The murky issue of user trust and tracking in digital marketing is making headlines again. This time, Apple has updated its own tracking method in a move that is sure to compel vendors to rethink how they track users. Most vendors use a range of cookies to track users, with a view to not only […]
Siloed data is a serious challenge for many hotels. Reservation records may sit in the booking engine, restaurant and bar spend in another system, spa and leisure bookings elsewhere, and marketing activity in separate online advertising and analytics platforms. In a market dominated by online travel agencies (OTAs), how can hotels get more value from […]
What happens when your web analytics team evolves into a breakthrough center of excellence? You double down, re-imagine the possibilities, and give it the freedom to create transformative, data-driven change for your clients. So, we’re delighted to announce the launch of Proove Intelligence, our specialized analytics practice that activates under-utilized client data to drive iterative, […]
We’re travelling more than we ever have before. According to the United Nations World Tourism Organisation (UNWTO), there were 1.4 billion international tourist arrivals in 2018, half of which (713,000,000) were to Europe. By comparison, there were only 25 million tourist arrivals when records began in 1950. Economic factors are the leading driver in this […]
Econometrics is an applied science that extracts quantifiable relationships (called estimators) in observable economic data. Simple enough, right? The problem is that we’ll never be able to nail these relationships down exactly, so the game is to use available data to uncover reliable estimators to be used in models that explain what we see and […]
Over the last 15 years, we have helped brands plan, implement, and operate their marketing technology ecosystems—and Adobe, as the recognised market leader in enterprise digital solutions, has been at the centre of most of these engagements. So, we’re proud to announce that DAC is now a Business Level Solution Partner for the Adobe Experience […]
In marketing agencies, there are two kinds of numbers people: those who make reports, and those who ask for them. Regardless of which group you belong to, 2018 will be a year where you should start feeling the impact of cloud-based business intelligence (BI) tools like Tableau, Power BI, Qlik Sense and the now-free Google Data Studio. I say “should” because your organisation may not yet be willing to take the BI plunge next year. I get it — coming […]
Last week I went to the Data Driven Business conferences, which are essentially eMetrics, Conversion Conference, and Predictive Analytics World all at the same venue in London. In terms of analytics maturity, I would say that eMetrics was more intended to deliver the business value of data analytics to a wide audience, Conversion Conference was […]