Analysis: The four key methods for marketing measurement to maximise impact

When looking at organisations today, market research and marketing analytics now absorb around 13-16% of marketing operations budgets. However, evidence from Gartner’s Marketing Data and Analytics Survey (client access required) indicates that these investments are mismatched with their output and this presents a significant risk to the ongoing investment.

So, what does one do to find what works and what does not – which marketing activities should be doubled down on and which...

Want to become a growth leader? Insist on CX data, says Gartner

Far more growing companies are using customer surveys to collect CX data than their more static competitors, according to a new report from analyst firm Gartner.

In its recent paper, titled 'Growing Companies Are More Actively Collecting CX Data Than Nongrowth Companies', Gartner said that companies that have witnessed a positive revenue growth collect more customer experience (CX) data compared to non-growth companies.

80% of growth organisations use customer surveys to...

How to ensure your marketing team’s BI dashboards are actually useful: A guide

No self-respecting marketing team would be without a business intelligence (BI) dashboard today. They’re immensely popular for good reason; a well-planned dashboard helps people to make sense of huge amounts of data in the blink of an eye, supports better business decision-making, and it looks good, too.

However, a poorly-designed dashboard can be worse than no dashboard at all. All too many companies are so eager to add dashboards to their business intelligence solutions that...

How to reach local audiences with your existing content strategy: Four in-depth methods

Consumer behaviour is trending toward on-the-go mobile shopping.

A 2018 study by Uberall revealed that 69% of smartphone users rely on their devices for shopping. Among those in that group, 82% had customised their searches to be “near me.” Data released in 2017 confirmed this trend: Four in five consumers want search results and ads to be customised to their local area, and half of smartphone shoppers visit a local store within a day of their...

Why your web team needs an invite to your strategy meetings now

I’ll give it to you straight: It is imperative that you invite your web team to your marketing strategy meetings. Your company’s website is one of its most valuable customer-facing marketing assets, so your website operations need to get serious about how web design enhances your marketing efforts.

New channels, new social media platforms, and other trends will come and go — and it will be important for your marketing team to experiment through each. But your company...

AI for programmatic is great – but tragedy shows us why human judgement remains vital

Artificial intelligence has been an indispensable tool for programmatic ad buying. But algorithms can’t always tell the difference between positive and negative sentiment — you need a human for that.

This was brought home to me in the days following Kobe Bryant’s death in January. The tragic event spurred a tidal wave of activity on social media, which triggered ads for his jersey and other memorabilia items. This came across as tacky to many consumers. One of my...

From development to deployment: Why the future of media and entertainment lies in the cloud

In the last few years, entertainment giants such as Apple and Disney have woken up to the revenue potential of the streaming service market that Netflix has long dominated. They’ve directed huge volumes of capital in their quest to seize market share, with Disney’s streaming business alone now worth a staggering $100 billion. 

It’s an exciting time for the sector no doubt. But in the age of the streaming wars, production teams have their work cut out. Content...

Not in a silent way: How Jazzed launch represents alternative to ‘all-you-can-eat’ streaming culture

Have you ever been in a position where you’re on the well-known video streaming platform of choice and find yourself utterly unable to decide what to watch next? The algorithm and lazy load web design is happily combining to give you suggestion after suggestion, but nothing seems to fit.

If so, you’re not the only one to have the same feelings. For those saturated by the era of all-you-can-eat for £9.99 in the music industry, there are increasingly new...

How to build a truly integrated marketing campaign – in six simple steps

Marketers are faced with a world of conflicting information, and it’s often supplied without evidence or an agenda. So, who should industry professionals trust when it comes to knowing exactly how to deliver messaging that works?

Not every marketing department will be utilising the powers of a great email campaign, but even for those that don’t, simple principles still apply.

When defining what an integrated campaign is, it gives meaning and purpose when...

CMO evolution: Understanding the need for change but fearing not keeping up

CMOs have a problem. Their role is changing, from exploring customer engagement and adding to the sales pipeline, to one of more consistent growth. Yet a new report warns that a potential recession has led to an overall negative feeling among marketing chiefs.

Chief Outsiders polled more than 50 of its CMO consultants – executives with senior experience at Fortune 500 level now working at mid-sized organisations – last month to give their verdicts.

According to...