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How brands are using artificial intelligence to enhance customer experience
Artificial intelligence has been around since 1956 and has made some giant leaps in that time: beating the best human at chess, the best human at US gameshow Jeopardy and recently beating the best...
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Why transparency in data is key to building trust
When former ITV marketer Julia Porter joined Guardian news and Media in 2012 the brand was beset with difficulties. Revenue streams from its print circulation were in decline and it faced problems in...
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How to measure the success of digital marketing across devices and platforms
Nectar UK urges brands to remember that customer trust is key when linking up digital metricsMeasuring the effectiveness of digital campaigns is an integral part of engaging, exciting and efficient...
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eHarmony’s Romain Bertrand on measuring performance and path to purchase
What are the challenges you face with measuring digital marketing? There are multiples challenges and new ones appearing all the time. They include attribution, tools, expertise and transparency....
View ArticleHow to create compelling data stories
Marketing Week’s Data Storytelling Awards are back for a second year, with entries open until 19 July. We asked some of the judges to give us their views on what makes an outstanding Data Storytelling...
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Top marketers on the future of programmatic
New tech is ramping up efficiency for marketers in all areas, not least the advertising space. Programmatic display advertising allows brands to target adverts on a more granular level to specific...
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How ‘people-based marketing’ is redefining effectiveness in programmatic ad...
Credit card brand MBNA has focused on buying social media ads programmaticallyNic Travis, vice-president and head of digital marketing at credit card company MBNA, will speak at Marketing Week and...
View ArticleReal-time outdoor ads are key in search for missing people, says charity...
Missing People’s director of fundraising and communications Ross Miller says programmatic buying has allowed the charity to increase its impact of its out-of-home (OOH) advertising by targeting...
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Burton’s Biscuits takes Wagon Wheels relaunch message in-store
The end of this month sees the launch of Choccie Dodgers accompanied by innovative in-store media, including talking shelf barkers. David Costello, category and activation controller at Burton’s...
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Learn how EDF Energy leveraged behavioural economics
The Blue+ Price Promise, which comes with a ‘ground-breaking’ pledge to let customers know if a rival supplier brings out a tariff which is £1 or more a week cheaper at typical consumption, offers...
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Costa’s Jim Slater takes centre stage at MWL
Costa has just posted results showing total sales up by 27.5% and like for like sales by 5.5%, with underlying profits for the division up 38% to £69.7m. Costa continues to innovate and identify...
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Why social brands follow the crowd
Better by crowdsourced design: Bang&Olufsen’s BeoSound 8 speaker dock“People don’t expect to be talked at anymore, they want to be a full part of the conversation,” argued Sheryl Sandberg,...
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Shining on the small screen
Timing talks: Expedia has found more people respond to emails on their mobile during traditional commuting hoursBrands have to do more with email communications to prevent smartphone users from...
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Learn about voucher opportunities at MWL
Vouchers and gift cards will be a major focus of the Customer Loyalty & Motivation Show at Marketing Week Live on June 27 and 28. Companies including Space NK and loyalty programme providers such...
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Getting to grips with the finer points of ‘big data’
The panel: Chair: Ruth Mortimer, editor, Marketing WeekMichael O’Connor, digital manager of professional products division, L’OréalAntony Eden, head of digital marketing, Boohoo.comCindy Etsell,...
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Are leaders born or made?
Gut reaction: People who work in drinks need to be instinctive rather than analytical, says Diageo’s Andy Fennell The panel: Andy Fennell, CMO, DiageoRick Vlemmiks, CMO, Direct Line GroupKerris Bright,...
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Ascot races ahead with DM campaign
AscotA campaign using customer profiling and segmentation tools to identify and target potential race-goers paid off in terms of driving early ticket sales. “Royal Ascot is one of the biggest events in...
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Highbrow culture
Damien Hirst’s Mother and Child (Divided), Exhibition Cope 2007 (original 1993). Glass, painted stainless steel, silicone, acrylic, monofilament, stainless steel, cow, calf and formaldehyde solution....
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Going to the extremes shifts perceptions
Consumer-facing companies wishing to push the boundaries when it comes to brand innovation are increasingly engaging with their most “extreme” and passionate followers to get above average insights...
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On track for a piece of the in-store action
McDonald’s – tier one worldwide partner Food for thought McDonald’s has been part of the Olympic movement since 1976, and in 1997 the fast food chain became a worldwide partner. To shout about this...
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