Pernod Ricard CEO: We’re basing decisions on data, not perception
Niamh CarrollModeration among younger drinkers is often framed as an existential threat to spirits companies, but Pernod Ricard says it will look to data, not assumptions.
The Marketing Week Podcast Special Episode: Retail’s sweet spot between AI, Search and data
Marketing Week ReportersGoogle MD Sophie Neary joins Marketing Week’s Russell Parsons, exploring how marketers can harness the latest consumer trends and technological evolutions – both to unlock opportunities and to face down growing competitive threats from online rivals, large and small.
Marketoonist on marketing technology
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
How understanding users’ intent redefines context in digital advertising
Jaysen GillespieThe new era of ad targeting will involve understanding content context and user intent, rather than assumptions based on keywords and demographics.
Are you focusing on the wrong channels? Find out with full-funnel attribution
Marketing Week PartnerWhen budgets are tight, marketers need to justify every penny of their spend. But without full-funnel attribution, spending decisions are often based on what’s easy to measure rather than what’s actually working.
ISBA’s cross-media measurement tool expands access following beta trials
Grace GollaschOrigin is opening access to advertisers interested in measuring deduplicated cross-media reach and frequency across linear TV, online video and online display.
Are your digital audiences real? How to validate and optimise campaigns
Jason DodgeLearn how to validate digital audiences and confirm whether you’re truly reaching the people you intend to target.
Dr Karen Nelson-Field: Uniting creative, media and branding is the ‘perfect nirvana’
Grace GollaschDistinctive brand assets can drive memory and measurable brand outcomes across digital formats in just 1.5 seconds of active attention, according to research from VCCP Media and Dr Karen Nelson-Field.
Marketoonist on AI-powered insights
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Are you overlooking the marketing channels driving your best leads?
Marketing Week PartnerYou’re spending time and budget across channels – paid search, SEO, social media, events, email, content. But which marketing touchpoints truly influence conversions?
‘Fight for every ad dollar’: Why B&Q is thinking like a media business
Grace GollaschKingfisher, owner of B&Q and Screwfix, discusses its approach to retail media, knowledge sharing across markets and measurement transparency.
‘Change or die’: Why Travelex is taking a data-driven approach to travel money
Grace GollaschForeign exchange company Travelex wants to be “fit for the future” by taking a data-driven approach with the launch of its loyalty programme.
IBM’s marketing boss on why personalisation is ‘the wrong avenue to go down’
Jasper BaumannIBM’s senior vice-president of marketing and communications, Jonathan Adashek, believes the industry is too focused on personalisation at the expense of relevance.
‘Be brave’: Paddy Power’s top marketer on being ‘data-informed’ not ‘data-led’
Grace GollaschMichelle Spillane, managing director of marketing at Paddy Power, highlights the crucial role of data in shaping decisions but warns against relying solely on metrics.
Half of UK B2B marketers have to justify marketing spend to C-suite each month, survey finds
Jasper BaumannPressure to justify marketing investment to business leaders is becoming a “much more common theme” for UK B2B marketers, according to exclusive research from LinkedIn.