigns, or keywords that generated them. Without it, every call that comes into your business is a black hole in your reporting, and any channel that drives phone enquiries looks undervalued compared to channels that convert entirely online. For businesses where…
Adobe Customer experience Analytics is a cross-channel analytics platform built on Adobe Experience Platform. It stitches together data from multiple sources, including web, mobile, CRM, and offline touchpoints, to give marketing teams a connected view of how customers move through their interactions with a brand. For enterprise teams running complex, multi-channel programmes, it offers genuine…
A double funnel is a marketing framework that runs two distinct conversion funnels simultaneously: one focused on acquiring new customers through awareness and consideration, and one focused on retaining and expanding existing customers through loyalty and repeat purchase. Where a single funnel treats all prospects as if they are on the same path, the double…
A double funnel marketing strategy runs two parallel funnels simultaneously: one focused on capturing existing demand from buyers already in-market, and a second focused on creating future demand among buyers who are not yet looking. Most B2B companies run only the first and call it a full-funnel strategy. It is not. The distinction matters because…
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