Posts tagged with Insight

michael brown

A day in the life of... insight director at UM

This week's 'day in the life' interview is one of my favourites.

Michael Brown is insights director at UM. Here's how he fills his time, and what makes his role so enjoyable.

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the aa

How the AA transformed its brand using political messaging & strategic insight

Cheryl Calverley, Head of Marketing at the AA, spoke this morning at the Festival of Marketing 2017 about what ‘insight’ should mean to a marketer and how the AA has transformed its brand using political messaging.

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dikw

Why marketers must move from data to insight to action

More data is not necessarily a good thing.

It needs to be actionable, providing marketers with insight. If it's not, then perhaps now is the time to invest in new technology.

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Q&A: HSBC’s Amanda Rendle on using insight to improve the customer experience

HSBC has recently begun shifting its commercial focus back to the customer, returning to its original 150 year old purpose.

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email poor relation

Why is email seen as the poor relation in digital marketing?

We use email in our everyday lives and it has certainly been around for a while, since 1972 courtesy of Raymond Tomlinson.

Email allowed us to seamlessly send electronic communications then, and today it is a common marketing tool to drive customer engagement.

So why is email seen as the poor relation in the world of digital marketing?

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Exploring Today's CMO

Why this is an extraordinary time to lead marketing

This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.  

The objective of this series is to share insights, experiences and ideas for passionate marketers who want to grasp what it takes to be in charge of marketing, especially in these amazingly progressive times where marketing has attained a more strategic role.  

The series could be seen to be oriented towards B2B, but many marketers see the lines with B2C blurring. So grab a coffee, put your feet up and read on.

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Insight leads to lightbulb moments of clarity

Turbocharge your retail search strategy with customer data and insight

It continues to trouble me just how much dross there is floating about in the world of search marketing. Only the other day, I asked a prospect how their current agency had chosen the keywords that they were currently targeting.

Their response: "They asked us to supply a list of keywords we wanted to rank for and just went with those".

"Holy crap" I thought, "this still happens?"

There are plenty of good articles out there that talk about how to establish a keyword strategy so I’m not going to cover old ground in this article. Needless to say though, simply asking a client to supply a list of keywords, which are then ‘targeted’ without further analysis or discussion, is pretty scandalous in this day and age.

Unfortunately, this is just one example where agencies and consultants sell ‘search strategies’ that, in reality, are not strategies at all. 

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#TheDigitals: What are the most important digital trends for 2013?

https://assets.econsultancy.com/images/resized/0003/3725/digitals_banner_gplus-blog-half.pngThe Digitals are all about finding the companies and individuals who are redefining the marketing landscape, so who better to ask about the future of marketing and ecommerce than The Digitals Shortlist?

We’ve rounded up some of our favourite comments from nominees covering the biggest digital trends of the year, and asked them to tell us which companies and products are capitalizing on these... 

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Digital Cream Singapore: five key takeaways

Last week  saw the inaugural event of Econsultancy’s expansion into Asia, with nearly 100 senior client-side marketers attending Digital Cream Singapore.

The event was held in the stunning venue of Singapore National Library’s Pod and the consensus amongst attendees, sponsor vendors and (however biased), the Econsultancy contingency, was that it was a success. 

The Digital Cream format was the same as usual, so I managed to sit in on three separate sessions, but in between these, I also managed to have long talks with marketers, industry and trade bodies, vendors and moderators.

As a result, I’ve summarised the five key trends that emerged from the event. 

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Too much data, not enough insight

At Digital Cream earlier this month, I took part in some intriguing roundtable discussions on ‘joining up online and offline channels’. 

Of course, the issue of aligning individuals and the data associated with them from different channels, in-store, e-commerce, social media, etc, has been plaguing marketers for some time now.

One of the biggest challenges is making usable sense of the vast swathes of digital data available...

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YouTube gets engaged

Online, it's all about measurement. From web analytics to advertising, the current economic environment demands it because without measurement, it's all but impossible to calculate ever-important ROI.

Increasingly, 'engagement' is one of the metrics that everyone is interesting in measuring. How are users interacting with your content or ads? How does that relate to your bottom line?

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