Using data analytics in performance marketing is of paramount importance. To succeed you need to know which data points to analyse and for what purpose. That way you will be able to create a scalable and successful optimisation strategy. It will also give you time to unleash your creative side and design the right messaging to the audience you are targeting. Here are the top 5 ways to use data analytics to improve performance marketing.

GA4 comes with an improved user interface, faster loading times, easier customization options, and better integration with other Google products such as Big Query or Google Ads. What’s more, GA4 also offers advanced analytics capabilities through its powerful machine learning engine that allows for more accurate tracking and analysis of your website activities.

So, here’s our revised list of nine free Google tools you should consider. You’ll know many, no doubt use a few, but, in this industry, there’s always something new to try.

AI tech (Artificial intelligence technology) is reshaping marketing by helping brands to enhance every step of the customer journey. We have compiled an infographic of AI tools exploring signs that you need AI tech. This covers signs from content curation and predictive analytics to customer relationship and churn.

Now is the time for marketers to become AI native and start incorporating Artificial Intelligence (AI)*, Machine Learning (ML)* and Deep Learning (DL)* into their role. Let's examine how marketers can use AI tech and become AI native marketers. By 2023 businesses are expected to be spending over £87 billion on AI-based technology*. This will lead to organisation-wide shift towards being familiar with AI and require marketers to start using AI tech in their marketing activities.

The keyword research tools assist in the SEO, and most importantly finding the keywords that will drive more traffic. Below are keyword research tools that professional SEO experts and digital marketers alike use.