Category: Next Practice

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5 steps to supercharge the future of digital media

charge digital media

Trust in digital advertising is at an all-time low thanks to various data misuse scandals and the public’s growing awareness about how their data can be exploited. While GDPR can be seen as the regulators big stand on behalf of consumers, the industry itself should be taking a proactive approach too. So what should advertisers and vendors do? Ben Humphrey suggests five key areas where they should take action.

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All content Artificial Intelligence Content Marketing Data Driven Channels Data Innovation Next Practice

How is AI capable of empowering a data-driven content strategy?

AI marketing strategy brain

The most successful content marketers stay on their toes. They understand that trends shift, consumers change, and tried-and-tested techniques become old-and-tired before you know it. In order to better understand what’s working and what’s not, Dr Tom Wilson, CTO at CONCURED, argues that AI-powered analysis will provide the most accurate insights to ensure your content strategy remains on point.

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All content Business Analytics CRM Insight Next Practice

Supercharge your CRM with predictive analytics

CRM predictive anlytics

Are you among those marketers who find CRM systems an administrative burden? If so, then it’s probably time to upgrade. Richard Hillman believes that predictive analytics are one of the key features which will help transform your CRM experience for the better.

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All content Best practice Insight Next Practice

Employee advocacy #1: Why employees are the new influencers 

What is influence and who has the power to effect change in your customers or potential buyers? Are you able to measure influence and report on it accurately? How can you grow your circle of influence authentically and sustainably?

In a new three-part series, Andrew Seel explains why employee advocacy is on the rise and demonstrates how you can pass the microphone to your colleagues.

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Europe Global Next Practice Strategy and Management UK

Mapping the marketing technology landscape – the Scott Brinker interview

marketing technology landscape Scott Brinker

The GMA interviews the creator and producer of the ‘Martech 5000’ annual marketing technology landscape map, Scott Brinker, who is speaking at the forthcoming MarTech Festival in London.

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Data Innovation Global Machine Learning Next Practice

Digging into big data: how deep learning can unlock marketing insights

deep learning
Web analytics concept - Multicolor version

The news is full of how artificial intelligence will transform the world around us, but as marketers, how will it impact our industry specifically? Here we explore why one technology in particular holds a lot of promise for data-driven marketing. Because in all that big data we produce, there are countless hidden insights that we’re missing every day — and deep learning is the key to unlocking them.

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Artificial Intelligence Data Innovation Global Next Practice

AI insight: ‘moments that matter’ are no use without the merchandise

AI insight, expert ABM

For too long, brands have focused on the who and the where of advertising and, along the way, have lost sight of the ‘what’. In today’s AI insight driven world, technology is at the forefront of helping put the right ads in front of the right people at the right time. Rocket Fuel’s Joe Peters looks at how dynamic creative optimisation is helping to end the guesswork.

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Big Data Data Innovation Global Next Practice

Analytics and targeting: why marketers vacuum up data

marketers vacuum up data

Recently, the possibility of selling data collected by a robot vacuum cleaner triggered a debate about legality and ethics. But why would marketers vacuum up data and how would they use information about a home’s square footage, furniture and other personal details to reach customers? Tim Scargill discusses the many ways marketers utilise data analytics to predict consumer behaviour, improve targeting and personalisation and determine the ROI of their marketing efforts.

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Data Driven Channels Global Next Practice Programmatic Advertising

Leveraging customer data to unlock the full potential of programmatic advertising

Marketing automation platform

How can brands share their messages across a large number of different publishers to increase the diversity, reach and effectiveness of their campaigns? Therein lies the potential of programmatic advertising and why automated marketing has grown exponentially in recent years, as brands leverage data analytics and programmatic processes to reach the right customers.

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Artificial Intelligence Data Innovation Global Next Practice

Artificial Intelligence: what part does AI play in predicting consumer choice?

AI predicting consumer choice, artificial intelligence growth

Can artificial intelligence – AI – reveal patterns in data that would otherwise elude us? The ability to predict consumer choice has become more fundamental than ever to business success, with artificial intelligence now a buzzword in the world of marketing. But how do you best use AI to answer complex marketing questions and how can you apply it to gain the best possible insight?

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