Sometimes simplicity can be a double-edged sword, particularly when it comes to analysing data and metrics.
Marketing Week columnist and director of Passionbrand, Helen Edwards believes that, while metrics like net promoter score (NPS) have their uses, marketers really have to look beyond the number itself and always place it in a far wider context.
Marketers who can measure outcomes, and not just clicks, are well placed to meet the demand for more business-driven KPIs in campaigns.
Maltesers’ new campaign aims to tackle the challenges of lockdown through humour as it takes the long-term view on marketing through coronavirus.
Marketing metrics have a tendency to tell you how you’re doing without telling you what to do and to exist within something infinitely more complex.
Entrants now have more time to apply for Marketing Week’s annual celebration of effectiveness, creativity and innovation.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.