Eve’s Cheryl Calverley: Stop chasing data perfection

From proving the connection between the customer experience and commercial success, to understanding which metrics matter, marketers are under pressure to deliver for consumers and the business alike. However, chasing a tidy dataset in a bid to achieve a single...

BMW on why marketers should take an ‘outside-in’ approach to CX

Marketers need to seize cross-organisation collaboration as an opportunity to “unleash” their skills and take a more central role, according Royal London Group CMO Susie Logan. Speaking on the first day of the Festival of Marketing: Fast Forward (7 June), Logan...

Why ‘wargaming’ is essential to future-proof marketing

Agility, flexibility and adaptability are all words that have been used frequently over the past year, as businesses were forced to change tack and solve problems at speed in response to the pandemic. And while no one could have predicted the devastating impact Covid...

Businesses that undermine marketing are setting themselves up to fail

Mastercard’s chief marketing and communications officer, Raja Rajamannar, is urging businesses not to make the “short-sighted” decision of side-lining the marketing function, lest they find themselves unable to compete in a new era of technology. Rajamannar, a...