Why search data is your biggest business asset in 2021
Chris Pitt, Managing Director of Vertical Leap, explains the value of search data when responding to continued market uncertainty in 2021.
Chris Pitt
Five ways data science can help optimise your marketing budgets
Despite all the progress and innovations, marketing still remains a numbers game, at least to some extent. What changed is that instead of merely multiplying audience numbers (and, consequently, budget lines), savvy marketers look at the figures at hand and attempt to understand the message behind these.
Four strong indicators that your marketing analytics programme will fail
Marketing analytics has been making strong inroads into agencies’ toolkits for the last three years. Machine learning-powered sentiment analysis, predictive analytics, programmatic advertising and a cohort of other AI use cases in marketing are a frequent subject on the lips of CMOs.
AI in marketing: How to find the right data sources
Valuable marketing insights are hard to find in the mountains of data many marketers are now faced with – resurfacing them requires more sophistication than manual methods can deliver.