Marketers prioritising analytics as martech budgets recover
Ellen HammettInvestment in martech is bouncing back after a period of cuts and uncertainty, with a clear focus on first-party data and advanced attribution, new research reveals.
Four ways to find out where your customers are coming from
Marketing Week PartnerUsing effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
Coca-Cola: The future is ‘AI meets human ingenuity’
Charlotte RogersA mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
‘A different way of building brands’: Diageo on using AI to get closer to ‘real consumers’
Grace GollaschDiageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
Marketoonist on marketing math
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
CMOs urged to use latest cookie phase-out delay as a reminder to get ‘on track’
Grace GollaschThe CMA has raised further concerns about the introduction of Google’s Privacy Sandbox, which has now been delayed until 2025, but the hold-up is not expected to make any “meaningful difference” to advertisers, experts say.
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
Marketoonist on marketing after cookies
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
More data does not always mean more effective marketing
Jerry DaykinMedia buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
The idea is the bullet, data is the gun
Grace KiteIdeas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
How brands like Diageo are preparing for the disappearance of third-party cookies
Chris SutcliffeThe death of the third-party cookie has been protracted, but that has given customer-facing brands time to get their plans in order.
How ITV attracted 2 million new viewers
Marketing Week ReportersInvesting in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
Marketers prioritise own data as ‘illusion of control’ from third-party cookies vanishes
Chris SutcliffeAfter many delays Google is finally transitioning users away from third-party cookies – but some brand marketers are still scrambling to keep up.
The 2024 Agenda: The use of data ‘clean rooms’ will rise in pursuit of protecting privacy
Chris SutcliffeData privacy laws are set to change again next year just as data partnerships take off.
The 2024 Agenda: Marketers grapple with global AI regulation
Chris SutcliffeAs generative AI continues to gain pace, there has been much call for further regulation, which is expected to be introduced in 2024.