It’s never too early to start planning your Black Friday Activities. It’s one of the few times of the year that you can make trading decisions in real time as you make adjustments to pricing and media spend in response to performance, competitor activity and product availability. However, to do this effectively you need to have a solid plan that everyone can work off and we hope the below can help guide you with this.

Effective structuring of paid social campaigns is vital if you want to really achieve significant goals. This guide explains how to build a paid social strategy.

For a paid social campaign to meet the expectations of all stakeholders, it's essential to spend time on forecasting. This guide explains how to approach this crucial aspect of your campaign.

Previously we have examined how to use the customer journey to break down website performance and to prioritise development work, here we look at leveraging audiences within each channel, helping to create value from your display and social investments.

In this piece we’re going to address attribution models in social media. This will mostly be focussed on Facebook (and Instagram) as this is where the bulk of social advertising spend goes, but the principles are applicable to other networks like Twitter, YouTube or LinkedIn.