From ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
Nielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
Expedia says it is bucking the norm for travel booking firms by focusing on growing customer lifetime value and retention over chasing individual transactions online.
Airbnb is poised to “modestly” increase marketing spend in the second half of the year as it eyes expansion into new markets.
Former CMO Ed Hughes has been brought back into the company to once again pick up the marketing reigns, replacing Ian Cafferky who joined the business in February.
Maintaining strong branding can be a challenge for brands tapping into cultural moments, yet brand association was one of the key strengths of The AA’s ad.
Want to know how to build more powerful memories and associations for your brand? Just think about Great Aunt Margaret.
Communicating marketing effectiveness is a challenge for all marketers, made no less difficult by the lack of common definition. Is standardisation the solution?
UK marketing director Leanne Banks says shifting focus from commercial goals to creativity is helping Pernod Ricard take on its bigger rivals.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From calls to standardise the definition of effectiveness to increasing marketers’ data literacy, it’s been a busy week. Here is my take.
The goal at Dell is to ensure marketing effectiveness is not analysed in silos, although global brand boss Liz Matthews insists the art is in measuring what matters.
AB InBev’s in-house agency lead argues companies need to democratise creativity across all teams, not just marketing, in order to achieve business success.
Arguing that effectiveness is all about effective reach, Pinterest CMO Andréa Mallard urges marketers to look beyond “superficial vanity metrics”.
Four months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
Comparing the award-winning campaigns against a database of 80,000 ads reveals that, in many cases, they were leaving viewers “utterly cold”, says System1 CMO Jon Evans.