Mystic Mike’s predictions: What does 2026 hold for paid media?
By Mike Sharp, Operations Director at Launch That time of year is here. The time when I confidently predict the…
We’re excited to introduce Darcy Cooke, one of our newest recruits! Darcy has joined us as a measurement analyst. She crunches through data sets to provide clients with insights on paid media campaigns, as well as ensuring effective measurement of both paid and website traffic.
With Darcy on board, we are better equipped than ever to harness the benefits of data for our clients. Armed with data-driven insights into user behaviour, customer journeys, market trends and operational efficiency, clients can adapt quickly to changing market conditions and customer preferences, giving them a competitive edge.
To get to know Darcy, we asked her what she thinks about the world of data right now…
What’s the best thing about working in data?
The possibilities for leveraging data for positive change and innovation are boundless. This is what I find most interesting, and having the opportunity to shape a client’s business and solve complex problems is rewarding.
I’m also embracing the chance to study advancements in technologies such as AI and machine learning. These technologies can provide useful insights. For example, AI can help uncover patterns, make predictions and drive innovative solutions.
What’s your favourite new data development?
Real-time data. I think this data development is massively underrated. When investigating data and searching for new insights, real-time data is a valuable source of information for businesses. Rather than looking at data over an extended period of time, although that is useful, real-time data can provide a clear competitive edge to organisations and clients.
Is there a metric you feel is underrated for understanding user behaviour?
One metric I believe is important and massively underrated is average session duration. The purpose of this is to provide insights into the amount of time a user spends on a site or app during a session. Longer session durations indicate positive engagement from users, and a low duration may inspire a client to improve their online content, ensure their site or app is user friendly or use clear and compelling calls-to-action that guide users to the next step in their journey to name a few.
How does it feel to become a Loller?
The team at Launch are the most welcoming bunch. I feel really grateful to be a Loller. Launch are providing some great opportunities to grow and expand my knowledge in data analysis, and I feel very lucky to have that opportunity. What’s more, Launch is a company that has great ambition, and I feel excited to be a part of a team which will without a doubt achieve great things.
And last but not least, what’s your favourite karaoke tune?
I would have to say Angel Eyes by ABBA!
