Grace Kite on how to use econometrics and get it right
Marketing Week ReportersEconomist Grace Kite explains what econometric modelling is and how it can be used to “untangle” different sales drivers.
Festival of Marketing: The Bottom Line
Analysis of all the key moments from the event, focusing on how marketers can boost the effectiveness of their marketing spend.
Aviva on why in-housing econometrics is no ‘silver bullet’ for success
Marketing Week ReportersBringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
Helen Edwards on the importance of looking beyond the numbers
Matt BarkerSometimes simplicity can be a double-edged sword, particularly when it comes to analysing data and metrics.
How trust and inspiration brought brands closer to customers under lockdown
Marketing Week ReportersTUI’s marketing boss and Debenhams’ former CMO discuss the lessons learnt during Covid and look forward to a more dynamic future.
Little Moons on the challenge of going viral on TikTok
Marketing Week ReportersMarketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
Nationwide on why flexibility can only come from certainty
Marketing Week ReportersCMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Mark Ritson: Brand diagnosis should be marketers’ number one job
Marketing Week ReportersMark Ritson outlines how to build a robust research plan and explains why marketers must find time to get to grips with diagnosis.
Bob Hoffman: ‘Devious ad tech weasels’ are making marketers look like fools
Matt BarkerBob Hoffman, aka the Ad Contrarian, argues that after 10 years of scandal, trauma and confusion, scepticism is a desirable trait for marketers.
Helen Edwards on why marketers must ‘act beyond the metric’
Lucy TesserasWhen 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.
Henkel’s marketing boss: ROI is one of the sexiest tools open to marketers
Charlotte RogersWhile 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.
GSK’s Jerry Daykin on how to avoid the ‘slippery slope’ of digital KPIs
Michaela JeffersonThe 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.
Brands cannot afford to neglect multicultural marketing
Marketing Week PartnerNew research from agency GottaBe!, revealed at the Festival of Marketing, shows why brands will only reach ethnic minority consumers by adapting to their needs.
To convert customers, first understand what to optimise
Marketing Week PartnerThere 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.
Why the single customer view is a ‘utopia’
Marketing Week PartnerAt the Festival of Marketing, senior marketers learned that, if you want to humanise your brand, you can’t put data before strategy.
Focus on tasks that fulfil your objectives, drop the ones that don’t
Marketing Week PartnerEndless tasks drag marketers away from achieving business goals, leaving many repeating work and missing deadlines. It’s time to prioritise the things that matter.
How to tell your product stories online
Marketing Week PartnerIncreased online shopping and a more competitive ecommerce sector mean brands and retailers can’t afford for their product listings to lack detail.
Privacy by default: How brands are adapting to new consent requirements
Marketing Week PartnerWith 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.
Why brands like Diageo are moving from keywords to answers to deepen customer relationships
Marketing Week PartnerBrands need to progress from search keyword strategies to answering real-life questions, and in so doing will increase consumer engagement and insight.
Why brands should reset their strategies to meet future challenges
Marketing Week PartnerNatWest 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.
Focus on measurement before targeting to succeed in the post-cookie era
Marketing Week PartnerMarketers 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.
How ‘ROA’ can be the metric that brings marketing and sales closer
Marketing Week PartnerClose collaboration between marketing and sales is critical for an effective B2B business, and it can be measured by considering ‘return on alignment’.
Why brands need to embrace automation for better data health
Marketing Week PartnerAs 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.
How to meet customers’ expectations as they ‘shoot through the roof’
Marketing Week PartnerCustomers are increasingly expecting superior experiences, so brands must use data to understand them better and ensure marketing is truly useful and relevant.
Why savvy marketers are shifting their focus from metrics to outcomes
Marketing Week PartnerMarketers who can measure outcomes, and not just clicks, are well placed to meet the demand for more business-driven KPIs in campaigns.
Why being ‘propositionally rich’ haunts Co-op’s marketing boss
Charlotte RogersWith 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.
Paddy Power on the impact of bringing econometrics in house
Charlotte RogersThe 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.
Why CEOs want marketing superheroes
Matthew ValentineThe 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.
Grace Kite: Ensure your econometrics supplier is not cutting corners
Michaela JeffersonEconomist 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.
Taking a punt and planning for the unplanned: How Little Moons made the most of TikTok fame
Matt BarkerLittle Moons marketing director, Ross Farquhar, explains why preparation allowed his team to take advantage when the mochi ice cream brand suddenly went viral.
How KFC shook off its ‘fading old man’ image
Manny PhamThe 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.
Mark Ritson: Marketers who skip brand research are doomed to fail
Michaela JeffersonCMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson.
Nationwide’s CMO on why long-term rigour enables short-term flexibility
Charlotte RogersBy putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.
TUI’s CMO on turning insight into action at pace
Lucy TesserasTUI now acts on customer insight “almost immediately”, a change brought about by the pandemic that CMO Katie McAlister says must remain in place if it is to retain a competitive advantage.