There’s no more terrifying phrase in marketing than ‘big data’, but once you start to understand it you realise adoption doesn’t have to be complicated and it won’t replace marketing expertise.
From chatbots and AI to breaking the Google and Facebook duopoly, brands at Web Summit in Lisbon ambitiously embraced tech as the cornerstone of future global growth.
While the seemingly exponential rise of data can seem daunting, marketers from Marks & Spencer, Disney and the BBC believe there is a way to make sense of all the information to better target and delight consumers.
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 unpicking what purpose means to P&G’s quest for “product superiority”, it’s been a busy week. Here is my take.
Marketing departments are acting now to meet growing privacy expectations, with a focus on internal organisational improvements.
The dog food brand has won the top prize from Sky’s Zero Footprint ad fund, now in its third year.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.