PepsiCo martech leader unveils game-changing marketing strategies

Cans of Pepsi.

In a special edition Thinking Caps podcast, Tim Glomb, VP of Content and Data at Cheetah Digital, sits down with Chris Muscutt, Head of MarTech at PepsiCo, to discuss the ins and outs of relationship marketing. They share their take on common buzzwords and the use of zero- and first-party data and technology to power effective strategies.

Chris Muscutt, Head of MarTech at PepsiCo, has had an interesting professional journey. In fact, his marketing career took off as an air traffic...

13 July 2022 | CMO

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

Braze for Success launched to encourage long-term brand growth

A Space X rocket launching.

Customer engagement platform has unveiled Braze for Success, a series of new offerings, enhancements and what is describes as a more comprehensive solutions approach to complement its platform.

This portfolio, methodology and community are designed to allow marketers to stay ahead of their peers with leading customer engagement campaigns, built through services, best-in-class customer success, support and education from Braze.

Brands today are navigating through the...

25 May 2022 | Customer Experience

UK consumers demand hyper-personalisation, new report reveals

The way to engage with these consumers is through real-time, hyper-personalised experiences, a new eConsultancy report, in partnership with Cheetah Digital reveals. The report 2022 Digital Consumer Trends Index: Consumer Attitudes and Trends in Personalisation, Privacy, Messaging, Advertising and Brand Loyalty shows consumers across the U.K. interact with a brand on multiple channels, oftentimes unpredictably.

Email marketing reigns supreme

Email continues to sit...

4 April 2022 | Email marketing

TVSquared launches cross-platform analytics solution in UK and Germany

TV Streaming

TV analytics firm TVSquared has launched its cross-platform measurement and attribution platform for all forms of TV, ADvantage XP, in the UK and Germany.

The scalable solution brings continuous and impression-based measurement of ad exposure and outcomes to TV campaigns across linear, streaming, and addressable TV.

By using smart TV viewership data and direct publisher integrations, TVSquared has a vast coverage of global converged TV, now including millions of British...

2 November 2021 | Advertising Technology

How SportPursuit boosted sales by 50% in 2020

Two people hiking near mountains.

SportPursuit is an online retailer of sporting products operating in the UK and across Europe. It offers a broad range of sporting goods and outdoor brands, including apparel, footwear, equipment and nutrition — for cycling, hiking, running, skiing, snow sports, swimming and tennis.

Problem:

“Our big thing is personalisation,” reports Andrew Bell, SportPursuit's head of CRM. “We send a lot of emails because we have so much new merchandise on-site on a daily...

15 September 2021 | Case Studies

Old School: The forgotten tech making a comeback with marketers

In the results-driven world of performance marketing, it can be tempting to jump from tool to tool, scrabbling at the latest must-have tech. 

Despite massive advances in the way that marketers work, at the core of many strategies lies some pretty reliable tech, which shows no sign of being dropped from the marketing mix. 

There is a reason why old tech works, there’s a layer of trust and acceptance that marketers can benefit from - big time.

Old tech,...

16 August 2021 | Automation

Doritos launches augmented reality summer campaign

Bag of doritos

Doritos has launched its ‘Make Your Play’ platform, a campaign aimed at encouraging music fans to return to events this summer as social distancing restrictions continue to ease.

The campaign will utilise augmented reality (AR) technology developed by Poplar Studio and 8th Wall on interactive posters throughout the UK.

Those who spot the posters can scan a QR code and access the AR experience, where a play button stylised in the form of the iconic Dorito chip will be...

7 July 2021 | Advertising

Why automation is your greatest ally – if you use it right

As an agency owner or marketer, you’re in constant pursuit of two things: demonstrating return on investment and landing new clients. The past year has only intensified the necessity of these pursuits — especially the latter — as you likely tried to help clients through the challenges of the pandemic while shortening and digitising your sales pipeline.

When used properly, marketing automation can make your sales process more efficient and scalable. By automating tasks that...

21 May 2021 | Automation

Martech strategies: Make it, make it good, and make it happen

A marketing strategy that isn’t underpinned by technology and the right processes isn’t a strategy at all. It’s a waste of time.

The events of the last 14 months - as the global pandemic and resulting lockdowns have played havoc with existing business models - have demonstrated again the critical importance of direct contact with customers.

And unless that contact is tech-driven, it will be at best laborious, at worst completely dysfunctional.

Proper...

12 May 2021 | Advertising Technology