Digital marketing
Strategies, KPIs and dashboards to run your digital marketing and prove its ROI.
Improving your digital marketing ROI with a management platform
How a marketing management platform improves ROI: data brought together, cost per contact by channel, budget trade-offs. Method, figures and an example.
Read the articleWhat should a KPI-based marketing performance audit contain?
What a KPI-based marketing performance audit must contain: scope, sections, method, deliverable, duration and 2026 rates.
Read the articleHow do you automate marketing data updates?
Connectors, APIs, scheduling and checks: how to automate your marketing data refresh without errors or retyping, with 2026 costs.
Read the articleHow do you automate certain marketing tasks without hurting quality?
Which marketing tasks to automate, which to keep by hand, and the safeguards that protect quality: a decision matrix and costed 2026 examples.
Read the article2026 benchmarks: the reference values by channel
The 2026 reference values by channel: SEO, Google Ads, Meta, LinkedIn, email, website and GEO, with the caveats and how to compare yourself against them.
Read the articleWhat digital marketing budget for a small business, and how should you split it?
How much to spend on digital marketing and how to split it: share of revenue, budgets by channel, 2026 costs and costed examples.
Read the articleHow do you connect your business objectives to your marketing metrics?
The metrics tree method for connecting a revenue objective to your marketing KPIs: a costed cascade, the formulas and an example from a services business.
Read the articleWhat does a custom dashboard cost?
2026 prices for a custom marketing dashboard: freelancer, agency, SaaS or in-house, the hidden costs and the total cost over three years for a small business.
Read the articleHow do you choose an agency specialised in data marketing?
A selection grid for a data marketing agency: skills to check, interview questions, 2026 rates, contract clauses and warning signs.
Read the articleHow do you build a clear dashboard for a client or a board?
Design rules for a dashboard a client or a board can read: hierarchy, a one-page template, choosing the figures and the mistakes to avoid.
Read the articleWhich tools or dashboards should you ask your provider for?
The tools and dashboards to require from a marketing provider: the access to request, views by channel, account ownership and the terms to write into the contract.
Read the articleWhich local marketing tasks can be delegated or automated?
Google listing, reviews, posts, local pages: the local marketing tasks to delegate, automate or keep in-house, with time and 2026 costs.
Read the articleThe marketing data analyst role, demystified
What a marketing data analyst really does: remit, tools, 2026 salaries, the difference with a data scientist, and when a small business needs one.
Read the articleWorking out the impact of a communication
Working out the real impact of a communication campaign, online or offline: before and after, a control area, brand traffic and a costed example.
Read the articleThe various Google tools at your disposal
A 2026 overview of Google's marketing tools: GA4, Search Console, Tag Manager, Ads, Business Profile, Looker Studio, BigQuery — what each one is for.
Read the articleEmail and newsletters for a small business: the complete method
Launching and sustaining a newsletter in a small business: building the list, choosing the frequency, writing, measuring and staying GDPR-compliant.
Read the articleWhich mistakes should you avoid when reading your metrics?
Ten mistakes in reading marketing KPIs, with a real example of each: small volumes, seasonality, averages, attribution, correlation.
Read the articleHow do you build loyalty among your website users?
Building visitor loyalty on a website: measuring retention in GA4, content, email, customer account and speed levers, 2026 benchmarks and mistakes to avoid.
Read the articleWhich ad formats work best on each platform?
The most effective ad formats on Google, Meta, LinkedIn, TikTok, YouTube and Pinterest: CTR, CPM and conversion benchmarks for 2026, by objective.
Read the articleHow do you train your teams to analyse marketing metrics?
Training a marketing team to read its KPIs: skills by role, an 8-week path, formats and 2026 costs, and the signs of a self-sufficient team.
Read the articleHow do you build an effective marketing plan? The step-by-step guide
Building a marketing plan in 7 steps: diagnosis, audiences, numerical objectives, channels, 2026 budget, calendar and metrics, with a document outline.
Read the articleHow do you build a KPI culture in your marketing team?
Establishing a KPI culture in a marketing team: shared metrics, rituals, owners, tools and traps, with a 90-day plan.
Read the articleWhich metrics should you prioritise in B2B marketing?
The KPIs to prioritise in B2B marketing: qualified leads, cost per opportunity, sales cycle, pipeline, 2026 benchmarks by channel and how to organise tracking.
Read the articleWhich KPIs should you measure for the main advertising channels?
The KPIs to track for each advertising channel: Google Ads, Meta, LinkedIn, TikTok, YouTube, display. 2026 benchmarks, shared metrics and cross-reading.
Read the articleKPIs and dashboards: which questions should you put to your provider?
The 12 questions to ask a provider about KPIs and dashboards before signing: collection, definitions, access, data ownership, rhythm and costs.
Read the articleWhich KPIs should you track to run your online store without your head spinning?
The 12 KPIs for running an online store: qualified traffic, conversion rate, average basket, CAC, net ROAS, repeat purchase, 2026 benchmarks and reading by role.
Read the articleThe essential digital marketing KPIs to track every week and every month
The digital marketing KPIs to track weekly and monthly: a list by channel, reference thresholds, a 20-minute reading ritual and the common mistakes.
Read the articleKPIs and budget management: how do you weigh up your marketing investments?
Weighing up your marketing investments with KPIs: cost per result, marginal return, quarterly reallocation and 2026 benchmarks for a small business.
Read the articleWhich KPIs should you use to run a content strategy?
The KPIs of a content strategy, stage by stage: visibility, AI citations, audience, engagement, conversion, efficiency. 2026 benchmarks and a dashboard.
Read the articleHow do you build target objectives into your dashboards?
Building target objectives into a marketing dashboard: setting the target, showing the gap, handling seasonality and triggering alerts.
Read the articleVisual KPIs: which charts are clearest (bars, radars, heatmaps)?
Which chart for which marketing KPI: line, bars, gauge, table, heatmap, radar. Readability rules and the common mistakes.
Read the articleWhat deliverables should you expect from a data marketing provider?
The deliverables to expect from a data marketing provider: measurement plan, dashboard, glossary, reports, recommendations. Contents, timescales and 2026 costs.
Read the articleDigital marketing for a small business: where do you start?
The first six digital marketing projects for a small business, in order: measurement, website, local listing, capture, content, loyalty.
Read the articleWhich visibility channels are best, and how do you track each campaign?
The visibility channels that count in 2026 (Google, generative AI, social media, advertising, local, offline) and how to track each one.
Read the articleHow do you measure the ROI of your online advertising?
Calculating the ROI of your online advertising: the formula, full costs, margin, attribution, ROI by channel, 2026 benchmarks and the errors that distort it.
Read the articleImproving your conversion rate: a 90-day plan
A 90-day plan for improving a small business site's conversion rate: diagnosis, priority fixes, testing and measurement, with the gains to expect.
Read the articleWhich platforms should you favour for your business (B2B or B2C)?
Which platforms to favour for your business: Google, LinkedIn, Meta, TikTok, YouTube, Pinterest, marketplaces. A 2026 B2B and B2C comparison.
Read the articleHow do you judge whether your digital marketing provider really adds value?
Judging whether a digital marketing provider adds value: metrics by channel, a quarterly assessment grid, warning signs, 2026 costs.
Read the articleHow do you prioritise actions from your dashboard data?
Prioritising marketing actions from your dashboard: reading the gaps, an impact and effort matrix, decision rules and a monthly action plan.
Read the articleWhat is remarketing?
Remarketing explained: definition, the difference with retargeting, channels (Google, Meta, email), audiences, frequency, consent and 2026 benchmarks.
Read the articleWhich metrics should you ask for in digital marketing reports?
The metrics to ask for in a digital marketing report: board, SEO, GEO, SEA, social media, email, website. Structure, rhythm and a page template.
Read the articleWhich reports should you demand from your provider?
The reports to demand from a marketing provider: minimum contents, format, frequency, data access, commentary and the clauses to write into the contract.
Read the articleWhat is a scorecard and how do you use it well in a dashboard?
The scorecard in digital marketing: definition, the difference with a dashboard, metrics, a scoring system, examples by objective and mistakes to avoid.
Read the articleLearning the digital marketing tools: method and resources
Learning the digital marketing tools: which tools to master, three levels by role, training formats, costs and 2026 funding.
Read the articleHow do you segment your audiences for better results?
Segmenting your audiences in digital marketing: criteria, useful segments by channel (website, email, advertising), minimum size, tools and mistakes to avoid.
Read the articleHow do you get your board to read dashboards?
Getting a board to read marketing dashboards: arguments in euros, a one-page format, a monthly ritual, the objections and how to answer them.
Read the articleWhy you should not track every KPI at once
Why tracking every KPI at once hurts your decision-making: dilution, contradictions, noise. How many metrics to keep, and which ones.
Read the articleOne dashboard or one per channel?
One marketing dashboard or one per channel: advantages, limits, 2026 costs, and the two-level architecture that reconciles both for a small business.
Read the articleDigital marketing dashboard: a definition
A definition of the digital marketing dashboard: what it is for, what it contains, its sources, the types by reader, the tools and 2026 costs.
Read the articleHow do you build a multichannel dashboard (SEO, SEA, social ads, email)?
Building a multichannel dashboard (SEO, SEA, social ads, email): sources, conventions, 3 to 4 KPIs per channel, structure, tools and 2026 costs.
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