Guides for CMOs and Digital Leaders

Econsultancy’s reports for CMOs and digital leaders researching data and CX strategy, digital transformation, consumer insight, skills and culture, and more.

Digital Transformation

B2B Digital Transformation

B2B businesses embarking on digital transformation programmes must factor in a growing demand for ecommerce and a shift in approach towards customer-centricity. This report provides best practice on the opportunities and challenges involved.

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Building a Digital Culture

Pragmatic advice for marketers, HR professionals and other leaders about how to apply, support and promote a digital culture within teams and organisations, in order to enable greater agility and improved customer experience.

Data and Effectiveness

Maximising the ROI of Digital Marketing

Maximising the ROI of Digital Marketing

  1. Introduction: The Principles of ROI “The fundamental reason why anyone calculates ROI is to prove their existence, or their intention to do something,” says Raj Balasundaram, VP Solutions and Strategic Services at marketing platform Emarsys. Having the ability to accurately quantify the contribution that a marketing programme or strategy has had upon revenue […]

Customer Lifetime Value Report - Econsultancy

Understanding Customer Lifetime Value

1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]

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Optimising Marketing Spend Best Practice Guide

Econsultancy research indicated nearly half (47%) of UK marketers faced budget cuts following the Covid-19 outbreak. This report provides guidance about how to thrive despite budget cuts during these ‘unprecedented times’, and tips on getting the most out of channels and restructuring teams effectively.

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Data-Driven Marketing

A best practice guide providing marketers with a pragmatic guide to data-driven marketing, covering the essential areas and setting out key strategies, methods and guidance that can support best-in-class execution.

Leadership and Change

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Organisational Structures and Resourcing Best Practice Guide

This report represents a major update on the 2015 Digital Marketing: Organisational Structures and Resourcing Best Practice Guide and covers topics including the rise of martech and the growing importance of customer experience, the key ways of structuring marketing teams, the major steps leaders must take in order to build an effective marketing organisation and more.

Learning from a Crisis Best Practice Guide

A report exploring the key lessons that can be learnt from responses to the Covid-19 pandemic from organisations in sectors, such as retail and education, that have seen an accelerated shift towards digital transformation, including actions businesses can take forward when the world starts to return to business as usual.

Strategy

How Marketers Learn

This report highlights the value of facilitating a learning culture in marketing teams and offers guidance on developing an organisational learning strategy.

Modern Marketing Skills and Mindset

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The Fundamentals of Modern Marketing Mindset

A guide exploring in detail Econsultancy’s 10 Cs framework for building a Modern Marketing Mindset, also explaining the difference between mindset and ‘modern marketing mindset’, and looking at what mindset means for individual performance, career success and organisational goals.

Modern Marketing Job Descriptions

This guide covers the challenges specific to hiring for the skillsets required by modern marketing teams in the digital age. It looks at how to use job descriptions as a marketing tool, overcoming the skills gap, building diversity and inclusion into the hiring process, and more.

Consumer Perception and Brand

Trust, Transparency and Brand Safety

Trust, Transparency and Brand Safety

1. Introduction 1.1. Executive summary Trust is seen as a crucial element of brand success. With increasing disruption and competition across all sectors, trust becomes even more important for brands to focus their efforts on.  Last year, fake news was a highly contentious issue and it raised concerns about where a brand’s content was appearing. […]

Consumer Neuroscience and Digital Marketing

This report explains how consumer neuroscience and consumer psychology can benefit digital marketers for strategy and implementation. It examines consumer neuroscience as a market research discipline, and explores cognitive concepts that can be directly applied by digital marketers.

Quick Guides

Quick Guides offer condensed versions of our Best Practice Guides for marketers short on time.

Quick Guide to Brand Purpose

This quick guide provides advice for businesses seeking to define or rework their brand purpose. It looks at why brand purpose has become a vital component of modern marketing, and why integrating and communicating it effectively can help win customer loyalty and increase employee satisfaction and retention.

Quick Guide to Product Strategy and Marketing

This quick guide looks at the increased role of product strategy and marketing caused by growth in direct-to-consumer propositions and products-as-a-service. It provides marketers with a practical guide to the essential principles, processes and practices surrounding these increasingly critical areas.

Quick Guide to Customer Retention

This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.