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Trends and hot topics

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

  • 39 Topics
  • 60 Replies
39 Topics
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
3 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
4 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
4 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
4 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!  

240
Senni
4 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
4 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.

232
Kathy
4 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?

1055
bartschneider
4 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?

714
gcfmineo
4 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?’:   

280
Mariia
5 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

331
Senni
5 months ago
dariusK
dariusKSupermetrics Team
asked in Trends and hot topics
When will the cut off for GA data happen?

Hi! Just wondering about when google will turn off access to the old UA/GA API? 

561
jessiebrock
5 months ago
joy.huynh
joy.huynhCommunity Moderator
posted in Trends and hot topics
The best marketing and data measurement/analytics advices

What's one thing you wish somebody told you when you started your career in marketing analytics?

271
fannyhei
5 months ago
Mariia
MariiaCommunity Moderator
posted in Trends and hot topics
What KPIs to report?

Given the growing accessibility of marketing data, it’s easy to get overwhelmed by all the available metrics. We recommend choosing the KPIs you want to track based on the decisions you want to make:  Strategic KPIsThese set the long-term direction of your marketing strategy, deciding on aspects like the marketing mix, budget allocation, positioning, and messaging. 🤔 For example, how should we allocate the budget this year? Customer lifetime value (CLV), Customer acquisition cost (CAC), Brand mentions/brand sentiment, Customer retention rate. Operational KPIsThese ensure marketing activities run smoothly and efficiently. 🤔 For example, what affects the sudden drop in trials? Marketing qualified leads (MQLs), Sales qualified leads (SQLs), Brand visibility. Optimization KPIsThese are the small, ongoing decisions your marketing team needs to make about the best way to get the most out of each of your marketing tactics. 🤔 For example, should we change the color of the CTA button on our

310
Mariia
5 months ago
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