Customer Data Platforms Best Practice Guide
CDPs are powerful tools that unify data and give businesses a 360 view of the customer, enabling personalisation at scale and in real time. This best practice guide looks at their key features and benefits and provides a step-by-step guide to implementation.
Ketch’s Russell Howe on how brands can succeed with data privacy
Russell Howe is VP EMEA of data privacy company Ketch. We spoke with Russell to find out about what his role entails, the key elements of a successful data privacy program, and how businesses can overcome data privacy’s most common pitfalls. Tell me about your role – what does a typical day look like for […]
Personalisation in 2023: What do the experts predict?
Personalisation – is it the key to conversion and the logical endpoint for comms, or merely a marketing pipedream? The answer is likely somewhere between the two, but to give us some more perspective on what marketers should expect from personalisation in 2023, I asked the opinions of some experts at AI-powered SaaS content platforms […]
The contextual advertising boom: What is it, and how can brands take advantage?
In an increasingly privacy-conscious web, contextual ad targeting is having a moment. Discussion website and self-proclaimed ‘front page of the internet’, Reddit, recently announced the acquisition of Spiketrap, an audience contextualisation company. As well as further building out Reddit’s advertising offering, the move to acquire Spiketrap highlights Reddit’s intention to capitalise on advertising that matches […]
Quick Guide to Measuring Digital Marketing Effectiveness
This quick guide looks at techniques for measuring digital marketing effectiveness in an increasingly customer-centric market, and discusses strategies for success amid technical and regulatory industry changes.
A day in the life of… Charlie Johnson, VP at IP geo-location company Digital Element
Charlie Johnson is VP International at global geo-location data and services company, Digital Element. I recently chatted with Charlie to find out more about her role and expertise, as well as her thoughts on how privacy regulations are impacting the digital ad industry. Talk me through your role… What does a typical day look like […]
2022: The shift to first-party data
Marketers must embrace good data ethics in order to succeed in 2022, with organisations needing to offer real value in exchange for customer data.
Why zero party data is key in a cookieless future
The marketing shift is on this year as third-party cookies are being phased out in 2023. Growing digital privacy concerns are making it harder for brands to track consumers and gather the quality data they need to personalize their campaigns. A new era of strategies is emerging to prepare companies for a world without cookies, […]
Data & analytics in 2022: What do the experts predict?
Between new privacy legislation, increased scrutiny of big tech’s approach to data collection, and the continued maturation of strategies to replace third-party tracking cookies, 2021 has brought some interesting developments for data and analytics. What do the experts predict 2022 will look like? Here are some key trends highlighted by our contacts in the world […]
How MandM Direct and Samsung used first-party data and automation to strengthen customer relationships
MandM Direct and Samsung are two retail brands using first-party data to build better relationships with customers and drive long-term loyalty. Both brands recently spoke about their respective data strategies on ‘Marketing that Matters’ – a podcast series from Econsultancy and Marketing Week, sponsored by Google. Here’s how first-party data, in conjunction with automation, is allowing both brands to succeed amidst rapid changes to privacy and consumer behaviour.