This report discusses the metrics that matter most throughout the ecommerce journey and covers testing and optimisation techniques as well as attribution models.
We spoke to a roster of experts about generative AI in 2024, how to balance innovation with potential risks, and the future of human involvement.
In the wake of Spotify Wrapped, we consider how brands can create an effective Year in Review campaign? We look at successful examples from Asda, Peloton, AllTrails and more.
Sam Richardson is a consultant at Twilio. She describes the team’s focus at the customer engagement platform, as “firmly on helping our [clients] to understand the importance of developing deeper relationships with customers.” “We’re working with them to encourage a mindset shift,” she continues, “from thinking about one off transactions to how they can earn […]
We caught up with the influencer marketing agency’s global performance director, to discuss the dream of hyper-personalisation and the value of shared meaning.
At Econsultancy Live, marketers from Barilla, BrightBid, the Financial Times and eSure Group discussed the role of generative AI and how marketers can get started.
The 3-week learning plan includes a live kick-off, five on-demand elearning lessons, a half-day workshop and ongoing access to Econsultancy resources.
Google has begun testing another feature from its Privacy Sandbox, IP Protection, which takes aim at the use of IP addresses as ad targeting identifiers. We spoke to some experts about how it works, and what it means for advertisers.
At last month’s Festival of Marketing, the John Lewis Partnership’s Michael Cato and Quintessentially’s Cathrine Levandowski discussed their current use of AI and the opportunity in the generative space.
At Think Summit Europe, Movable Ink CEO Vivek Sharma shared how an ensemble approach to AI models can address the personalisation challenge in CRM, and how AI-as-co-pilot enables marketers to put customer over campaign.
At the Festival of Marketing, CMO Barron discussed how Domino’s has capitalised on data to increase CLTV, optimise the ordering experience and evaluate media plans.
Nick Cowling, Head of Performance at Everybody Agency, tells us how healthcare and pharmaceutical marketers may mitigate for the deprecation of third-party cookies in their heavily regulated sector.
Angharad Exley, Senior Marketing Manager at Pasta Evangelists, discusses the brand’s personalisation journey, including their approach to email and discounting.
JYSK worked with DEPT® to combine offline and online consumer behaviour data in a test-and-learn approach
SKIN111 Clinic partnered with Home of Performance for a health industry-compliant remarketing strategy that targeted relevant local audiences
Hong Kong-based Pixio worked with Pecan AI to predict lifetime value of new gamers
This quick guide looks at the business benefits of marketing automation, including the ability to deliver personalised, omnichannel experiences to customers and improve acquisition, engagement and retention. It provides an overview of the main features offered by marketing automation platforms, and the key steps to successful implementation.
This quick guide provides an introduction to data-driven marketing and the benefits of deeper customer insights. It offers practical guidance and frameworks for using data to optimise marketing efforts.
This quick guide looks at techniques for measuring digital marketing effectiveness in an increasingly customer-centric market, and discusses strategies for success amid technical and regulatory industry changes.
This quick guide provides an introduction to AI, machine learning and data analytics and explores their potential applications across the customer lifecycle. It outlines how marketers can build a solid data strategy from initial assessment to governance and oversight.
This quick guide examines the different types of segmentation that can be used to group audiences and customers, explaining the key benefits and challenges of each approach and how personas can be used to bring segmentations to life.
This quick guide provides an overview of consumer neuroscience and its application in digital marketing. It looks at how key concepts from consumer psychology can inform content, messaging and user experience (UX) design.