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An introduction to data collection across digital channels
Getting the foundations of measurement right across channels including email, social and search is essential to ensure the most accurate analysis.
MoneySuperMarket boss: Measurement should be CMOs’ number one priority
Matt BarkerPeter Duffy, who is also president of ISBA, says measuring effectiveness is going to be more crucial than ever this year as marketing spend will be analysed like never before.
How to form a marketing measurement strategy
Econsultancy TeamThis guide looks at how to discover requirements when forming a marketing measurement strategy, covering understanding responses, what to ask when measurement planning and how to consolidate knowledge.
Five trends that will shape media in 2021
Matthew ValentineFrom streaming giants consolidating their positions to the influence of gaming and the growth of contextual advertising, Marketing Week picks the media trends that will shape the year.
TikTok on empowering the next generation of Paralympians
Amrit VirdiTikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
Balancing promotions and the rise of Guinness 0.0: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Barclays appoints VMO2’s Simon Groves as global brand boss
Niamh CarrollSimon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
One CMO on coming ‘home’ to marketing after years in general management
Niamh CarrollCMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.