23 days ago

Consultancies Change The Game

Consultancies Arrival Disrupts Agencies Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example of consultancies winning a global marketing assignment, following Deloitte Digital’s…

2 months, 2 days ago

Lost In The Dark On Marketing Measurement? We’ll Show You The Light.

Marketers have a new measurement mandate: to measure effectiveness across all channels and tactics by using advanced marketing measurement techniques. Yet, marketers remain in the dark; they are confused, and overwhelmed about the numerous measurement …

2 months, 5 days ago

As CVS Goes Post-Digital, Walgreens Reverts to Pre-Digital

For a case study on how marketing must break from past practices, one needn’t look further than two recent announcements, one from CVS and the other from Walgreens. One company is pushing the boundaries of retail healthcare; the other is looking back a…

2 months, 9 days ago

US Data Management Platform Market To More Than Double In Five Years

US companies continue to spend more on ad technology (adtech). In our latest Forrester Data Business Technographics® Marketing Survey, 2017, 60% of US respondents expect to increase spending on adtech this year, versus 45% last year. Almost one-quarter…

2 months, 15 days ago

TV Industry: It’s Time For A Round of “Stop, Keep, Change”

I’m obsessed with the future of television. A couple years ago, I pursued it largely as a research exercise. Today, I’m up in arms based on my own experience as a TV consumer. The rumors are true: empowered consumers are real and I am one. And of late,…

2 months, 16 days ago

The Data Digest: The Holiday Email Invasion, No Personal Touch At the Holidays? How Cold!

Last week was a massive week for marketers. Black Friday 2017 hit record numbers: Not only did shoppers start early, they began clicking at a rate of 2,800 orders per minute, spending $1 million per minute at the peak of Black Friday. Research shows th…

2 months, 17 days ago

Digital advertising and marketing under the GDPR: A question of How, not If.

The May 25th deadline announces a period great reckoning for data-driven marketing in Europe. The question marketers ask me most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under the GDPR? But often, …

2 months, 18 days ago

Consumer Good Unclear in CVS/Aetna Merger

CVS and Aetna have formalized a merger agreement with CVS set to acquire Aetna for roughly $69 Billion dollars. In deals of this nature, approval hinges on one thing: consumer good. The Department of Justice evaluates mergers of this magnitude to ensur…

2 months, 19 days ago

The Power Of Our Brand Energy Framework, Now In Your Hands

A FOND FAREWELL TO BRAND MANAGEMENT (AS WE KNEW IT) It is apparent to marketers who’ve chosen to look with a critical eye that the old-school, text book, command-and-control branding is headed the way of the dodo bird. The idea of managers contro…