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Lead acquisition (lead generation)

Lead acquisition, also called lead generation, is a marketing process in which you attract site visitors who express their interest in your brand, company’s product and convert them into your customers. This process involves different marketing channels from organic search, email marketing, to social media, and many more.

A Lead is generated when a visitor has become aware of a product or service and is willing to share their contact information, learn more about your brand, subscribe to a newsletter, or download your ebook, etc.

  • first party data

    First-party analytics without consent: Your Digital Omnibus compliance guide

    The Digital Omnibus is the European Commission’s simplification initiative to modernize the EU’s digital rulebook and reduce consent fatigue. The framework would enable first-party analytics without consent when specific criteria are met, ending years of uncertainty about the use of legitimate interest for web statistics.

  • University website personalization: First-party data strategies for student recruitment and retention

    University websites receive millions of visits annually from diverse audiences – prospective students, admitted students weighing their options, current undergraduates, graduate students, parents, alumni, and faculty. Yet most institutions serve identical content to all these visitors, missing critical opportunities to engage each audience with relevant information.

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