AUSTIN, TX: Coca-Cola, the soft drinks manufacturer, is generating invaluable consumer insights from its Freestyle fountain machines, which allow customers to mix beverages of their choosing from across the company’s portfolio.
Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Recent news surrounding the use of consumers' personal data has re-framed the debate around privacy, and with new legislation set to change the rules, companies need to be prepared to re-think communications.
In the pursuit of greater personalisation, we’re crossing the boundary between clever and creepy. We have reached advertising’s ‘uncanny valley’ - when technology becomes so human-like that it makes people uneasy – argues UM’s Michael Hanbury-Williams.
LONDON: A growing number of companies are mulling introducing redeemable incentives and forming partnerships to protect data in order to secure user consent for personal information ahead of the General Data Protection Regulation’s coming ...
US/EUROPE: Consumers increasingly understand the value exchange involved when they give up their data to brands but a significant proportion feel they aren’t getting the personalization benefits they have come to expect, a study suggests.
Consumers don’t know much about what personal data is being collected. It’s not until they start asking questions that the bottom part of the “data iceberg” becomes apparent, according to Tuomas Syrjänen, CEO of Futurice.
Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.
LONDON: As customer experience – increasingly based on digital interactions – becomes a competitive differentiator, brands need to assess their current capabilities and understand where they may need to make changes, according to an ...
Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
HONG KONG: The effective integration of offline and online data will drive future success for bricks-and-mortar retailers during an ongoing tough period, according to the CEO of dunnhumby, the customer data science company.
This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
NEW YORK: A significant proportion of consumers are open to brands that use intelligent technology to personalise experiences, but establishing digital trust is crucial if consumers are to be won over, a new survey has found.
Scott Symonds, Admap Magazine, October 2014
This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.