How machine learning can improve conversion rate & optimise performance

84 Per cent of marketing organisations are using machine learning, according to industry sources.

One of the most notable areas where machine learning is burgeoning and delivering fast-paced impact is improving conversion and it’s easy to see why, considering the value machine learning can add to the performance optimisation process. 


A day in the life of... a motion designer

We're in the land of the creative for this week's 'day in the life'.

Lisa Ferrari is head of motion design at Silver Agency, a B2B specialist. We caught up with here to ask about her motivations and inspirations.


Why Kate Spade's superb video content strategy is a lesson to all fashion marketers

US fashion brand Kate Spade has wholeheartedly embraced video content in the past few years.

While some treat social as a customer service vehicle or a secondary marketing tool, the retailer sees social as the key to success, creating an entertainment-driven strategy to drive engagement and increase sales across the globe.

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Capital One's new browser extension is a great example of common-sense fintech innovation

Last year, Capital One, one of the United States' largest commercial banks and credit card issuers, launched Eno, a digital assistant that allows customers to manage their accounts conversationally through SMS.

Now, Capital One has brought Eno to the browser through a new Chrome and Firefox extension that could prove very useful to Capital One cardholders.


The best digital marketing stats we’ve seen this week

There’s a lot to sink your teeth into in this week’s roundup, including news about mobile commerce, marketing budgets, GDPR and more.

The Internet Statistics Compendium is also ready and waiting as always.

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GDPR: Why the opportunities far outweigh the costs

Instilling trust in users can be a significant challenge for marketers. Every one of us has at one time been fooled by a mis-sold product, over-hyped service, or B.S. guarantee. 

These lies are annoying and could lead to a financial loss. However, they all pale in comparison to a far more serious trust issue. One which is forefront in the consumer’s mind every time they have to hand over their email address, telephone number, or personal details.


A brief introduction to second-party data

Econsultancy has just published a handy guide to second-party data, in association with Salesforce.

Here's a quick intro to the subject, along with some brief discussion of why second-party data is growing in importance.


Five quick content opportunities for time-poor B2B marketers

B2B marketers can find it difficult to make time for content creation. You’re just as likely to be supporting business development activities or the latest big bid-writing exercise as you are planning the content calendar.

I’ve put together some simple tips for time-conscious B2B content creators.

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How brands have used satire in advertising

Beer brand BrewDog recently released its ‘Pink IPA: Beer for Girls’ – a parody product designed to highlight pay and gender inequality in the UK.

The joke was not well-received. In fact, the campaign was labelled as lazy and poorly executed, even serving to exemplify the issue of sexism in marketing rather than expose it. 


How healthcare companies are getting creative to acquire data

Data is the black gold of the 21st century. This is perhaps no truer than in the healthcare industry, where data has the potential to help address some of the biggest challenges individuals face.

As in just about every industry, the companies that need data the most aren't always the ones that collect it. In some cases, valuable data is generated and owned by third parties; in others, companies need tools and technologies offered by third parties to collect data that they have the potential to generate.


What is 'dark martech' and what challenges does it present?

An ominous-sounding term – dark martech actually refers to the practice of using homegrown technology or tools for marketing functions rather than third-party software solutions.

While many organisations might choose to go down this route, there are big challenges to consider. 


How UX makes Cookpad's app the best antidote to Instagram for foodies

Recipe sharing has come a long way from hand-me-down cookbooks. Now, you can find out how to make anything from roast beef to ramen with just a quick search online.

CookPad, Japan’s largest recipe-sharing network, now has global headquarters here in the UK in Bristol (where they are rapidly growing a data science team to further augment their app andnservice). With 60 million monthly unique users in Japan and 40 million global users per month – its hungry user-base is rapidly growing.