There is no doubt that shopping habits have changed since the pandemic. According to a survey conducted by KPMG among 1,051 Swiss people in 2021, more than 40% of people surveyed buy online. Almost half of them find online shopping convenient, comfortable and easy, and 43% of respondents say they buy online several times a month. Data-driven marketing is based on obtaining information about consumers and their behaviour, trends, the sector, and the market in which a company operates. A Data-Driven strategy is based on taking into account what consumers buy on a site and how they navigate to the products they are interested in.
To help businesses gain more accurate data about their consumers' buying journey, Google Ads recently introduced a new feature called "Advanced Lead Conversion Tracking." This feature allows advertisers to measure offline conversions from their campaigns. The goal of Advanced Conversions for Leads is to track consumers’ activity and leverage their data across different touchpoints.
How can you measure your company's return on investment reliably and solidly? The answer lies in tracking your business efforts by collecting useful data through web tracking.
New regulations are pushing experts in the digital ecosystem to comply with the RGPD. With Apple's IOS 14 update and the end of cookies scheduled for 2022, Google has launched Consent Mode to help advertisers still track the performance of their campaigns, while respecting users' private data.
By now, you've probably heard about Apple's new iOS 14 update, which has impacted how personalized ads are delivered on social networks and how users' personal data is collected. This update requires iOS apps to proactively ask users for permission to track them on other apps and websites; whereas previously, users were tracked by default.