An Analysis of “State of the art methods for measuring mobile and digital marketing” – By Aaron Strout
Blog by Ben Van Neste
Trying to maintain with the constant advancements of this technology age can be an almost impossible task. Things are constantly changing and it’s crucial for companies seeking to stay ahead of the competition to keep up with these changes. This article by Aaron provides great insight into how analytic practices are advancing in the digital marketing field.
One good point to take away is to not look at one KPI to give you all the answers. There isn’t really a best KPI because they need to work coherently with each other which is what provides the best analysis.
There is a lot of talk about PESO analytics which is a very interesting technique. PESO actually helps with the point made before in that it combines data sources that are usually separate. This is extremely helpful as it gives more insight into the impacts from campaigns and helps build the customer journey even more.
The wild thing about this article is that it seems very relevant this day but it’s very likely that just a year from now it can have no benefit to anyone. However, companies are always looking to stay ahead so this article has some very good points for marketing managers to consider. PESO is clearly an improvement in analytics and although it could be difficult to implement it definitely needs to be considered. Companies receive massive amounts of data every second but that does a company no good at all if it isn’t understood correctly.
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