Machine learning helped the home improvement retailer develop personalised communications for its two target audiences – everyday consumers and the professional market.
Marketers often overlook how brand tracking surveys can be used to build fully permissioned data sets of exactly the kinds of consumers they want to reach.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As research from Kantar reveals segmenting audiences by experience and behaviour could make targeting up to four times more efficient, marketers explain why segmentation should “underpin everything”.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
We arm you with all the numbers you need to tackle the week ahead.
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.
A combination of behavioural science and machine learning helped Wickes “shine a light” on the power of its customer data.
The home improvement retailer used machine learning to identify the missions and motivations of shoppers, tapping into behavioural science to appeal to consumers’ emotions.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.
Boots is trying to reach almost all UK consumers with its new ads, but is pairing them with targeted performance marketing – and it needs both.
Brands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
When you place advertisements or send out mailings you want to be sure they’re viewed by the right people. Geodemographic techniques will tell you where your clients are.
Representing £300bn in spending power, multicultural communities are a market no brand should ignore, and which each need their own approach to communications.