Marketing

Quantifying the offline impact of online marketing, and in turn, your website, is one of the important analytical challenges multi-channel businesses face. This blog post focuses on the multi-channel retail use case. People shop across channels, but online businesses do not commonly measure marketing return on investment in this way.

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Customer engagement will be the battlefield where brands win or lose in the future, according to Twilio’s chief marketing officer Sara Varni. She said if you think about those companies making headlines like Uber or Airbnb it wasn’t because they invented something new but reinvented a way to consume an

So, marketing leaders, you have a new data scientist on your team? First of all, congratulations! Data scientists are rare and expensive, which means hiring one is a true feat for most marketing leaders. Not to mention, you’ve unlocked a host of new possibilities. Leveraging predictive? Making use of AI?

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Consumer confidence is key, and needs to be earned. Too many companies focus on short-term profits and data quantity instead of quality. The focus needs to be more on customer goodwill and long-term loyalty. In a world of increasing consumer awareness, the risks can be reputation damage, slashed revenues and share

Marketers expect a vastly different technology stack in 2025 to that which is available to them today. That’s a key finding of a new piece of research conducted by Marketo in Australia and New Zealand. In the study called, Marketing 2025: The future of skills and technology in marketing across Australia and

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A marketing leader today could struggle to recognise the marketers of the future with technologies like artificial intelligence and neuromarketing emerging as the key tech drivers over the next five to seven years according to a new study.  A new Marketo report, Marketing 2025: The future of skills and technology in marketing

According to data from Gartner’s 2018 CEO survey, CMOs are an essential part of the team driving digital transformation across the enterprise. Why marketing? Put simply, it’s being driven by the power of the buyer.  Buyer demands for the great experiences enabled by digitalisation are forcing CMOs and marketers to reevaluate their strategies and

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The days when marketers could rely on vanity metrics to justify their ROI has long gone. Instead, studies repeatedly demonstrate that marketers are focusing on the direct financial benefit derived from their activity. This is especially the case in B2B marketing where sales and marketing professionals are being drawn ever

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Disparate data systems and teams are amplifying the already considerable challenges around cross channel marketing. That is why many marketers feel their customer’s experiences are “broken”.  Many, in fact believe their organisations struggle to even accurately identify customers across channels and devices. Download Oracle Marketing Cloud eBook: Four Hard-Won Cross-Channel

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An effective cross-channel marketing regime is essential for almost all brands these days as consumers constantly flip between on and offline channels, but carry an expectation continuity throughout. In an interview published in Oracle’s eBook, Modern Marketing Essentials Guide to Cross-Channel Marketing Claudia Townsend, assistant professor marketing at the University of Miami,