CMOs are drowning in data and distracted from consumer behaviour

Ones and zeros representing data.

A third of CMOs (33%) are more focused on the impact of rising number of channels and platforms than increasingly complicated consumer behaviour (17%), according to new research from integrated marketing data platform Adverity.

Findings also suggest that related growth in data volumes may be a significant cause behind this imbalance of priorities.

Titled 'Recession, Resilience, & Marketing Data: What’s shaping the CMO’s roadmap?', the report surveyed 300 CMOs...

8 September 2022 | Big Data

65% of app marketers trialling new ways to target paying users

Nearly two thirds (65%) of app developers and marketers are searching for new ways of targeting new paying users without IDFA, cookies or data privacy issues.

This is according to the latest research from AdTech company Bango. Even with Google’s recent announcement that they are postponing the removal of cookies once again, changes such as Apple’s decision to restrict IDFA, and mounting government legislation, are forcing app developers and marketers to rethink their...

7 September 2022 | Commerce

VidMob raises $110 million in Series D investment round

A close up of a dollar bill.

VidMob, a platform for Intelligent Creative, has raised $110 million in a Series D investment round led by Shamrock Capital, with strong participation from a leading group of new and existing investors.

VidMob’s Intelligent Creative platform provides an end-to-end solution to help brands optimise the performance of their creative advertising assets by unifying data and analytics with creative production, delivering improved marketing performance and business results across all...

4 September 2022 | Branding

Manchester City FC launch the ‘Connected Scarf’ to track fan emotion

A Manchester City FC flag.

Sports and entertainment creative agency, Octagon, has partnered with Cisco to launch the 'Connected Scarf,” a new project in support of their partnership with Manchester City and City Football Group.

Unit9, a global production and technology partner, also helped spearhead the initiative. As part of Cisco’s ongoing efforts to power a more inclusive future, drive innovation, and better connect fans globally with the clubs and players they love, Octagon helped bring to life...

27 July 2022 | Customer Experience

87% of B2B companies fail to unlock full value of buyer intent data

A selection of keys.

As many as 82% of B2B companies continue to find lead generation a challenge, with enterprises of more than 250 employees more likely to describe it as a “large challenge” than SMEs.

This is according to a survey of US and UK senior marketing and sales professionals, commissioned by website tracking software firm, Leadfeeder.

Lead generation is often considered to be the critical driver of growth for B2B businesses and the first step in building a meaningful...

25 July 2022 | Big Data

System1 helps brands innovate and profit with ‘Test Your Idea’ platform

A glowing light bulb.

System1, a marketing decision-making platform, has launched its automated Test Your Idea functionality, which provides predictive insights on product prototypes, names, logos, packaging, straplines, promotions and more to help brands maximise profit potential. 

Test Your Idea reports highlight respondents’ emotional responses to concepts as well as their predicted acceptance of ideas and decision speed. Brands can also discover what respondents view as the main advantage of...

15 July 2022 | Branding

Two-thirds of UK brands are underutilising marketing data

data

Almost two-thirds of UK brands are underutilising their data and limiting its effectiveness by focussing on general analysis activations rather than more sophisticated techniques.

While the majority are activating their data – just a small amount of marketers (5%) are not activating their data at all – only 39% of brands are utilising the power of advanced measurement solutions to gain granular insights from their data. 

This is according to a study of marketing...

11 July 2022 | Big Data

Teads launches Attention Program to advance omnichannel attention measurement

Three measuring tapes.

Global media platform Teads has launched the Teads Attention Program to strengthen its position in the attention measurement sector.

The program will arm brands with optimal multi-screen reporting of attention metrics within Teads Ad Manager. Through Teads’ global scale within quality publishers and connected TV providers, and integrations with industry-leading attention measurement partners, this pioneering program will accelerate the understanding of attention for media buyers...

21 June 2022 | Customer Experience

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

5 steps to increasing business resilience through data maturity

Dany El-Eid, Adverity.

The role of data to empower business leaders to make better-informed decisions is seemingly ever increasing.

But, with the world’s economy becoming increasingly complex and volatile, it is the more digitally mature companies proving to be resilient to economic shocks.

In 2021, Dany El-Eid, director of North America at digital analytics software firm, Adverity, conducted a study into this topic. His research examined 10 companies’ strategies and tactics that have...

13 June 2022 | Best Practice