Attribution

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.

Ted Sfikas, Field CTO, Amplitude, explains why marketers should prioritise experimentation to reduce wasted spend, improve ROI, and turn first-party data into actionable insights through disciplined test-and-learn approaches.

As AI tools like ChatGPT and Perplexity change how people search, traditional SEO is facing new challenges. Learn what Generative Engine Optimisation (GEO) means and how marketers can adapt to stay visible in AI-driven results.

Ads that induce emotion are nearly twice as effective at driving sales. Ahead of Cannes, new Zappi data reveals what truly makes creative perform.

In the rush to digitise, retailers embraced ecommerce—only to discover an invisible threat: bots that mimic customers, drain ad budgets, and hand over competitive advantage to rivals.

Customer acquisition in financial services is at a tipping point. As AI unlocks radical personalisation and privacy rules reshape data use, marketers must rethink how they measure, target, and convert—before they fall behind.

Tracking engagement doesn’t suffice—brands must dive further into which users stay, what keeps them around, and where potential customers drop off before converting.

With AI being a core resource now, deliverable pricing must replace hourly pricing for the better.

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 […]