In part two of our series on building a data driven marketing department, we take a closer look at how to effectively embed a data driven culture into your marketing function. There are many reasons why marketers are failing to build maturity in data driven marketing – (explored in part one of our series) and whilst there is no silver bullet to build maturity, embedding a culture which values data and places importance on it can make all the difference. Six principles to buil
The digital age has ushered in a wave of change and challenged marketing departments to rapidly evolve to ensure brands remain relevant and competitive. With the rise of digital, data driven marketing has become increasingly vital as consumers demand tailored and personalised experiences and marketers are challenged to do more with less. Gartner’s yearly CMO survey reinforces the importance marketers are placing on data driven marketing. In fact, it is now so important as a c
When Google announced its plans to phase out third party cookie in January it was set to be the BIG news that rocked the industry in 2020.. but that was before COVID-19. Whilst much of the year has been spent dealing with the fall out of the pandemic – the phase out of third-party cookies rolls on and is set to wreak havoc on data driven marketing as we know it. So, what are some of the biggest challenges and opportunities that exist due to the demise of the 3rd party cookie?
As a senior marketer, at some point in your career I bet you have thought "this would be much quicker/easier/cheaper if we had this in-house” and then questioned the true value of your chosen agency. I know I have. Many marketing organisations are doing just that and COVID has only accelerated the trend. In Gartner’s 2019 Marketing Operational Survey*, 63% of respondents shifted some work from external agencies to in-housed services in the last 12 months. In 2020, a Gartner c