How GAP is personalising its marketing efforts with data
The beating heart of GAP’s strategy to personalise its marketing efforts comes in the form of a proprietary customer data platform (CDP), which...
19 Oct 2018
Marketing Week Live: The round-up
This year's Marketing Week Live event saw over 100 exhibitors and more than 70 speakers present across four stages over two days. The event combined...
09 Mar 2018
Volatile, uncertain, complex, ambiguous: turning challenges into opportunities
I recently took part at one of Google's Firestarters talks, which tackled how digital marketers can mitigate the risks of operating in a VUCA...
07 Nov 2017
Wasting half your budget
Nearly a quarter of digital marketers don't track marketing spendGreenlight report reveals many in the marketing industry aren't sure they are...
08 Sep 2017
Understanding Data-Driven Optimisation
Many marketers will use data to measure how different marketing channels perform and to monitor overall site performance. But why not also use the...
Sarah Faber Petersen
08 Mar 2017
Brexit & Trump combination forces two-thirds of digital marketers to rethink how they intend on targeting their audience in 2017
The surprising rise in populist sentiment in 2016 has resulted in two-thirds (66%) of marketers questioning how well they understand their brand's...
06 Feb 2017
Putting customers at the heart of campaigns
Defining customers has become one of the marketing industries greatest hurdles. With so much data now available it is increasingly complex for brands...
06 Jan 2017
Audience Is Firmly At The Heart Of Innovation
As 2016 unfolded, we saw a lot of innovation from Google anchored around users; including audience targeting strategies, ad extensions and ad...
04 Jan 2017
Data Will Drive Every Decision Brands Make
We've seen a growing amount of complexity within the digital space in recent years; new mobile devices, new technologies such as virtual reality.
12 Dec 2016