An introduction to data collection across digital channels
Econsultancy TeamGetting the foundations of measurement right across channels including email, social and search is essential to ensure the most accurate analysis.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Salary Survey 2021: Addressing the career consequences of Covid
Charlotte RogersAs exclusive Marketing Week data reveals one in 10 marketers have been let go over the past 12 months, many in the industry are shaking off the stigma of redundancy and proving they can thrive amid the career carnage of Covid.
Marketing through a recession and merging brands: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Unilever’s long-term strategy to the partnership between Walkers and KFC, it’s been a busy week. I’m stepping in for Russell this week, so here’s my take.
Unilever’s marketing boss on why digital transformation should be led by marketing
Lucy TesserasIn her first major interview since taking on the top marketing job at Unilever, Conny Braams says the addition of digital to the CMO title has enabled her to accelerate the end-to-end digitalisation of the FMCG giant.
Three truths and three predictions for B2B marketing
Marketing Week ReportersSAP global CMO, Alicia Tillman, sets out her vision for the future of B2B marketing.
Why one CEO abolished the corporate hierarchy to promote progression
Charlotte RogersBy getting rid of line management, cutting ‘head of department’ roles and making progression a twice-yearly goal, Jellyfish CEO Rob Pierre claims to have radically overhauled the corporate structures holding back talent retention.
How Birds Eye attracted 2.4 million new customers under lockdown
Charlotte RogersAfter taking the decision to rationalise its portfolio at the onset of the coronavirus crisis, Birds Eye has reacted quickly to push out new products tailored to the evolving consumer mood.
The industry trends to avoid in 2021
Tim GeenenToo many brands will fail to recognise the obsolescence of their preferred ways to target customers this year, leaving them without a viable solution – unless they act now.
Seeking growth and telling a story: 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 the brands moving from a defensive to an offensive mindset to the power of a well executed strategy, it’s been a busy week. Here is my take.
How the Ideas Foundation is inspiring the next generation of creatives
Matt BarkerCharity founder Robin Wight explains why educating and encouraging young people from disadvantaged and diverse backgrounds is vital if the industry is to ever be truly inclusive.
Tiers, tantrums and corona: How adland found its humanity amid a pandemic
Paps ShaikhBrands and CMOs – like their consumers – have recognised the greater importance of local communities and communications in the past year.
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.
Are CMOs feeling the pressure in an age of tech and data?
Marketing Week ReportersMarketers may increasingly be expected to have an analytical mind but, as leaders from L’Oréal, General Mills and the WFA debate, does that come at the expense of creative thinking?
‘The last of its kind’: How Smirnoff’s ‘Sea’ ad made a splash
Matt BarkerAmid stiff competition from the wider spirit sector, Smirnoff decided to pull out all the stops with a big-budget, old school shoot that brought together helicopters, cranes and some very angry fishermen.
Is marketing entering an era of selective innovation?
Charlotte RogersAs companies from Coca-Cola to Mondelēz weed out underperforming brands to focus their energy on the products best set to deliver growth, is innovation becoming far more selective?