beginner’s guide

The test-and-learn approach in data & analytics: a beginner’s guide

The ability of an organisation to leverage data – either for singular marketing campaigns or wider business strategy – points to a degree of data maturity. It indicates that the process of becoming ‘data driven’ or undergoing ‘data transformation’ as part of a wider digital transformation programme – is underway. Engaging in testing and optimisation […]

Face mask, viruses and vaccine

PEST, SWOT and scenario planning for marketers: a beginner’s guide

The Covid-19 crisis is an unprecedented event, the exact impact of which is impossible to foresee. However, those organisations that have dealt with the crisis best are those that had robust strategies in place for dealing with the unpredictable. There are a multitude of different tools available to help organisations consider and prepare for potential […]

How to create better marketing job descriptions: a beginner’s guide

The content of this guide is taken from Econsultancy’s Modern Marketing Job Descriptions Best Practice Guide, written by Rose Keen. The report offers hiring managers and recruitment teams the tools to write better job descriptions for in-demand roles. From building in inclusivity from the beginning to ensuring discoverability, this guide offers a framework to help […]

How to run a customer journey mapping workshop: a beginner’s guide

The content of this briefing is taken from Econsultancy’s Customer Journey Mapping Best Practice Guide. This abridged version will cover: Pre-workshop Agree who attends Find a place Agree who moderates Create an agenda Include personas and hypotheses Mapping software. During workshop Successful facilitation Being the customer Teamwork Capturing conversation, Post-workshop Introduction Customer journey workshops help […]