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Data-Driven Marketing

Measurement engineering: first-party data, CDPs, identity resolution, and the difference between attributed and caused.

27 articles
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3 authors avg 19 min last updated 29 Jul 2026

All posts AI & Technology 7 Brand Loyalty 5 Collaboration 1 Consumer Insights 2 Consumer Privacy 8 Acquisition 8 Data-Driven Marketing 27 E-Commerce Trends 3 Emerging Technologies 0 Ethical Marketing 5 Marketing Strategies 6 Measuring Performance 4 Omnichannel 2 Open Banking 5 Personalization 24

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01 Marketing Incrementality Testing: Holdouts, Lift and Geo Experiments Measure incremental marketing effects using customer holdouts, channel tests, geo experiments and lift studies, then connect results to budget decisions. İlkem Erul · 2 Oct 2025 · updated 29 Jul 2026 · 23 min 02 Customer Data Platforms: Architecture, Implementation and ROI Decide whether you need a CDP, compare packaged and composable architectures, and implement governed profiles, audiences, activation and measurement. İlkem Erul · 25 Sept 2025 · updated 29 Jul 2026 · 20 min 03 Zero-Party Data: Collection, Validation and Responsible Use Design quizzes, preference centres and progressive profiling that collect useful customer-declared data with clear value, validation and customer control. İlkem Erul · 23 Sept 2025 · updated 28 Jul 2026 · 25 min 04 CRM-Driven Marketing: Data, Workflow and Personalisation Improve CRM records, lifecycle states, permissions, workflow, adoption and reporting so marketing, sales and service teams can act consistently. İlkem Erul · 16 Sept 2025 · updated 29 Jul 2026 · 21 min 05 First-Party Data Strategy: Collection, Activation and Measurement Build a first-party data programme covering instrumentation, identity, permissions, activation, match rates, incrementality, data quality and operating cost. İlkem Erul · 9 Sept 2025 · updated 28 Jul 2026 · 24 min 06 Conversion Rate Optimisation: Research and Diagnosis Define conversion events, validate funnels, combine analytics and customer research, prioritise evidence-led hypotheses and specify testable interventions. İlkem Erul · 4 Sept 2025 · updated 29 Jul 2026 · 23 min 07 B2B SaaS Marketing: From Trial to Enterprise Discover data-driven B2B SaaS marketing strategies that drive enterprise success. Research-backed insights, performance metrics, and proven frameworks for sustainable gr… Camille Durand · 2 Sept 2025 · updated 23 Feb 2026 · 18 min 08 Conversion Rate Optimization: Testing & Scaling Master conversion rate optimisation with A/B testing frameworks and statistical significance. Data-driven guide with real case studies and proven methods. Camille Durand · 28 Aug 2025 · updated 23 Feb 2026 · 15 min 09 Marketing Analytics Stack: Architecture and Requirements Design a marketing analytics architecture covering collection, transformation, experimentation, causal analysis, reporting, quality and governance. İlkem Erul · 26 Aug 2025 · updated 29 Jul 2026 · 20 min 10 Fighting Filter Bubbles With Content Diversity Learn evidence-based strategies for personalisation without filter bubbles. Strategic content diversity, measurement frameworks, and balanced recommendations. Camille Durand · 21 Aug 2025 · updated 23 Feb 2026 · 18 min 11 Personalisation Attribution: Uplift and Treatment Effects Learn why attributed conversions do not establish personalisation impact and how holdouts, uplift models and treatment-effect methods evaluate incremental response. İlkem Erul · 19 Aug 2025 · updated 29 Jul 2026 · 32 min 12 Identity Resolution: Methods, Accuracy and Privacy Compare deterministic and probabilistic identity resolution, measure precision and coverage, manage false matches and select appropriate uses. İlkem Erul · 14 Aug 2025 · updated 29 Jul 2026 · 22 min 13 How to Win Budget for Personalization in a CFO's Language Learn proven frameworks to secure personalisation budgets by speaking CFO language. Get ROI models and financial arguments that show a 40% revenue advantage. Élodie Claire Moreau · 7 Aug 2025 · updated 29 Aug 2025 · 13 min 14 B2B Personalisation Metrics That Move the Needle Discover B2B personalisation metrics that actually drive revenue growth. Learn account-level measurement frameworks that connect marketing to pipeline acceleration. Camille Durand · 31 Jul 2025 · updated 23 Feb 2026 · 16 min 15 Personalisation Roadmap: Deliver Q4 2025 Results Plan a personalisation roadmap that delivers by Q4 2025. Prioritise use cases, choose tech wisely, and track gains to revenue. Élodie Claire Moreau · 29 Jul 2025 · updated 23 Feb 2026 · 15 min 16 Behavioral Data Personalisation: A Strategic Guide Learn behavioral data personalisation strategies that increase conversions by 19%. Practical implementation guide with real case studies from leading brands. Élodie Claire Moreau · 24 Jul 2025 · updated 23 Feb 2026 · 21 min 17 Cross-Team Collaboration for Personalisation Projects Run personalization projects that ship. Roles, rituals, and workflows that deliver results across teams. Élodie Claire Moreau · 17 Jul 2025 · updated 23 Feb 2026 · 20 min 18 Choosing a Personalisation Platform That Delivers Complete guide to choosing personalisation platforms that deliver measurable results. Expert analysis of features, costs, and real case studies from top brands. Élodie Claire Moreau · 15 Jul 2025 · updated 23 Feb 2026 · 19 min 19 Business Cases for Personalisation: Convert Sceptics Build a personalisation business case that lands. Tie use cases to revenue, mitigate risk, and show credible ROI. Élodie Claire Moreau · 10 Jul 2025 · updated 23 Feb 2026 · 18 min 20 Data-Driven Segmentation for Marketing Performance From RFM to predictive models: build segments that lift ROI. Methods, tools, and real‑world case studies. Camille Durand · 3 Jul 2025 · updated 23 Feb 2026 · 13 min 21 AI vs Rule-Based Personalisation: What Drives Results AI vs rules: which drives ROI? A clear comparison with 7 case studies and implementation guidance. Élodie Claire Moreau · 1 Jul 2025 · updated 23 Feb 2026 · 14 min 22 Customer Segmentation for Personalised Marketing Build a segmentation framework that boosts conversion. Step‑by‑step approach with case studies and tools. Camille Durand · 24 Jun 2025 · updated 23 Feb 2026 · 14 min 23 Loyalty Programme ROI: A Data-Driven Foundation Master loyalty programme ROI measurement with proven frameworks, real case studies, and advanced attribution techniques for data-driven results. Camille Durand · 19 Jun 2025 · updated 23 Feb 2026 · 14 min 24 Value-Based Segmentation: What It Means for Personalisation Prioritise customers by value, not demographics. Implement VBS and lift ROI with practical playbooks. Camille Durand · 20 May 2025 · updated 8 Aug 2025 · 12 min 25 Cross-Platform Purchase Data: Integration and Quality Reconcile orders, payments, products, returns and customer references across platforms to create reliable purchase-data products for analysis. İlkem Erul · 5 May 2025 · updated 29 Jul 2026 · 20 min 26 Data-Driven Segmentation for High-Value Consumers Unlock marketing success with data-driven segmentation. Target high-value consumers and convert raw data into actionable insights for growth. Camille Durand · 9 Mar 2025 · updated 23 Aug 2025 · 12 min 27 The Power of Data-Driven Marketing in E-Commerce Unlock data-driven marketing in e-commerce. Leverage customer data and advanced tools to boost growth, optimize ROI, and enhance experiences. Camille Durand · 24 Dec 2024 · updated 29 May 2025 · 35 min

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AI and Technology in Marketing 7 Brand Loyalty and Customer Engagement 5 Collaboration and Partnerships in Marketing 1 Consumer Insights and Behavior 2 Consumer Privacy and Data Ethics 8 Customer Acquisition and Retention 8

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