Poor data is costing brands 6% of annual revenue
Research finds poor quality data is affecting the bottom line for brands which fail to recognise the importance of data accuracy.
Secret Marketer: Big data won’t do your job for you
David CoveneyThere’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.
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Facebook, Deliveroo and Tinder talk bots and data
Charlotte RogersFrom 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.
M&S, Disney and the BBC on why data is key to loyalty
Rachel GeeWhile 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.
Marketing That Matters: How a surge in investment interest helped IG Group engage new audiences
Marketing Week ReportersInvestment platform IG Group’s CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
Mars on the value of adopting an ‘ROI++’ mindset
Marketing Week ReportersWhile demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based madness: The new craze in B2B
Jon LombardoAccount-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
McDonald’s brings back ‘critical’ UK CMO role
Michaela JeffersonPromoted to CMO at the fast food giant, Michelle Graham-Clare has been McDonald’s most senior UK marketer since the departure of Gareth Helm last summer.