Getting the big picture is vital for any marketing director who wants to demonstate the effectiveness of what the department is doing. Boards care little about the detail of each campaign and everything about how many sales it will lead to. Which gives marketing something of a problem, since all of the measures it receives […]
The challenge Johnston Press is one of the largest regional media groups in the UK, publishing titles including Yorkshire Post and The Scotsman. The Group sells over half a million daily newspapers and over 1.5 million weekly paid-for titles. It also enjoys a substantial online audience for its news websites, with around 6.2 million unique […]
THE ISSUE Just as everybody has learned to accept that we are in a recession, so they are learning to use another R-word – retention. Holding on to what you already have is a logical response to a market that offers little opportunity for growth. So it must follow that any company adopting a retention […]
This raises an interesting possibility – that marketers will pursue data quality for its business benefits and pocket an environmental benefit for free. In perhaps the greatest buy one, get one free ever, if they get PAS 2020 certification, it may also give them some valuable claims for the CSR report. “It will be a […]
What does your job involve? Is there a lot of pressure?While we do a lot of proactive planning in advance, when the time comes for campaigns to go live, my job can become a bit pressured. It’s absolutely key that the client expectations are managed, while co-ordinating data across multiple suppliers to get everyone working […]