Two-thirds of UK brands are underutilising marketing data

data

Almost two-thirds of UK brands are underutilising their data and limiting its effectiveness by focussing on general analysis activations rather than more sophisticated techniques.

While the majority are activating their data – just a small amount of marketers (5%) are not activating their data at all – only 39% of brands are utilising the power of advanced measurement solutions to gain granular insights from their data. 

This is according to a study of marketing...

11 July 2022 | Big Data

Teads launches Attention Program to advance omnichannel attention measurement

Three measuring tapes.

Global media platform Teads has launched the Teads Attention Program to strengthen its position in the attention measurement sector.

The program will arm brands with optimal multi-screen reporting of attention metrics within Teads Ad Manager. Through Teads’ global scale within quality publishers and connected TV providers, and integrations with industry-leading attention measurement partners, this pioneering program will accelerate the understanding of attention for media buyers...

21 June 2022 | Customer Experience

Yext aims to give customers control over location data with what3words

Pins stuck in a map of Earth.

Online brand management specialist, Yext, has partnered with what3words, a geocode system designed to identify any location with a resolution of about the metres.

Through the partnership, businesses can more easily direct their customers to any precise location using a unique combination of three random words: a what3words address. For example, ///bands.villa.swung identifies a three-metre square on Primrose Hill with a panoramic view of London. Yext customers who install the...

21 June 2022 | Data Science

5 steps to increasing business resilience through data maturity

Dany El-Eid, Adverity.

The role of data to empower business leaders to make better-informed decisions is seemingly ever increasing.

But, with the world’s economy becoming increasingly complex and volatile, it is the more digitally mature companies proving to be resilient to economic shocks.

In 2021, Dany El-Eid, director of North America at digital analytics software firm, Adverity, conducted a study into this topic. His research examined 10 companies’ strategies and tactics that have...

13 June 2022 | Best Practice

Almost half of CMOs feel data hinders creativity

A team planning with post-it notes.

42% of CMOs believe data is hindering creativity among marketing teams, according to a new report by Adverity, a data and analytics platform for marketing, sales and e-commerce teams.

The report, entitled 'Data, People, and Culture: The Evolving Role of the Modern CMO', surveyed 300 CMOs across the US, UK, and DACH region (Germany, Austria, and Switzerland) from small to midsize businesses, to better understand how the role of the CMO is changing amid the growing digitalization of...

25 May 2022 | Best Practice

Digital self-service now more popular than calling customer service

self service checkouts

Most consumers are ready to swap customer service calls for digital self-service in the wake of their experience during the pandemic, according to a survey released by Macro 4.

The research, which examines UK consumer attitudes to household energy and water suppliers, suggests that 61% of customers have become more comfortable interacting with companies digitally since the pandemic, on websites, apps and other online channels. And 60 per cent would now prefer not to call a live...

22 March 2022 | Customer Experience

Combatting the data and analytics skill gap in the marketing industry 

Data displayed on a tablet and print outs.

Research shows that almost half of businesses are recruiting for data and analytics roles, yet 46% of businesses have struggled to fill these roles over the last two years. As marketing evolves, these skills are increasingly important for the industry. With this unprecedented growth in job vacancies, marketers must adopt new strategies to attract and retain talent in marketing roles. 

As a business’ martech stack grows, so does the demand for highly-skilled marketers to...

11 March 2022 | Big Data

97% of companies have moved at least part of their digital marketing in-house

A house lit up in the evening.

The past 12 months have completely altered the way brands approach their digital initiatives, according to a study by creative management platform Bannerflow, which surveyed senior European marketers to investigate how in-house marketing teams are evolving in 2022.

The report includes responses from businesses in a range of different industries, including entertainment & media, mobile & online gaming, retail & e-commerce, iGaming, consumer tech, financial services,...

7 March 2022 | Automation

TikTok adds Vamp to the TikTok Marketing Partner program

A Tik Tok profile on a smartphone.

Global influencer marketing and content creation platform, Vamp, has been badged as an official TikTok Marketing Partner.

This means its customers now have access to first-party data that will make running campaigns with TikTok easier and more effective, helping brands get the most from the world’s most downloaded app.

Brands that work with Vamp can now obtain TikTok creators insights in a more automated and scalable way. They can now identify relevant creators within...

3 March 2022 | Branding

Four in five UK companies ‘unable to scale’ digital transformation plans

People sitting at a table with a phone and laptop.

Many UK businesses are in danger of suffering stunted growth due to a lack of investment in core IT connectivity systems.

A new report has found that four in every five UK firms are unable to scale plans to their fullest potential with current connectivity arrangements. Just 20% of UK businesses state they are in a position to undertake digital transformation plans.

This comes as 84% of enterprise organisations state their digital transformation plans have accelerated...

17 February 2022 | Automation