A data management platform is increasingly necessary for brands as the volume and variety of consumers’ interactions with them grows, but how do marketers make sure their DMP doesn’t start managing their strategy too?
Ahead of his keynote address at the Data Storytelling Conference, Kenneth Cukier, co-author of bestselling book Big Data and data editor of The Economist, speaks to Marketing Week about the challenges of big data and whether the internet of things and wearables are here to stay.
ITV’s chief executive Adam Crozier has questioned the effectiveness of online advertising, saying that while brands investing in digital “might look like they’re being more efficient on paper”, they are not seeing the expected results.
The ‘single customer view’ remains the holy grail for some of the country’s biggest and most successful brands, and even those that have invested in creating a single access point to each customer’s data still encounter numerous roadblocks before actually achieving that aim.
The average tenure for a CMO at the US’s top 100 advertisers fell again in 2023 to 3.1 years, or 37 months.
Morrisons is trialling the personalised, AI-powered initiative, which rewards shoppers for purchasing particular brands they select from a list, something it says will provide value for both the consumer and brands.
Newly appointed chief brand officer Ije Nwokorie will take over as CEO next year.
The direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.