I would agree completely with Dentsu Media’s UK & Ireland CEO Jenny Bullis’ comments in her recent keynote speech at the Media Research Group’s annual conference that increased experimentation is essential to drive marketing performance. Her concerns...
Marketing attribution is assessing which of your marketing activities and touchpoints are driving conversions and revenue for your brand. It can be a tall order to get to the true picture on this, but it...
As Financial Services marketers grapple with a range of issues including the need to drive acquisition, increasing privacy demands, the requirement to unravel increasingly complex journeys and rising levels of advertising CPAs they are also...
Recent industry developments including the findings of the Google Antitrust Case, changes in weighting of its attribution model and the cancellation of plans to remove third-party cookies from the Chrome browser are transforming the landscape...
In what is an increasingly competitive landscape Financial Services marketers are continually looking to increase their audience reach, with the use of Price Comparison Websites being a common theme. But comparison site cannibalisation is eating away...
As technology advances and the increasing use of AI and Machine learning continues to impact marketing attribution and analytics, many black box solutions have come forward claiming to be able to solve all your attribution...
As the combined impact of a heightened focus on privacy begins to really impact marketers, the need to navigate the tracking consent maze is more important than ever. With rising concerns about user frustration towards...
With 83% of marketers indicating that they are reliant on third-party cookies to support effective marketing – and a Google ‘switch off’ that is now underway – finding alternatives is high on every marketer’s agenda...
