Digital Marketing Insights
Real-world strategies. Platform updates. Lessons from active campaigns.
Explore articles written by the MarketingLens team. From campaign breakdowns to analytics deep-dives, platform updates to practical tips, and everything in between. This blog is where we share what we’re learning, what’s changing, and what’s really working across digital channels.
We write for marketers, analysts, and decision-makers who want to stay sharp and connect marketing strategy to business results.
Competitor Benchmark Analysis
Competitor benchmark analysis has become an indispensable strategic tool for businesses aiming to dominate competitive markets. Competitor benchmark analysis provides organizations with a structured framework to evaluate rivals’ performance, uncover market...
Mobile App Growth Strategy
Mobile app growth strategy has become the cornerstone of sustainable digital success in an oversaturated market. Mobile app growth strategy combines data-driven user acquisition, retention optimization, and cross-platform monetization to transform casual users into...
CRM Best Practices – Auto vs. Custom Approaches
CRM best practices – auto vs. custom approaches require organizations to balance scalability, customization, and cost-efficiency while aligning with unique operational needs and long-term growth objectives. In an era where 91% of businesses with 11+ employees use CRM...
Meta Ads Best Practices for Lead Gen
Meta Ads Best Practices for Lead Gen represents the cornerstone of modern digital marketing success, enabling businesses to transform social media engagement into qualified prospects and measurable revenue growth. The strategic implementation of Meta's sophisticated...
Turning Customer Data Insights Into Action
Turning Customer Data Insights Into Action has become the cornerstone of modern business strategy, enabling organizations to transform vast amounts of customer information into meaningful outcomes that drive growth and competitive advantage. The ability to effectively...
Mobile App Promotion
Mobile app promotion has become a critical component of digital marketing strategy as businesses compete for user attention in an increasingly saturated marketplace. Mobile app promotion encompasses a comprehensive approach to user acquisition, engagement, and...
Marketing Mix Modeling (MMM) through Google Meridian
What is the business facing these days? In today's competitive business environment, optimizing budget allocation to increase profitability is crucial for any company. Modern advertising not only represents a significant marketing investment but also influences...
Leveraging Google Ads Formats for High-Impact Campaigns
Leveraging Google Ads Formats for high-impact campaigns has become essential for digital marketers seeking to maximize their advertising effectiveness across multiple touchpoints and achieve superior business outcomes. The strategic selection and optimization of...
What Is New Market Expansion?
What is new market expansion? New market expansion is a strategic approach businesses employ to grow their presence, increase their market share and extend their reach into untapped markets or customer segments. Understanding the concept of market expansion is crucial...
Meta Ads Tracking and Measurement Best Practices
Meta Ads Tracking and Measurement Best Practices have become the cornerstone of successful digital advertising campaigns, enabling businesses to maximize their return on investment through comprehensive data collection and strategic optimization. The implementation of...
Customer Insights in App Marketing
Customer Insights in app marketing has emerged as the most critical differentiator for mobile applications seeking sustainable competitive advantage in an increasingly saturated digital marketplace. The strategic application of customer data analytics enables app...
Choosing a Consent Management Platform
Choosing a Consent Management Platform is a crucial step for any organization operating in today’s privacy-centric digital landscape. Choosing a Consent Management Platform ensures that businesses can navigate the complexities of data privacy, regulatory compliance,...
Managing Google Ads in the new AI landscape
Google's artificial intelligence advancements have revolutionized the advertising landscape through several groundbreaking innovations that have fundamentally altered how campaigns are conceived, executed, and optimized. Performance Max campaigns represent perhaps the...
What is Competitor Analysis and Benchmarking?
What is competitor analysis and benchmarking? Competitor analysis and benchmarking are strategic processes that help businesses evaluate their performance against industry rivals and identify opportunities for improvement. In today's highly competitive business...
A Glimpse into the Future of Manufacturing: Data as the New Bedrock
The MarketingLens team recently attended the National Manufacturing & Supply Chain Conference in Dublin. It was an educational trip for me as I investigated a medley of talk on matters from across a wide breadth of Industry leaders. If there was one takeaway that...
Top 5 Services Provided by a Mobile App Marketing Agency
Top 5 services provided by a mobile app marketing agency form the backbone of successful digital growth strategies in today’s hyper-competitive app ecosystem. Top 5 services provided by a mobile app marketing agency encompass user acquisition optimization, store...
University College London Partners on Data Driven Marketing Internship
At MarketingLens, we believe that the future of marketing lies at the intersection of data, technology, and human potential. That is why we are thrilled to announce our internship partnership with University College London (UCL) — a world-renowned institution known...
Marketing Mix Modeling & Google Meridian’s Data Democratization Potential
I first heard about Meridian from a co-worker who was talking about the future of BigQuery data and how large companies are using modeling techniques to make predictions. At the time, I didn’t think much of it—just another BigQuery tool, right? A quick Google search...
GA4 Attribution Error: Recover Lost Conversions with BigQuery
Event attribution has changed in many Google Analytics 4 properties, leaving many GA4 and BigQuery users scratching their heads around the "sudden drop in performance" for all their campaigns.Many people from the digital analytics community - myself included - noticed...
Mobile App Marketing – How to Reach Your ROI Targets
Did you know that the average smartphone user spends over 3 hours daily on mobile apps? Capturing a slice of this attention is essential for success. Let's dive into how to maximise your ROI. Although some mobile apps are developed to be just for fun or to serve some...
Google Ads Data Manager – New BigQuery Integration
Google Ads Data Manager is a new feature which acts as a central place for loading data into Google Ads - very useful for lead-gen and retail businesses alike. This blog shares some new and interesting learnings. In this tool you can load data from various sources in...
Digital Marketing for Real Estate Agents and Agencies
Although there are a lot of digital marketing principles that can be applied to nearly every industry, there are always unique strategies and approaches that are required for a specific industry. Of course, even within each industry every client needs their own unique...
Lead Generation on Google
If you run a business selling high-value services (education, consulting) or products (software, real estate etc.) then you need to get high-quality leads for your sales teams to drive revenue. Digital marketing has proven to bring relevant traffic to many businesses’...
YouTube Inventory – How to Waste Your Ad Money on Kids
I am still shocked that Google, who cares about YouTube revenue and has every incentive to not do this, still allows these placements to show to advertisers by default. It's easy to exclude. On an account level, you exclude 'Content suitable for families', which is...
Google Search Console Bulk Export
Looks like Google has not given up on Search Console, and they occasionally add some improvements. They’ve recently added functionality to compare categories of queries against each other. From what we have seen from our network, it has been received well by the...
Google Consent Mode v2 – The When, Why and How
Google Consent Mode v2: The Basics Every Google Ads advertiser might have seen that warning in Google Ads to implement Google Consent Mode v2, which is also known as: Advanced Google Consent Mode or the New Google Consent Mode. The deadline was March 2024 and is now a...
The 7 tables you might ever need from the BigQuery Data Transfer
BigQuery Data Transfer The BigQuery Data Transfer is one of the most valuable services within BigQuery (although it is hard to pick anything as “most valuable”, after all it is an all-around versatile database - BigQuery is evolving fast with new features coming out...
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BERTI B.
Head of Digital