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An introduction to data collection across digital channels
Getting the foundations of measurement right across channels including email, social and search is essential to ensure the most accurate analysis.
MoneySuperMarket boss: Measurement should be CMOs’ number one priority
Matt BarkerPeter Duffy, who is also president of ISBA, says measuring effectiveness is going to be more crucial than ever this year as marketing spend will be analysed like never before.
How to form a marketing measurement strategy
Econsultancy TeamThis guide looks at how to discover requirements when forming a marketing measurement strategy, covering understanding responses, what to ask when measurement planning and how to consolidate knowledge.
Five trends that will shape media in 2021
Matthew ValentineFrom streaming giants consolidating their positions to the influence of gaming and the growth of contextual advertising, Marketing Week picks the media trends that will shape the year.
Putting strategy before tactics and going online-only: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From Premier Foods’ long-term marketing strategy to Volvo’s plan to move sales entirely online, it’s been a busy week. Here is my take.
M&S sees alumni network as latest sign of digital transformation
Matt BarkerDescribing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy.
We need a total boardroom rethink if customers are to be better served
Tom GoodwinBoards have become detached from the reality of their customers. More outsiders willing to ask the big, awkward questions should be brought in – the voices of the future, the customer and of those who see things differently are needed.
Sharwood’s ends five-year TV hiatus as customers soar by 3.8 million
Charlotte RogersThe Premier Foods-owned brand is returning to TV after a five-year break with a campaign aimed at attracting younger consumers without alienating its core audience of over-45s.