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Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

CHICAGO: Aditya Birla Group, the conglomerate, has seen tangible business benefits from using the Net Promoter Score (NPS) to gain a deeper understanding of its customers.

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

Article

This article covers how ANZ, one of Australia's big four banks, has streamlined its in-branch customer experience with digital and data-driven initiatives.

News

CANNES/NEW YORK: Marketers need to stop talking about AI and get on board with it – and quickly – according to a leading industry figure.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

Case Study

This case study shows how Fitness First, a health club brand, used data segmentation to identify its core UK audience and provide a more tailored service.

Research Paper

This article explores the use of artificial intelligence in Latin American countries, including Mexico, Argentina and Peru, and suggests that accurate AI-based social listening and analytics can work in any language/country and for any topic.

Research Paper

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.

Research Paper

This paper describes a survey based on SMS messaging, presenting details of the tests and pilots undertaken, the practical difficulties found and overcome, as well as an examination of the differences found between the CATI and SMS elements of the survey.

Article

This article examines the rise of artificial intelligence usage in marketing and how it will impact the industry going forward.

Article

The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.

News

SYDNEY: When changes to grocery retailer Woolworths' loyalty programme were met with public pushback, the company used the lesson to build a data-driven, more personalised approach, a senior executive at the company has revealed.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

News

SYDNEY: Australian businesses take customer experience (CX) seriously, to the extent of investing in specialist departments, and they think they are meeting consumer expectations, but that's not what consumers themselves say, a new study reveals.

Case Study

This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

News

SYDNEY: Australia's ad agencies and business consultancies are battling to establish themselves as authorities in customer experience (CX) as mapping the customer journey enjoys renewed focus from brands.

Article

This article explains a renewed focus on customer experience (CX) in Australia, including the battle between ad agencies and consultancies to stamp their mark, challenges facing the sector, and how Telstra and NAB have integrated CX metrics into their businesses.

Case Study

This case study describes how Spotify, a music streaming service, utilised data to increase brand awareness in the Canadian market.

Article

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

Research Paper

This article details how British Gas, the energy provider, developed a bespoke testing tool based around a realistic simulation of the online sales journey.