Given the ever-multiplying number of marketing channels, today’s marketers must be able to tangibly evaluate their investments in each campaign, in order to determine which marketing mix combinations work best.
The decreasing cost of data storage and the arrival of new cloud-based technologies have lowered the barrier to entry for big data projects. Many companies are jumping in, often with the same goal: develop an in-depth understanding of customers to better anticipate and address their needs.
Data analyst Denis Dupouy talks about the challenge of identifying unique visitors across different devices used, and how digital analytics makes it possible to unify measurement across digital platforms and devices (mobile, tablet and desktop).
This week, two more digital analytics professionals give us a look at their companies’ data-related goals and challenges: Michael Vuillaume, head of SEO & web analytics at Le Point news magazine, and Denis Rousseau, digital analytics consultant at Schneider Electric.
What are the challenges related to data and digital analytics at a major daily newspaper? Find out from Marion de Cisternes, who manages digital analytics at Le Parisien, a leading newspaper in France.