Data leads thinking, planning and budget allocation in a digital world but how can brands ensure they are getting a true measure of success across platforms, channels and devices?
Despite the convenience of online shopping many shoppers abandon their baskets, but by using on-site data brands can swing the decision in their favour by understanding when intent to buy can be converted into a sale.
Brands can gather a wealth of data from consumers to help tailor messages, but the aim is not always to drive instant sales – data should also help personalise brand marketing at the awareness stage.
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?
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.
Leadership, communication and strategic thinking are the skills most prized by CMOs, according to new research, with functional experience lagging further behind.
Exclusive data from IPA Bellwether shows more brands are expecting job losses this quarter compared to last.
Despite returning to positive volume growth, Danone’s CFO says the business will continue to make strategic price increases behind its “differentiated” products.