David Halford - The Marketing Technologist | The marketing technology blog

GAPS: A Personalisation Structure That Sets You Up For Success

We see a lot of clients that really want to get into personalisation, which is good, because we believe the most effective way for clients to reach their customers is to engage with them on an individual level. The greatest challenge companies face is to keep enthusiasm under control while

CRO

Tunnelvision: you might be missing some interesting segments

During World War II, researchers from the Center For Naval Analysis were conducting a study on fighter planes that had returned from their mission. Researchers found that the most damage was done to the wings, and recommended extra armor be added to them. It wasn’t until mathematician Abraham Wald

CRO

Exploring Mobile: why you should question your mobile segments

For a few years now, we’ve been segmenting our visitors based on the device they use to visit our site. This worked well for a while, splitting visitors based on screen dimensions and whether or not they are using a mouse. As mobile devices matured, our segments stayed the

CRO

Optimizing a conversational medium

If you’re on a site called The Marketing Technologist, chances are that you’ve ‘talked’ to a device or AI before. All the big tech players have some form of assistant; Apple’s Siri, Amazon’s Alexa, Microsoft’s Cortana and Google’s Home are all available already, and

CRO

3 steps to remove all sensitive user data from Hotjar

If you're not using Hotjar yet, you should be. While Google Analytics gives you a lot of quantitative data to interpret, Hotjar focusses on qualitative data, letting you know exactly what actions your visitors are taking on your site. We're talking heatmaps and screen recordings here. Screen recordings are especially

tag management

Improving Optimizely's Google Tag Manager integration

Adding Optimizely data to Google Analytics has a few benefits. First of all, you can verify Optimizely's results in GA, which is always a good thing. By segmenting Optimizely-tested users in analytics, you also open up a world of extra reports, metrics and visualisations, that you won't find in Optimizely.

tag management

How to improve Visual Website Optimizer's Google Tag Manager integration

If you're running Google Tag Manager on your site, and use Visual Website Optimizer for A/B Testing, you've probably noticed that VWO's standard GTM integration is slightly lacking. While the integration suggested by VWO does work, you're left with a lot of manual work, as you have to add