From predictive analytics to machine learning and AI, the rise of data intelligence and new technologies have changed how brands approach marketing and the ROI they can create.
2018 will be known as the year for the battle of truth.
It is little wonder, given dentsu X has operations in 13 Asian markets, and more recently Europe, that its executive team would be theorising best practice for client strategies looking to take brands from East to West.
Marketers should be looking forward to GDPR.
Later this month, the biggest shake-up to data privacy in 20 years becomes official—representing one of the most significant shifts in how businesses collect, use and store consumer data.
On the heels of forecasts by research firm eMarketer that Facebook is losing younger users at an alarming rate (2 million users under the age of 25 will flee the social network in 2018), the question arises: which rival network will benefit from the shift?
In the marketing area alone, McKinsey estimates that data-driven companies worldwide improve their marketing ROI by 15-20%, which adds up to $150-$200 billion in additional value.
The answer to this question begins with an investigation of brand safety; including what it now means, and why it matters.
Many years ago, I famously said, ‘You have no privacy, get over it’, which caused quite the controversy at the time. Fast forward to today and data privacy is even more so in the spotlight, but this time Mark Zuckerberg is the villain of the peace and I’m just the messenger!
Marketers today have access to more data than ever before, and as such it can be tempting to focus efforts entirely on numbers and insight.