Campaign Performance

Understand how to measure and optimise alternative marketing channels using real-time metrics, pixel-based solutions, and sophisticated modelling that rivals digital platform capabilities.

Digital marketing veteran Vlad Zhovtenko reveals why data ownership has become the biggest competitive advantage in e-commerce. As platforms change algorithms and new search behaviours emerge through TikTok and AI, businesses that control their own customer data can adapt quickly while competitors struggle. Learn his practical framework for identifying the 1-2 metrics that actually drive growth, avoiding the AI analysis trap, and building sustainable data advantages that compound over time.

Discover how TikTok Shops is revolutionising influencer marketing through performance-based partnerships that align creator and brand incentives. Jordan West reveals why traditional £1,000 influencer posts are failing brands and how TikTok's transparent, commission-based model is creating the "most revolutionary thing to come to eCommerce since Amazon." Learn the reverse funnel strategy that turns TikTok success into multi-platform creative assets.

Kristians Sikora reveals that only two out of hundreds of Google Ads accounts he's audited have proper conversion tracking—a fundamental flaw costing eCommerce brands thousands. Discover why Performance Max cannibalises other channels at scale, how standard shopping campaigns outperform automated solutions, and the attribution strategies sophisticated advertisers use to achieve profitable growth whilst competitors struggle with corrupted data and black-box systems.

Digital marketing platforms promise precision targeting but deliver diluted audiences that waste budgets and corrupt analytics. Jason Wood reveals how contextual data layering builds high-conversion audiences outside platform ecosystems, using device IDs and conversion insights to achieve targeting precision that traditional methods cannot match. Discover why successful marketers are abandoning platform dependency in favour of audience-centric strategies.

Most eCommerce brands struggle with marketing spend because they chase attribution perfection instead of focusing on blended ROAS. Matt Putra reveals his systematic framework using contribution margins and traffic light systems that helped one client generate £300,000 in additional profit within two weeks. Discover how to calculate your target ROAS, coordinate multiple agencies effectively, and scale profitably without getting lost in vanity metrics.

Gen Z marketing requires abandoning traditional approaches in favour of authentic, native content on platforms like TikTok and Snapchat. Claire Daniels reveals how this digital-native generation prioritises values-based purchasing, researches extensively before buying, and responds to user-generated content over polished advertising. With TikTok leading at 48.8% preference among Gen Z and offering significantly lower advertising costs than Meta, early adopters gain competitive advantages through consistent, smartphone-filmed content that feels genuine rather than promotional.

Most eCommerce brands use email marketing to shift slow-moving inventory, but Daniel Budai reveals this approach destroys deliverability and conversion rates. Instead, successful email campaigns should feature best-selling products that customers already want to buy. Combined with SMS integration and strategic customer account management, this approach transforms email from a clearance channel into a powerful conversion tool that builds lasting customer relationships.

Discover why YouTube advertising is finally having its moment and how it can transform your entire marketing portfolio. Brett Curry reveals how brands spending £30,000+ monthly on YouTube see 30-40% lifts across all other campaigns, why longer-form video content outperforms short clips, and how Google Performance Max is making YouTube accessible to smaller budgets. Learn the portfolio effect framework that treats YouTube as a multiplier rather than standalone channel, plus practical steps to get started without breaking the bank.