Data & analytics

it is perhaps possible to predict the winner of the World Cup based on data alone. We decided to give it a go, but only on a small scale. Come and play with the data to do your own analysis.

To understand the performance of a website and identify areas ripe for improvement, we created a model based on intent, called the Buyer Intent Model.

Data science allows you to extract practical knowledge from data at your disposal. Knowing where your customers want to go next, what kind of experiences they prefer and what prices they are ready to pay are just a few things achievable through strategic data analysis.

Our brains are wired to process visuals more efficiently and at a faster pace than text. Data visualisation helps us make sense of difficult concepts and identify emerging patterns. Marketers, in particular, can benefit from transferring data from spreadsheets to visual canvases, as we’ll illustrate in this post. Our ancestors drew simple pictograms to share […]

The term ‘big data’ may sound hyped but there’s a good reason for that. Big data is a marketer’s goldmine, able to pinpoint and understand target audiences with an accuracy and level of detail unimaginable less than a decade ago. There’s a difference, however, between ‘having’ data and ‘using’ it to your advantage. Stockpiling more […]

Conventional data visualisation methods such as pie charts or bar charts are great to visualise a quick stat or two but when you are dealing with larger amounts of scattered data, you need a bolder solution.

The average click through rate for page one of Google is just under 9%, according to our extensive data analysis. Compare this with 1.4% on page two of the results and 0.47% on page three. Vertical Leap analysed the impressions and clicks of millions of search queries across almost 200 websites to compile stats for […]

Data science is the practice of revealing hidden insight from existing data in a manner that enables businesses to make better decisions. Intelligent decisions are based on accurate predictions.

The challenge for marketers today is in overcoming the mysticism that surrounds machine learning and AI, to understand what it might mean to them.

It is easy to overlook the importance of data visualisation. Data on its own is pretty useless until you format it in a way that reveals actionable insights

What should you do when you are an online flower retailer, but aren’t sure where to spend your marketing budget? How machine learning gave the answer.

Predictive analytics turns your existing data into a roadmap of future user actions. By modelling user behaviour against a range of influences that impact buying decisions, you can use predictive analytics to understand when people are most likely to buy. This is a big deal for your PPC campaigns, where you want to be investing […]

For years, you’ve heard the key names in marketing talk about big data, testing and conversion optimisation – all in the name of making informed decisions. Then you have the tales of small tests having major impacts on conversion rates, which make it hard to resist testing every detail on your most important pages. While […]

Big data is getting bigger every year, we interview Vertical Leap’s Henry Carless on his role as data scientist in the Vertical Leap PPC department.

During the next few years, marketing is going to experience severe disruption that will result in greater market share for larger companies, leaving SMBs to fight for a decreasing share of highly niche verticals. This disruption will force all businesses to drastically rethink how they approach marketing, but the effect won’t be limited to in-house […]

In the age of information and connectivity, it is important to use data to monitor users online behaviour and send highly targeted marketing messages.

Marketing automation won’t take jobs, it’ll make them more interesting and creative. It will liberate professionals from boring and repetitive tasks.

Companies are already taking advantage of big data. It enables them to look at the bigger picture, improve productivity and be leaders in their markets.

There are two types of people in this world – the creative, and the logical. The latter love data, but us creative types, data can feel like a scary word.

Getting ahead of your competition can be easier, quicker and cheaper than many realise. Big data can feel like a desert’s oasis; integral and imperative, yet also rare and unreachable.