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.
WhatsApp is aiming to highlight the fact it holds user privacy in high regards and show how its service actually works as it launches its first global campaign.
Walkers is behind April’s most effective ad campaign, winning over the public by tapping into “unspoken behaviour” and scoring high on both long and short-term effectiveness measures, according to The Works study.
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 underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
From the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.