Analysis of all the key moments from the event, focusing on how marketers can boost the effectiveness of their marketing spend.
Kerry Foods CEO Nick Robinson believes marketing has more than proven its value to help brands thrive in a crisis, a fact he appreciates given his more than two decades spent as a marketer at brands such as Diageo and Coca-Cola.
Confused.com CMO Samuel Day explains how the price comparison site boosted brand awareness by going against category norms.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Economist Grace Kite explains what econometric modelling is and how it can be used to “untangle” different sales drivers.
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
Sometimes simplicity can be a double-edged sword, particularly when it comes to analysing data and metrics.
TUI’s marketing boss and Debenhams’ former CMO discuss the lessons learnt during Covid and look forward to a more dynamic future.
Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Mark Ritson outlines how to build a robust research plan and explains why marketers must find time to get to grips with diagnosis.
Bob Hoffman, aka the Ad Contrarian, argues that after 10 years of scandal, trauma and confusion, scepticism is a desirable trait for marketers.
New research from agency GottaBe!, revealed at the Festival of Marketing, shows why brands will only reach ethnic minority consumers by adapting to their needs.
There is no ‘golden path’ to boosting conversions on your website, but by understanding what customers need and where to focus your efforts, you give yourself the best possible chance.
At the Festival of Marketing, senior marketers learned that, if you want to humanise your brand, you can’t put data before strategy.
Endless tasks drag marketers away from achieving business goals, leaving many repeating work and missing deadlines. It’s time to prioritise the things that matter.
Increased online shopping and a more competitive ecommerce sector mean brands and retailers can’t afford for their product listings to lack detail.
With changes on several fronts limiting how brands identify and target individuals, marketers must equip themselves with the key knowledge needed to prepare for a world where privacy is presumed.
Brands need to progress from search keyword strategies to answering real-life questions, and in so doing will increase consumer engagement and insight.
NatWest CMO Margaret Jobling told the Festival of Marketing that brands should always make time to review their marketing activity and refresh their approach, especially with consumer attitudes changing so quickly today.
Marketers are increasingly faced with the challenge to identify and target audiences without third-party cookies, but it’s important to bear in mind that the deprecation of the first-party cookie will also significantly impact their ability to measure campaign success.
Close collaboration between marketing and sales is critical for an effective B2B business, and it can be measured by considering ‘return on alignment’.
As HSBC and Salesforce Datorama demonstrated at the Festival of Marketing, marketers need to move away from manual processes to realise their data’s value and identify opportunities proactively.
Customers are increasingly expecting superior experiences, so brands must use data to understand them better and ensure marketing is truly useful and relevant.
Marketers who can measure outcomes, and not just clicks, are well placed to meet the demand for more business-driven KPIs in campaigns.
When analysing simple metrics like NPS marketers can’t look at the number in isolation, they must frame it within a wider context, diagnose what it means and ask how it can be improved.
While it is important to understand its limitations and resist an obsession with short-term thinking, return on investment remains a powerful metric for marketers when used correctly, says Henkel marketing boss Nikki Vadera.
The best way of measuring digital marketing’s brand impact is to use “old school” methods such as econometric analysis, brand lift studies and customer research, according to Jerry Daykin.
With a diverse group stretching from food to funeral care, the Co-op is constantly being challenged to find new ways to prioritise the different aspects of the business on a tighter budget than its rivals, explains marketing boss Matt Atkinson.
The investment may be large and specialist talent hard to find, but Paddy Power marketing boss Michelle Spillane believes working with in-house econometricians is a recipe for success.
The CEOs of Wagamana and Kerry Foods explain why an appreciation of internal comms and a thirst for innovation are important characteristics marketers must possess in the post-pandemic world.
Economist Grace Kite urges marketers to get under the bonnet of their econometric modelling to ensure the work is robust and doesn’t go to waste.
Little Moons marketing director, Ross Farquhar, explains why preparation allowed his team to take advantage when the mochi ice cream brand suddenly went viral.
The fast-food giant admits to falling behind with consumer trend leading to a loss in brand relevance but eventually found a way to engage with consumers again to reinvigorate its brand.