H2 2023: Overcoming Key Data Challenges

Econsultancy’s latest Future of Marketing survey reveals that over the next two years, 77% of marketers expect data, analytics and measurement to be more important, with over a third seeing a move to more data and insight-driven decision-making to be most important.

Companies continue to face a number of key data challenges which are impacting their ability to connect data and operationalise insights. This prevents brands from taking a data-driven approach to decision-making and delivering better customer experiences.

This 60-minute session will look at what companies can do to enhance their data capabilities and overcome key challenges. It will cover:

  • Building the right data foundation to make data accessible – working towards integration of data and a single view of the customer.
  • Deriving value from data and insights – frameworks and tools to support interpreting and activating the data.
  • The role of AI and marketing automation in predicting customer behaviour and preferences and supporting data-driven marketing at scale.
  • Preparing for a cookieless future and using data to drive greater engagement, loyalty and lifetime value.


Working Effectively with Data Teams

1. Introduction 1.1. Executive summary With an increasing number of digital channels, the time, attention and trust that consumers have to give to marketing content is fragmented. To make matters worse, consumers’ unprecedented power to control their media experiences has made it more challenging than ever to reach them. On the other hand, marketers have […]

Maximising the ROI of Digital Marketing

Maximising the ROI of Digital Marketing

  1. Introduction: The Principles of ROI “The fundamental reason why anyone calculates ROI is to prove their existence, or their intention to do something,” says Raj Balasundaram, VP Solutions and Strategic Services at marketing platform Emarsys. Having the ability to accurately quantify the contribution that a marketing programme or strategy has had upon revenue […]

Customer Lifetime Value Report - Econsultancy

Understanding Customer Lifetime Value

1. Executive Summary Customer Lifetime Value (CLV) is considered one of the most important factors in determining present and future success of a business. However, less than half of those surveyed for this research said they were able to measure CLV. With it costing less to retain a customer than acquire a new one and […]

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Ratings and Reviews Best Practice Guide

This best practice guide looks at the feedback economy, why it is important, and the challenges and opportunities it presents brands. It explains how marketers can capitalise on ratings and reviews, including how to unearth insights from customer feedback, diffuse any emerging crises and measure its effectiveness as a channel.