Summary Performance tracking enables marketing teams to monitor campaign activity across channels in real time, providing visibility into ongoing performance. By observing key metrics, teams can quickly identify successes or issues, optimise campaigns and adjust budgets. Combining real-time monitoring with periodic reviews ensures responsive decision-making and more effective allocation of marketing resources. Running modern marketing […]
Summary KPI targets give marketing metrics meaning by defining clear benchmarks for success. Based on data, benchmarks and business goals, they help teams evaluate performance, guide strategy and stay aligned with outcomes. Using SMART principles, balancing realistic and stretch goals, and refining targets over time ensures campaigns remain focused, measurable and continuously improving. Marketing metrics […]
Summary Effective KPI reporting turns marketing data into clear, actionable insights that guide decisions and demonstrate value. Strong reports combine performance summaries, contextual analysis and recommended actions. Tailored for different stakeholders and delivered at appropriate cadences, they avoid data overload and tell a clear story, helping teams align strategy, optimise campaigns and drive measurable business […]
Summary KPI dashboards help marketing teams turn data into actionable insights by centralising key metrics in a clear, structured format. They improve campaign visibility, enable faster decision-making and support optimisation across channels. Effective dashboards focus on relevant KPIs, trends and benchmarks while avoiding data overload, ensuring clarity for different stakeholders and aligning performance with business […]
Summary As marketing grows more complex, agencies often deliver stronger ROI than in-house teams through cost efficiency, full-stack expertise, faster execution and scalable support. While hybrid models can work best, partnering with an agency helps businesses drive measurable growth without expanding headcount or sacrificing performance. For growing businesses, deciding how to structure marketing is one […]
Summary A strong AI strategy is business-led, outcome-driven and built for scale. Key takeaways include starting with clear objectives, prioritising high-impact use cases, investing in data and skills, and embedding governance early. Done well, AI moves from experimentation to measurable value across operations, marketing, sales and customer experience. Building an AI strategy for your business […]
Summary AI visibility is about being referenced inside AI-generated answers, not just ranking in search results. As AI tools increasingly shape discovery, brands must optimise content for clarity, authority and relevance so AI systems can understand, trust and surface it. AI is rapidly changing how people find information. Users are increasingly asking AI-powered tools to […]
Summary Attribution modelling should be a top priority for B2B marketers. In this article, Axonn’s Head of Strategy Dan Cartwright and Strategy Team Lead Ronil Mutha explore: If you want to improve your lead generation, it’s vital to be aware where your traffic is coming from. Understanding how people find your business and the route […]
As third-party cookies are phased out, we ask what techniques are available to fuel targeted data-led marketing. The best digital marketing is tailored to individual users’ preferences, but for years, this has relied on the use of third-party cookies. As the internet has aged, its audience has become more savvy and less inclined to give […]
Michelin is making a move that could result in the biggest shake up of hotel marketing in recent times. Known as the authority on where to eat, Michelin has unveiled its new rating system and this time it will be applied to hotels. For years, there has been a certain amount of ambiguity about what […]
