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?
MarTech, which is the coming together of marketing and technology has been described as one of ‘the greatest management challenges of the 21st century’. With over 8000 MarTech platforms in a fast-changing market, it’s not hard to see why. MarTech is currently one of the biggest expenses in marketing budgets, accounting for over 26% of total budget allocation. Whilst there is no doubt that organisations are investing heavily in MarTech, it isn’t without its challenges. 25% of
“Who owns data and CX? It should be us but it is unclear at the moment”. This was just one of the many conversations I have had with marketing and customer leaders over the past few weeks, all of whom are navigating the changing landscape within their organisation. It’s the era of the customer and businesses are struggling to find new sources of growth, so it’s marketing’s time to shine, right? So why are many senior customer and marketing leaders finding it so challenging ri