Simon Lomas is the Managing Partner and Head of Performance at Tidal Digital, a digital marketing performance agency established in Dubai.
S.L.: The focus for this year is automation. By leveraging automation, and technology in general, we want to automate the predictable whilst becoming more proactive in our marketing activities. Machine learning, AI and automation is driving our thinking for 2019.
Attribution, as always, is a big topic and in 2019 we’ll be working to test different models and perhaps create our own before the end of the year.
S.L.: For me, to be truly data driven means being relevant. By making data-driven decisions, from UI/UX to blog content (and everything in-between), you’re reacting and evolving to the behaviours of your visitors and customers — and relevance is key in both acquisition of new customers and the retention of existing customers.
S.L.: Optimising campaigns towards incorrect data is one of the biggest and most common problems in digital marketing today.
S.L.: Don’t underestimate the importance of tracking and measurement. Be 100% confident in your tracking setup before launching any campaign.