The six biggest myths holding back insight-driven businesses

Between economic pressures and ever-dynamic consumer trends, the past year has driven businesses to be more agile. If we’re looking for a silver lining to the pandemic, it’s that companies have accelerated their journeys toward data maturity.

But what does this mean for marketing operations? Despite the challenges, more and more businesses have turned to data to help reframe their priorities and achieve greater agility. While financial investment in this area is high – over...

20 April 2021 | Best Practice

Blockchain in digital marketing: More consumer trust – and new ways of advertising

Digital marketing is facing concerns relating to online activities, be it cyber security, data protection or transparency. Blockchain can help to consolidate customer trust in the digital world. It can give more online ad authenticity, brand transparency, support cross-promotion with influencers and reward customers for data sharing.

Platform businesses like Facebook pose challenges to many market players in digital marketing as they hold monopoly or duopoly. Furthermore, data...

19 April 2021 | Advertising

Never underestimate AI: How retailers can predict the unpredictable

From hoarding toilet paper to shops shutting their doors, it’s fair to say 2020 was one of the most disruptive years for retailers. According to the ONS, online sales grew by 46% in 2020, compared to the previous year. With consumer behaviour changing rapidly in response to the pandemic, retailers have had to adapt and keep pace with demand. This has been the perfect use case for automation, which has proved invaluable as retailers navigate a path through disruption.

The...

16 April 2021 | Automation

Three technical trends to consider for your data-driven marketing initiatives

As we look into the future, it’s important to remember that real widespread change happens slowly for such a large industry. People have been talking about assembling customer 360-degree views and utilising “big data” for closing in on 20 years, and articles detailing how effective and popular AI will be in marketing go back close a decade.

Which is not to say change isn’t happening, but that it comes gradually, in fits and starts as industry innovators latch onto a...

14 April 2021 | Advertising Technology

Why the marketing data ecosystem needs to up its game on certification and transparency

Most industries have voluntary certifying bodies that attest to the quality of their members.

For example, in the investing world, a chartered financial analyst (CFA) is someone who has been certified by the CFA Institute after having completed three rigorous examinations testing their investing and financial acumen.

Though taking the CFA Exam is voluntary, it has become the benchmark against which most investment professionals are measured, and its selectivity — fewer...

1 April 2021 | Best Practice

How to clean up with the right dashboard strategy: Turning marketing data into business insights

Data and analytics are designed to drive revenue and provide the insights necessary to grow an organisation’s bottom line – guiding key decisions, identifying new customers and determining what is working and what is not. And while data has always been an important part of a business’ strategy, with the increase of digital marketing and increased multi-channel tactical execution, it is more essential than ever before.

What some businesses might not realise, however, is that...

19 October 2020 | Automation

Don’t just address compliance as part of your marketing strategy – embrace it

Session When it comes to marketing, trust is sometimes considered something of a dirty word. Pre-GDPR, it was almost laughable. Yes, you can trust us not to hawk your data to any Tom, Dick or Harry going. You can also trust us that our product does exactly what we say it does, and that you won't get a few bills down the line because you neglected to read the small print.

The wheels are in motion for those who blatantly transgress, though the cogs can take a while to whirr. For the...

11 September 2020 | Attribution

Three guiding principles for building better marketing analytics dashboards

Modern marketing campaigns are constantly churning out data that can allow companies to continually improve customer engagement. But for that data to be useful, it has to be organised and presented in a way that key stakeholders can understand and act upon.

Enter the marketing analytics dashboard. These visual data representations provide a single, unambiguous source of truth about campaign performance. They allow stakeholders without a background in data science to easily see...

28 August 2020 | Big Data

Five ways marketers can leverage personalisation – without violating privacy

In today’s digital-first marketplace, personalising the customer journey matters more than ever. As personalised marketing tools become increasingly intelligent, companies gain unparalleled insight into how their customers behave, which helps these brands better understand and cater to their target audiences.

In some cases, this insight can be a double-edged sword. People appreciate personalised customer experiences, but some users rebuff marketing tools that access information...

29 July 2020 | Advertising

Know your data – and your limits – before utilising automation to drive campaign ROI

Brands are sitting on millions of pieces of data about customers and their behaviours – and yet many marketers are still failing to effectively apply it to their digital comms.

As a result, it’s leading to an array of lost opportunities. But why is that the case when organisations are exposed to even more ways to analyse their performance, speak to audiences on a deeper level and positively impact business growth?

Perhaps organisations aren’t providing marketing...

20 July 2020 | Advertising