Thank you Steve Jackson … mapping a digital marketing channel strategy

Just recently I have been reading Steve Jackson’s excellent Cult of Analytics: Driving Online Marketing Strategies using Web Analytics (2009). In this book, Steve usefully extended the original “REAN” model (see below) to web analytics as a way of defining a relevant and powerful set of Key Performance Indicators (KPIs) for an organisation to track […]

What’s in a Name? The problems in managing paid search keywords

As the ‘key’ element in any paid search campaign, it’s a shame just how much the concept of keywords is misunderstood. Unlike most other uses of the term ‘keyword’ – which often refers to them as elements of a search query string – in paid search, keywords are the tool used to match search queries, […]

Digital Predictions 2014

A few thoughts from the Storm ID team on what we think you should be keeping an eye on in 2014. We may not have the exact answers but we do have opinions, quite a few actually from new connected technologies to the realisation of the value of data – as the saying goes its […]