Digital Marketing & CRO
Lookalike Audiences, Done Properly
Audiences built by finding people similar to an existing customer list or website audience. Key takeaways Source quality: the seed list determines who is found...
Category · 164 articles
Digital Marketing & CRO
Landing pages, lifecycle email and testing that improves the rate, not just the traffic.
Digital Marketing & CRO
Customer Data Platforms: The Decisions That Matter
Systems that unify customer data from several sources into one profile for marketing and analysis. Key takeaways Identity resolution: matching records across so...
Digital Marketing & CRO
Third-Party Cookies and Browser Changes: The Decisions That Matter
The state of cross-site tracking in browsers, and what it means for advertising and measurement. Key takeaways Safari and Firefox: block third-party cookies by...
Digital Marketing & CRO
Growing an Email List, Done Properly
Building a permission-based list of subscribers through content, offers and site placements. Key takeaways Consent: subscribers should knowingly opt in Purchase...
Digital Marketing & CRO
Re-engagement Campaigns: The Decisions That Matter
Campaigns aimed at subscribers or customers who have stopped opening, clicking or buying. Key takeaways Engagement signals: mailbox providers consider engagemen...
Digital Marketing & CRO
Auditing Conversion Tracking: The Decisions That Matter
Checking that conversions are recorded once, accurately and in the right places across analytics and ad platforms. Key takeaways Duplication: the same conversio...
Digital Marketing & CRO
Invalid Traffic and Ad Fraud, Done Properly
Clicks and impressions generated by bots or deliberate fraud rather than genuine people. Key takeaways Invalid traffic: platforms filter some automatically and...
Digital Marketing & CRO
How to Get Brand Safety in Programmatic Right
Controlling where ads appear so they do not run alongside content that damages the brand. Key takeaways Exclusion lists: block specific sites and categories Inc...
Digital Marketing & CRO
A Practical Guide to Accessible Ad Creative
Designing ads that work for people with disabilities, including captions, contrast and readable text. Key takeaways Captions: video ads are often watched withou...
Digital Marketing & CRO
Running an Affiliate Program: What Actually Works
Paying partners commission for sales or leads they refer, and managing the program's rules and compliance. Key takeaways Disclosure: affiliates must disclo...
Digital Marketing & CRO
A Practical Guide to Channel and Partner Marketing
Marketing through resellers, distributors and integration partners rather than only direct to customers. Key takeaways Co-branding: partner materials mix two br...
Digital Marketing & CRO
In-App Messaging, Done Properly
Messages shown inside an application, such as announcements, tips and upgrade prompts. Key takeaways Timing: messages during tasks interrupt and annoy Targeting...
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Digital Marketing & CRO
Improve the rate, not just the traffic.
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