Attribution

Modern CMOs must blend data mastery, AI adoption, financial fluency and creative leadership to drive measurable business value and lead high-performing teams.

Sam Allen, CEO, Iterable, explains what’s holding marketers back. It isn’t talent or ambition; it’s the day-to-day friction of their legacy tech stack. Marketers need technology that removes busywork and simplifies complex tasks into a single workflow. It should reflect how they actually work, says Sam.

The invisible spend problem in performance advertising drains budgets as repeated clicks from returning users and scam ads inflate costs. Brands need user-level visibility and frequency controls to protect budgets, reach new audiences, and ensure true campaign efficiency.

Conversion API and first-party data are becoming the foundation of smarter ad strategies, with AI optimisation enabling media buyers to improve targeting, efficiency, and ROI.

Netflix, Amazon, Uber and Facebook have used KNN for personalised marketing, clustering, segmentation, and predicting customer behaviour. Measuring distances between data points, the algorithm helps recommend items to customers based on their purchase history An eCommerce store worth it’s salt is always good at one thing – recommendations. A crucial psychological strategy to hold your […]

Competitive intelligence (CI) is the process of gathering and analysing information about your competitors, industry, and market. It allows companies to identify opportunities, threats, and risks; and make informed decisions to stay ahead of the competition. Companies that track their CI see a 60% increase in leads by reframing their position in relation to marketing […]

Brands Use Cues, Triggers and Rewards to Find Relevance in a Customer’s Routine Space Business cases and research studies have proved that the key to growing a brand is more about retaining customers and making them loyal than just bringing in new customers. Research by Bain & Company found that when brands increase customer retention […]

More than 30% of marketers plan to use more short-form videos over other social media content in 2023. YouTube and TikTok are competing for ad dollars. Is it time to update how we measure video ad effectiveness? The true measure of a video’s effectiveness must go beyond the view. You may be missing out on […]

What’s standing between you and your brand promise of serving an audience of one? We spoke to Sarah Cascone, VP of Marketing at Bluecore, about tackling some common challenges marketers face when executing their personalisation strategy WHAT’S THIS STORY ABOUT? Personalisation is a top marketing priority but executing the strategy can be a challenge. We […]

Customers are loyal based on pleasant feelings, encouraging reinforcement, and satisfying experiences. This justifies looking into the resources that will enable brands to gauge customer sentiment. The best brands on Earth have one thing in common: they care about their customers. They share robust emotional connections with them, and as brands develop newer initiatives, they […]