Managing customer data is no easy task and marketers face fresh challenges with the loss of third-party cookies. Understanding basic aspects of data, from different types to responsible use, is key to the successful development of data-driven marketing strategies. While it is clear that data is playing an ever more critical role in driving marketing […]
Data is key to unlocking deeper customer insights, enabling marketers to adjust strategies in real time and drive greater effectiveness and efficiency. Being able to leverage it well, then, comes with a significant competitive advantage. The rise in the importance of data in marketing The importance of data-driven marketing has long been emphasised in successive […]
Data holds the key to unlocking myriad valuable customer insights, enabling marketers to enhance various marketing tactics and strategies, make more informed decisions and ultimately connect with consumers on a more meaningful level. Gaining a deep understanding of customers The survey findings from Econsultancy’s 2021 Digital Trends Report, created in partnership with Adobe, demonstrated how […]
At Econsultancy Live, marketers from Barilla, BrightBid, the Financial Times and eSure Group discussed the role of generative AI and how marketers can get started.
The 3-week learning plan includes a live kick-off, five on-demand elearning lessons, a half-day workshop and ongoing access to Econsultancy resources.
Any successful data-driven marketing strategy depends on people, process and technology. This chapter focuses on the skills and expertise needed to help marketing leaders put together the right teams, as well as how they can derive the most use out of the systems and technologies available. Data expertise and competencies When resourcing for data-driven marketing, […]
Google has begun testing another feature from its Privacy Sandbox, IP Protection, which takes aim at the use of IP addresses as ad targeting identifiers. We spoke to some experts about how it works, and what it means for advertisers.
Arnold Ma is the CEO of Qumin – a digital marketing agency that helps brands connect with Chinese-speaking consumers globally. We caught up with Ma to discuss Western brand strategy in the Chinese market, the future of social commerce, and the power of Douyin. Econsultancy: Tell me about your role… what does a typical day […]
Being able to execute a successful data-driven marketing strategy depends on a number of factors. For reasons discussed in this chapter, marketers that understand the foundational elements will have a significant advantage. Deriving value from data – a foundational approach People, process, technology Data-driven marketing can only be truly effective if all the key components […]
To measure UX effectively, developers need to have the right data sources, as well as the right goals and measurement frameworks to monitor and report on what really matters. A/B testing A/B testing (or ‘multivariate testing’) is one of the simplest methods for testing different user interfaces. By showing them to different sets of users […]
