Advertising technology platforms are now so pervasive that specialist expertise is needed to achieve maximum value from media buying. At a roundtable sponsored by AdRoll, marketers and media agencies debated where brands should look for help.
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.
Predictive analytics is giving brands the capability to automate marketing responses in any given customer scenario, but it requires fundamental shifts in companies’ attitudes to technology and the willingness to test and learn continually.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketing funnels to the search for talent, it’s been a busy week. Here is my take.
Marketers might need to rethink how they talk about funnels with the wider organisation if they are to gain the most traction.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.