Howling Lupus
Wolves do not howl at the moon. It’s a fairy tale. Wolves howl to communicate. Here we communicate stories and thoughts from our practice. Caution… digital marketing myths may be busted.
Hello generative AI search
In February Microsoft announced the launch of a new version of its Bing search engine that is powered by ChatGPT
2023 New Year’s resolution: analytics contigency
By July 1st 2023 the Universal Analytics will stop collecting data. Switching to its successor GA4 is not as simple as flipping a switch. If you are using Data Studio dashboards to visualise your Google Analytics data then additional implications need to be considered.
Facebook Attribution: chicken or egg?
Do your Facebook campaigns really generate the results you think they do? Learn why Facebook Attribution overattributes far more success to Facebook advertising campaigns than they actually generate.
How much do your display advertising campaigns really contribute to conversion?
Ad tech has been able to progress because of an assumed correlation between display advertising and revenue generation. Learn why that assumption is often false and how to establish the real value of display through placebo testing.
Does your remarketing really drive incremental revenue?
There seems to be a common belief among digital marketeers that remarketing is a no-brainer because it delivers conversions at a low cost. Being our critical selves we question to what extent remarketing really delivers incremental revenue.
Why you have far less unique visitors than your web analytics tool tells you
Web analytics tools heavily overstate the number of unique visitors your website has. The degree of error ranges anywhere between a few dozen percent to a few hundred percent. Here we discuss the variety of causes for this erroneous unique visitor count.
