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.
One of the biggest challenges in marketing over recent years has been tracking the value and efficacy of campaigns. Focusing on last-click conversions could be significantly damaging our marketing – but not in the way you think.
Coca-Cola looks to make its corporate brand about more than just Coke Coca-Cola has launched a new corporate branding campaign in the US that aims to portray it as a “total beverage company” and shift the focus away from its most famous product. The spots, which are airing on US TV, feature a wide range […]