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The concept of intent-based marketing isn't new; it has been discussed to the grave. From historical insights to real-time ones, the way marketers use intent data has rapidly evolved.

While the genAI investment criteria is the appetite for risk vs. reward, regulation will be the biggest challenge, says Jay Dalvi, Enterprise Sales Director at Haptik.

Google won't be scrapping third-party cookies after all. It plans to focus on the Privacy Sandbox to improve privacy. What does this mean for the industry?

Protected Audience API (PAAPI) will become the cornerstone of effective tech stacks, driving privacy-first marketing strategies. Brands that prepare with PAAPI can minimise the impact of cookie depreciation.

The average user makes the first purchase 3.6 days post install. Marketers are doubling down conversions during the first day with 40% of conversions and over 75% during the first week.

With restaurants, ghost kitchens, and virtual food brands emerging everywhere, leveraging the right technology is essential for minimising financial waste and strengthening financial efficiency.

52% of executives rate their company a 4 out of 5 in terms of AI maturity yet an equal number note that the rapid introduction of new and emerging technology keeps them up at night.

From bidding wars to dirty traffic, how can marketers take a proactive approach to fraud prevention? Invalid traffic (IVT) and ad fraud can severely damage campaign ROI by creating the illusion of real traffic. As businesses invest more in influencer marketing, ads become prime targets for dirty traffic.

Around 83% of C-suite leaders prioritise marketing and view it as a critical business driver to orchestrate CX strategies. B2B marketers predicted CLV to become an essential KPI, surging 21 percentage points to usurp even revenue as top KPI. The report sheds light on the complexities and the changing mindsets.

Develop standard operating procedures for customer interactions to ensure consistency. Document those processes using a tool like Smart Playbooks. A guide to crafting customer-centric business strategies.