Marketoonist on customer satisfaction survey fatigue
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Too many marketers are asking for data that’s easy to measure and KPIs that are simple to track, rather than really listening to customers and understanding their wants and needs.
Customer satisfaction scores such as NPS hide your brand’s problems. Instead of focusing on a simplistic number, take a big data approach to analysing customer comments says University of Cambridge researcher Mohamed Zaki.
German jewellery and watch retailer Thomas Sabo is increasingly shifting its spend from magazine placements to media that is “easier to measure”.
While the UK’s ad market grew 6% in 2023, total growth when discounting high inflation rates was -1.2%, according to the latest report from the AA and WARC.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.