Marketoonist on KPI overload
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Brands and media agencies need to share key information, increase collaboration and balance hard commercial goals with softer brand metrics, as new research reveals discrepancies between the KPIs used by both parties.
Mars is tackling climate change through a three-pronged strategy that will target its consumers, suppliers and its own operations.
It’s rare for companies to publish key performance indicators relating to their marketing – probably because there’s not much point
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.