attribution

Leading with creativity, not technology

The idea of leading with creativity and not technology coming from a professional who is offering Martech solutions as one of his key services might sound blasphemous. But meeting after meeting (and there are too many of them), I hear senior professionals dive straight into executional and tactical stuff. Almost always when my team presents …

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Are we ready for the new normal post COVID-19?

COVID-19 is a black swan event, a human tragedy with a long-term economic implication. Everything that we knew about the way the world conducted business prior to March 2020 has changed, and it will continue to change. In the next few quarters consumer behaviour, changed media consumption, partial relaxation of restrictions, drop of discretionary spends …

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Marketing data is the most unexploited organisational asset

In the Martech and Data Analytics world we listen to a lot of jargon thrown at us (we also give it back in equal measure!). Some of the buzz words or questions are – MROI – So what’s the Marketing Return on Investments? What are the AI’s (Actionable Insights)? What are the attribution metrics? Are …

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The evolution of Customer Contact Centres into Customer Experience Labs

Customer Contact Centres are undergoing a transformation globally. I wonder why they have taken such a long time to evolve, maybe because it was a process thing. For marketing teams, it is not as fashionable as going on a shoot, meeting Google folks, digital folks, MarTech folks, OTT folks etc. I have always believed that …

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