Too many marketers are asking for data that’s easy to measure and KPIs that are simple to track, rather than really listening to customers and understanding their wants and needs.
Customer satisfaction scores such as NPS hide your brand’s problems. Instead of focusing on a simplistic number, take a big data approach to analysing customer comments says University of Cambridge researcher Mohamed Zaki.
German jewellery and watch retailer Thomas Sabo is increasingly shifting its spend from magazine placements to media that is “easier to measure”.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketers championing their true purpose to the return of KFC’s ‘Finger lickin’ good’ strapline, it’s been a busy week. Here is my take.
Neuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
The travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
Being consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.