The speed of change in a digital world poses challenges to brands of all sorts, not least in assessing and moving forward with the constant stream of new technologies that are becoming available to both them and consumers. And having made decisions on what tech to use, they must then understand how it has worked and what, if any, difference it has made.
“How do we measure our new channels and new touchpoints against things that are relevant to us internally, but also to customers?” asked Ian Goulding, insight lead at UK banks RBS. An additional complication is that this...