Europe

Downloads are no longer enough to measure app growth. Youssef Farkash, RVP, EMEA, Branch, explains why retention, attribution and long-term customer value matter more.

Most AI vendor evaluations chase ROI projections. Peak International ran a single, real-world test instead — pitting an internal build against an external platform — and it settled the debate no slide deck could.

The 2026 World Cup produced a record surge in sports betting acquisition spending — and, according to TrafficGuard's data, a significant share of it may never have reached a genuinely new customer.

As AI agents like Alexa for Shopping and Walmart's Sparky curate shortlists rather than search pages, brands need answer-engine optimisation to be seen.

Five years ago, a customer looking for a service typed a query, which we could bid on and measure, says Service Club CMO Michiel Das. "Today, a meaningful share of that same intent goes to an AI assistant instead. There is no query to buy and no results page to rank on. There is an answer, and you are either in it or you are not."

Every system can report success, and the customer still doesn't get help. Why CX leaders need to test the full journey, not just each platform's uptime.

Real-time sports data, transactions and friend activity all feed one profile. Here's how CRM systems turn that into smarter, better-timed engagement.

Today’s car buyer in the UK is increasingly self‑educated via specs, reviews and finance calculators before engaging a dealer. Autotrader’s Ian Plummer explains why high‑intent signals and horizontal discovery now matter more than raw lead volume.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.

Incrementality has become the benchmark for proving media effectiveness, but marketers still need attribution, MMM and performance analytics to understand why campaigns succeed or fail.