In keeping with the changing privacy landscape, Google Ads has introduced a data-driven model as the default attribution model. Now, marketers can observe how much credit each ad interaction is responsible for in leading to conversions. Marketers need new measurement approaches that meet their objectives and put users first, especially in the changing privacy landscape. […]
Reversing the pandemic-driven downturn, the Kingdom of Saudi Arabia’s economic recovery has taken off in 2021. It is poised to grow from 2.2 per cent to 4.8 per cent in 2021 and from 4.1 per cent to 6.3 per cent in 2022, said a Capital Economics report. Focused on economic diversification — from a natural […]
TLDR: The number of searches for a brand, divided by the number of searches for all brands in the same category, can predict the market share. Attaching value to a marketing campaign is the goal of every agency. Can share of search (SOS) be a valuable tool to predict market impact? Marketers tend to use […]
Did you know that some of the transformative innovations — from the telephone and the air conditioning to IMAX — were launched at expo events? World expos are known for introducing new technologies. And Dubai Expo 2020 is living up to its name. It has been eight years since Dubai’s bid to host Expo 2020 […]
vFairs released their State of Hybrid Events 2021 Report which delves into key challenges and actionable takeaways that event professionals can apply to their hybrid event programs. The new report outlines the current state of the industry, outlooks for 2022, and addresses common pain points identified by event professionals across 15 industries. It uses proprietary […]
An area of research that combines the optimisation approach from economics with psychological insights, enabling a more realistic analysis of how people make decisions, behavioural economics has come a long way over the last half-century, winning mainstream approval. Today, it is one of the most productive areas of academic research. At least five Nobel prizes […]
According to an Optimizely report, Reimagining Commerce Report 2020, most consumers use six or more channels and two devices before making a purchase. They research products on the brand’s website while multitasking on their laptop, check another retailer’s mobile app for in-store availability, then go to Amazon because they got an email about a deal […]
In 2009, Starbucks shuttered 300 stores owing to a 70 per cent slump in quarterly profits amounting to $64.3M. The drop in sales was blamed on the economic slowdown and lower spending power of customers. It only made sense that as personal budgets became more frugal, indulgences were the first to get cut. Starbucks’ leadership […]
Cold calling is dead. Or it should be. Instead, sales teams are embracing social selling, an approach that allows laser-targeting prospects and establishing a rapport through existing connections. Customers, too, are reacting better to more value-added offerings that solve certain pain points. According to the AI-powered personalisation platform Formation.ai’s brand loyalty survey, four out of […]
Today, we carry more computing power in our pockets than what got Neil Armstrong to land on the moon. Technology is extraordinary, and one of the hottest items on the market is the non-fungible token (NFT). Just between January 2021 and March 2021, the search term for NFTs grew by 98 per cent on Google. […]
