ROI

Marketing science expert Astha Kalbag: “I don’t think marketers should fall in the trap of ‘proving’ ROI”

Digital Divas 2018‘ is an Econsultancy Asia-Pacific event being held in Singapore on Friday, August 17th and will feature the thought leadership of women in marketing.

For those who are able to attend, please click here to book your spot. For those who cannot attend, or are interested in finding out a bit more about it, Econsultancy has conducted short interviews with each speaker to find out their thoughts on the marketing landscape and their views on how senior marketers can progress in their careers.

Digital leader Rosemary Lising on marketing strategy & brand leadership

One of the unique aspects of Econsultancy events is that they focus on having marketers speak to other marketers.

Whether its roundtable discussions, webinars, or more standard speaker/audience get-togethers, marketers get to hear from other people in their industry about the latest trends, best practices, and frustrations with the industry.

Four steps to optimizing customer experience using data & analytics

Few would argue that two of the most important marketing topics at the moment are customer experience (CX) and data analytics.

Which is interesting as CX and analytics seem worlds apart. CX tends to be a soft, holistic study of how to make customers happier and analytics consists of the cold, hard numbers which fuel return on investment (ROI) calculations.

With focus on delivering ROI, Facebook makes changes to paid post boosting

Late last year, IPG Mediabrands’ Magna predicted that the global market for digital advertising would surpass $200bn and eclipse television ad spend.

But the still-growing digital ad pie is no longer a free-for-all. Thanks to concerns over brand safety, relevance, fraud and viewability, advertisers are becoming more careful about how and where they advertise and even the biggest ad platforms are taking note.