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Trends and hot topics

Discuss the hottest topics, and share your knowledge about the ever changing marketing industry

  • 28 Topics
  • 41 Replies
28 Topics
Kathy
KathySupermetrics Team
posted in Trends and hot topics
Is Last-Click Attribution Really That Bad? Thoughts on Multi-Channel ROAS + Template

Last-click attribution has a bad reputation, yet many of our customers rely on it for multi-channel reporting. So, I had to ask: if it’s so flawed, why is it still so popular?Marketing is messy. Looking at just the last touchpoint and attributing revenue or conversions solely to that moment doesn’t give us the full picture. But let’s be real—more advanced methods like Marketing Mix Modeling (MMM) aren’t accessible for everyone. And even multi-touch attribution isn’t perfect, especially when privacy limitations make it difficult to track a user’s journey across every interaction.So why last-click? It’s relatively simple to implement. UTM tags, the technology behind it, are reliable. Plus, some data is always better than none. For businesses with short sales cycles, understanding the last touchpoint can be quite insightful for decision-making—as long as you keep in mind that it’s just the final stop, not the whole journey.As your business’s data maturity grows, you can blend insights fro

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Kathy
3 days ago
Aleks
AleksCommunity Moderator
published in Trends and hot topics
Product Updates: September 2024 recording

Thank you to everyone who joined our second Product Updates session! 🙌Me and JB had a great time discussing the exciting new features and updates we’ve been working on for Supermetrics. We were thrilled to hear all your feedback and ideas during the session.A special shout-out to everyone who expressed interest in joining our beta programs for the newly introduced features. Just like last time, we’ll be reaching out to those who answered the polls in the near future to invite you to join the beta tests 👀In case you missed it, the recording of the session can be found below.We're planning to continue these sessions quarterly, so expect the next update to come around December. We can’t wait to show you what’s next! Thanks for your support, and we’ll see you at the next session!

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Aleks
9 days ago
nitinsnow
nitinsnowSupermetrics Team
posted in Trends and hot topics
Why marketing mix modelling is important

Marketing Mix Modelling (MMM) is incredibly important because it helps marketers understand the true value of their marketing efforts across the entire customer journey. Here's why:1. Beyond Last-Click Attribution:Traditional last-click attribution: This method only gives credit to the final touchpoint before a conversion, ignoring all the other interactions that may have influenced the customer's decision. MMM's holistic view: It considers all touchpoints, from initial awareness to final purchase, providing a more accurate picture of how each channel contributes to conversions.2. Optimizing Marketing Spend:Informed budget allocation: MMM helps you understand which channels are driving the most value, allowing you to allocate your budget more effectively. Identifying underperforming channels: It can reveal channels that may be underperforming or not contributing significantly to conversions, allowing you to adjust your strategy.3. Improved Campaign Performance:Targeted messaging: By un

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nitinsnow
17 days ago
nitinsnow
nitinsnowSupermetrics Team
posted in Trends and hot topics
Let's start our "Marketing Mix Modelling (MMM)" journey!

Let's start our "Marketing Mix Modelling (MMM)" journey! My name is Nitin Patkar, and I have around 10 years of work experience around data and analytics.As a Senior Solutions Engineer with #Supermetrics, my role often revolves around bridging the gap between data, technology, and business outcomes. One of the most powerful applications I've seen in recent years is the use of predictive analytics in Marketing Mix Modeling (MMM). The goal is to help companies optimize their marketing investments by giving them the tools and guidance needed to implement data-driven solutions. However, not every organization has the internal expertise or data science resources to build such solutions in-house. Fortunately, specialized vendors like Seeda.io and Mutinex—both of whom have strong relationships with Supermetrics—can provide a more accessible path to MMM for businesses without dedicated analytics teams.In this guide, I’ll outline how companies can implement MMM by either leveraging Supermetrics

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nitinsnow
22 days ago
Outi
OutiSupermetrics Team
posted in Trends and hot topics
🍂 Fall is coming and with it Black Friday - is it panic time? 🔥

I shared some tips on how to prepare for Black Friday and reduce the panic in our Supermetrics blog. Go check out the full content, but shortly  my highlights from the list are:decide if you want / need to participate start planning now Measure, measure, measure Automate reporting, alerts and everything you can But what are your tips for surviving peak season? Read the full blog here: https://supermetrics.com/blog/black-friday-ecommerce

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Outi
24 days ago
Aurora
AuroraCommunity Moderator
posted in Trends and hot topics
Do we have any ecommerce marketers here?

Hey! 👋 Just wanted to check in and see if we have any ecommerce marketers here among us? 👀 We are currently planning a webinar for you, and I wanted to see if there are some really specific pain points that you are struggling with when it comes to peak season.Comment below your biggest challenges before, during and after peak season👇 And I promise to invite you to our upcoming webinar where we will go through some do’s and don’ts for peak season…😉

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Aurora
30 days ago
Mariia
MariiaCommunity Moderator
posted in Trends and hot topics
🤩 Share a marketing campaign that stood out for you and win a gift card 🎁 (ended)

 Inspiration is the fuel that drives innovation 🚀  That’s why we’re excited to announce the next Supermetrics Community Challenge, where we invite you to share a recent marketing campaign that stood out for you and tell us what you liked about it.  Here’s how to take part in this challenge:In the replies to this post, share the marketing campaign that impressed you. Visuals and links are welcome!  Explain what made it stand out for you.  Engage with other Community members’ posts by liking and commenting. We'll award 2 participants with a $/€ 100 Amazon gift card: One for the most upvoted response and one for the response chosen by the Supermetrics Team 🎁✨ ⏳ This challenge ends on August 26, 2024. Let’s inspire and be inspired!  

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Mariia
1 month ago
Ilkka Sarkio
Ilkka SarkioCommunity Moderator
posted in Trends and hot topics
Community event recording: Looker Studio for marketers panel discussion (14.8.2024)

Thank you all for joining the panel discussion about Looker Studio for marketers!🙌I want to give special shoutouts to our awesome panelists, @arturbensch and @qudeeskiani, both members of Supermetrics affiliate program. I recommend to reach out to them both here in the community, if you want to dive deeper into the topics discussed in the event. In case you missed the event, you can watch the recording here:  Our next community exclusive event continues on the topic of Looker Studio. Our Head of Visualisation and a true Looker Studio guru @Ralph presents you the Looker Studio Toolkit, a UI-style guide for building coherent reports with ease. Sign up here:  

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Mariia
1 month ago
Mariia
MariiaCommunity Moderator
posted in Trends and hot topics
You’re invited 💌 Sign up for an exclusive panel discussion!

 We’re happy to invite you to a panel discussion: Looker Studio for Marketers.  What? Panel discussion: Looker Studio for MarketersWhen? August 14, 2024, at 10 a.m. EDT | 3 p.m. BSTHow to register? 🔗 Click ATTEND hereWill I get a recording? Yes, by registering in advance. In this session, our panelists @Ilkka Sarkio, @arturbensch and Qudees Tariq Kiani will talk about:The best practices to tailor your Looker Studio dashboard. The tips on how to build actionable dashboards. The Looker Studio hacks we all wish we knew sooner. See you there! 

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Aurora
1 month ago
Aurora
AuroraCommunity Moderator
posted in Trends and hot topics
Connector of the Month: HubSpot

We’re back again with another “Connector of the Month” and this time it’s……. HubSpot!🤖 HubSpot has revolutionized marketing by offering a unified platform for CRM, marketing automation, sales, and customer service. Unlock the full potential of your HubSpot data with our powerful data source connector. With this connector, you can:Centralize all key metrics: pull and analyze different data, such as contacts, leads, amount won, and email engagement from multiple HubSpot accounts in one single view Visualize your full funnel: combine HubSpot data with those from other marketing channels to understand which campaigns are bringing the most leads and the ROI of your overall marketing activities Uncover insights seamlessly: create complex and interactive client-facing dashboards that drill down data on a granular levelYou can try our HubSpot connector free for 14 days, start today. Just click here to get started.Let me know how it goes!😊

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Aurora
1 month ago
Mariia
MariiaCommunity Moderator
posted in Trends and hot topics
📚 Helpful resources: GA4

With Universal Analytics now officially retired as of July 1st, many marketers are finding themselves in uncharted territory with GA4.  If you're still getting to know GA4, you're not alone. This new version brings many changes and improvements, but it can initially be overwhelming.  Here are our resources to help you navigate the transition smoothly and make the most out of GA4's powerful features! 📖 Read: ‘Google Analytics 4 guide for marketers: How to set up your properties and make the most of your GA4 data’. 📹 Watch: ‘How to visualize your GA4 data in Looker Studio using user journey visualizations’:  📹 Watch: ‘How to check that your GA4 setup is correct with Online Metrics audit tool’   

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Mariia
1 month ago
evankaeding
evankaedingSupermetrics Team
posted in Trends and hot topics
The Future of the Cookie 🍪

Google announced last week that it will not proceed with deprecating third party cookies, a stark reversal from its messaging around the topic for the past four years. In a blog post authored by Anthony Chavez, a VP at Google in charge of Privacy Sandbox, the following quote summarizes their position:“[W]e are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We're discussing this new path with regulators, and will engage with the industry as we roll this out.”There’s a lot to unpack. Let’s rewind and take a look back at how we got here. What are third-party cookies used for? Cookies are small pieces of information stored in your browser to personalize your web browsing experience. First-party cookies are set by the domain of the site you’re visiting, while

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evankaeding
1 month ago
Aurora
AuroraCommunity Moderator
posted in Trends and hot topics
Connector of the Month: GA4

 Say hello to our connector of the month for June: GA4! To no surprise to anyone, Google Analytics 4 is the most popular web analytics tool out there. The tool allows its users to track website events and analyze how the website is converting visitors. The Supermetrics GA4 connector allows you to export data for further analysis and report multiple properties simultaneously in one report and in a reporting tool of your choice. We’ve put together some useful resources around the topic in our Google Analytics 4 knowledge center: Find everything you need about GA4 migration, including blog posts, video tutorials, and support articles.And don’t forget to try our GA4 connector!

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nitinvarghese
2 months ago
Senni
SenniCommunity Moderator
published in Trends and hot topics
Community Challenge: Share your favorite marketing resource for a chance to win! (ended)

We all know the importance of staying informed in the ever-evolving world of marketing analytics. This challenge is your chance to share your secret weapons  — the resources that keep you ahead of the curve.What to share:Influencers: Who are the marketing data rockstars you follow on social media (Twitter, LinkedIn, etc.) or YouTube channels? Newsletters: What publications or newsletters consistently deliver valuable insights and news? Blogs: Are there specific blogs you read frequently for cutting-edge marketing analytics tips and tricks? Podcasts: Do you have go-to podcasts that delve into the latest marketing data trends and strategies? Websites: Are there any websites you consider essential for staying up-to-date on best practices for marketing data?How to participate:Share a link to your go-to resource in the comments and describe why it's your favorite.The prize:Two lucky winners will win a gift card of their choice, worth $100 (the selection of gift cards vary per country). ⏳ Th

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nitinvarghese
2 months ago
joy.huynh
joy.huynhCommunity Moderator
posted in Trends and hot topics
[ Reading list 📚] Top articles from the Supermetrics blog in July

Hey there, 👋 A little bird told me that many people may not know about the Supermetrics blog and the content we consistently published there. It’s a curated library where you can learn (almost) everything you need to know about marketing analytics and measurement.I thought I could start a series where I share top content from every month. Let’s kick this off with July.How to deal with slow Looker Studio reportsYou’ve probably noticed that Looker Studio (Data Studio) dashboards can sometimes take their sweet time to load 🐢Slow load times are typically a symptom of Looker Studio fetching a large volume of data directly from the original data source. In this article, we’ll discuss two methods you can use to speed up your reports, including:Using Google’s Extract Data connector Using Supermetrics StorageRead the article 🤓Incrementality testing for marketersIn marketing, we often rely heavily on metrics that indicate direct conversions—whether it’s a purchase or an app download. But what

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nitinvarghese
2 months ago
Aleks
AleksCommunity Moderator
published in Trends and hot topics
Product Updates: July 2024 recording

Thank you everyone for joining our first community Product Updates session 🙌Me and Valter had a blast hosting it and chatting with you all. We've also gotten a bunch of interest in being enrolled into some of the beta features we unveiled yesterday.On that front — we'll be inviting everyone that indicated an interest in joining any of the betas to groups here in the community over the next week or so... so keep your eyes peeled if you answered the polls 😎In case you missed it, the recording of the session can be found below. We're aiming to host these sessions quarterly so don't worry, we'll be back with another Product Updates session most likely in September!

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Reetu
2 months ago
Outi
OutiSupermetrics Team
posted in Trends and hot topics
What sources do you use to keep up with the latest Marketing trends?

I’m wondering what sources do you all use / follow to keep in track with all of the latest marketing news?For me coming from an media agency background I of course try to keep in touch with especially topics related to that. I use a combination of free and paid sources.LinkedIn in general but also especially a few experts in their field:Dan White for a range of marketing theories and topics with very clearly illustrated pictures Karen Nelson-Field who is one of the main experts in Attention metrics Paul Stringer who is the managing editor of WARC and shares the latest news of their research and studies Les Binet, Head of Effectiveness at adam&eveDDB and author of the famous “The Long and the Short of it” with Pieter Field  Asbjørn Moe who is the Nordic Paid Media Lead at Vipps MobilePay and shares a lot about creativity, attention, digital marketing and how all of that can improve effectiveness of mediaSites / newsletters:Digiday AdweekOverall sources for trends:WARC Think with Goo

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Outi
2 months ago
Aurora
AuroraCommunity Moderator
posted in Trends and hot topics
Connector of the Month: TikTok Ads

Time for another connector of the month, and this time it’s…. *drum roll* - TikTok Ads!💃🏻 TikTok isn't just for dance trends anymore. Marketers are taking the platform by storm. If you haven't tried our TikTok Ads connector yet, now would be a pretty good time I think. With our TikTok Ads connector you can:Track all key ad metrics: Impressions, clicks, conversions, costs, and more. Granular reporting: Slice data by campaign, ad, time (including hourly!), and demographics. Detailed conversions: Analyze in-app and page event conversions.Have a go, try our TikTok Ads connector here:  https://supermetrics.com/connectors/tiktok-adsOh and we also have a template that you can try for Looker Studio here.Let me know how it goes🎉

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Aurora
2 months ago
Senni
SenniCommunity Moderator
published in Trends and hot topics
Get access to the new File Import feature in BetaNews

Want to unlock even more data in Supermetrics?In this short video, @Valter Andersson explains the new File Import feature. With File Import, you can:Combine data from anywhere: Import data from offline sources or those without a dedicated Supermetrics connector. Consolidate your reporting: Get a holistic view of your marketing performance by bringing all your data together in one place.Ready to try it out? Join our exclusive community group to gain early access to the File Import Beta!  

180
Senni
2 months ago
evankaeding
evankaedingSupermetrics Team
posted in Trends and hot topics
Supermetrics 2024 Cannes Recap 🌴

Last week, I had the privilege of attending one of the most revered events in the advertising industry: the Cannes Lions International Festival of Creativity. Generally known as just “Cannes”, this tentpole event brings over 20,000 industry professionals to the sunny south of France every June to celebrate great works of advertising.  What is Cannes? This trip was a personal milestone for me for several reasons. I first became aware of Cannes when I started at Wieden + Kennedy just six years ago. Walking the hallowed halls of W+K filled with portraits of iconic creative leaders, I quickly picked up on the prestige emanating from the discussions surrounding Cannes. To me as a data analyst, it was an exclusive event reserved for our executives, the business development team and any of the creative teams fortunate enough to have their hard work earn a coveted nomination for a Cannes Lion award.  As I’ve grown in my career, I’ve learned that, for many in the industry, Cannes is a polarizin

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joy.huynh
2 months ago
Kathy
KathySupermetrics Team
posted in Trends and hot topics
As you transitioned to GA4, have you kept using Universal Analytics metrics such as bounce rate?

Now, with just a few days left before the Universal Analytics API deprecation, I am wondering how everyone dealt with the GA4 transition in their reporting. Did you keep using bounce rate, or did you switch to looking at engagement rate and engaged sessions?This has been a tricky line to navigate while re-creating our old Universal Analytics templates with GA4. Do we keep the metrics just as they were in Universal Analytics? Do we use a mix of both the old and the new metrics? Or do we embrace the change and use the new GA4 metrics exclusively?I'm curious to hear your thoughts.

2
Kathy
2 months ago
Edward
EdwardSupermetrics Team
posted in Trends and hot topics
Does "the marketing funnel" exist anymore?

Is it still a useful measurement framework or is this the end of the marketing funnel?We’ve been discussing this a lot lately.Marketers have used the funnel to simplify the buying journey and measure marketing effectiveness at each step as prospects got closer to a purchase.But the buying journey is messy. It’s not linear. And they vary wildly from one customer to another.I’d love to know, what do you think? Is it still a useful measurement framework/metaphor or is time to use something else?

5
bartschneider
3 months ago
bartschneider
bartschneiderCommunity Moderator
posted in Trends and hot topics
Any dbt users here?

This is meant as an open question to maybe get some knowledge exchange going on the topic of dbt and Supermetrics working together.In my team, we have been using dbt for around 3 years now to write data models and schedule update job runs on data warehouses which we are building for our services clients. It quickly became one of my favourite data tools that I genuinely enjoy using 90% of the time (10% not, when I’m frustrated about the UI freaking out).The other week I’ve used Google’s Dataform for the first time and got some ‘we have dbt at home’ vibes from it, although it has pretty good feature parity with dbt.Is anyone here also using one of these? If so, what’s your approach in case you’re using it on top of Supermetrics data? Should we look into publishing dbt model templates and recipes that leverage either custom queries or our standard table groups?

4
gcfmineo
3 months ago
Mariia
MariiaCommunity Moderator
posted in Trends and hot topics
Having a hard time figuring out how to prove the impact of your marketing?

Here are useful resources that help you connect the dots: understand marketing measurement, KPI's, metrics, methods, tools, and how to measure incrementality.  📖 Read: 'Marketing measurement: A guide to KPIs, methods, and tools'. 🎧 Listen: ‘Decoding Incrementality testing: A deep dive into marketing measurement techniques with Olivia Kory’. 📹 Watch: ‘What is marketing data integration?’:   

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Mariia
3 months ago
Outi
OutiSupermetrics Team
posted in Trends and hot topics
Highlights of WARC Guide to Performance Marketing 2024

WARC released their Guide to Performance Marketing for members in April 2024, and I wanted to share a few relevant highlights from the report on strategic considerations for the future. Have any of you noticed the same trends or struggled with measuring performance marketing effectiveness going forward?💰 Performance accounts for 51% of ad spend Search is diversifying to social platforms like TikTok, which are now used as search tools. Retail media is growing, and its higher ROI is driving this growth. Performance marketing is moving “offline” with programmatic DOOH and Connected TV, for example. 👀 Brands need to start looking beyond short term for efficiency and effectiveness: Adding brand building can improve effectiveness since long-term ROI is 2.5x higher than short-term ROI. For example, campaigns with both reach and performance had 18% greater incremental sales than performance alone. Branding is a way to escape the performance plateau** 📊 Brand’s need multiple approaches

1
Senni
3 months ago
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