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”.
People may be starting to travel again but the threat of quarantine and fears over a second wave make rebuilding consumer confidence in the industry a difficult job.
The last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.