No-one would argue today that data isn’t one of the main tools of the modern marketer. Many marketers will not be data experts, though, and all have scope to improve their knowledge, which is where these essays can help.
Despite the explosion of social media, email remains the preferred marketing tool but the data needs to be managed properly as a business asset to get high response rates, says Experian’s David Struth.
A backlash against ‘big data’ has led to questions about whether it is overrated, but Bright North’s Rob Hick believes it does offer opportunities and provides pointers on how to make the most of them.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.