61% of marketers believe consumer segmentation is an outdated marketing method 

Six in 10 UK marketers (61%) believe consumer segmentation - the categorisation of customers based on shared traits - is an outdated method of marketing, with 63% considering it totally unfit for purpose.

That’s according to new research from enterprise customer data platform, Treasure Data. This is despite almost all (96%) marketers in the UK still using segmentation within their organisations - even though its effectiveness is being called so clearly into...

4 October 2023 | CMO

Contextual-driven campaigns on YouTube drive 28% more attention than industry benchmarks

A newly-released study shows brand suitable and contextually-delivered advertising with Channel Factory delivers on average, 28% more attention than industry wide benchmarks according to leading attention measurement platform Playground xyz.

Channel Factory, which helps advertisers deliver brand suitable advertising in more contextually relevant places across YouTube, engaged with Playground xyz to deliver a comprehensive review of 76 campaigns across eight...

26 September 2023 | Advertising

Very Group partners with Kyndryl to enhance its customer experience through technology

Infrastructure provider Kyndryl has expanded its partnership with The Very Group, the online retail and digital payments business, to transform its IT platforms and the customer experience.      

With flexibility and speed at the core, The Very Group is modernising and migrating applications and infrastructure to a leading-edge multi-platform public cloud environment.

The Very Group has partnered with Kyndryl to migrate applications to the public cloud, moving to a...

20 September 2023 | Customer Experience

Marketers are unaware of how to prepare for Google’s cookie deprecation

The advertising industry edges closer to one of the most significant changes in a decade, as Google plans to migrate 1% of Chrome users to Privacy Sandbox early next year.

Yet, marketers still lack preparedness for the deprecation of the third-party cookie. In a new survey from YouGov, commissioned by Adform, almost half of respondents believe that finding a solution to replace third-party cookies is critical to future success. However, only 33% think they are well prepared for...

19 September 2023 | Advertising

Virgin Atlantic selects Amperity to deliver AI-powered unified customer profiles

Amperity, an enterprise customer data platform (CDP) for consumer brands, has announced Virgin Atlantic as a new customer for its critical data foundation.

Amperity will help unify, manage, and activate all of the travel company’s digital and transactional customer data, to deliver personalised customer experiences and drive revenue growth.

Virgin Atlantic looks after a vast amount of customer data generated from digital touchpoints and offline transactions throughout...

13 September 2023 | Automation

Three quarters of marketers’ positive outlook holds steady amid rapid digital acceleration

Econsultancy, a global provider of digital marketing and ecommerce insights and training, today revealed an early snapshot from its annual Future of Marketing report, which revealed marketers’ positive industry outlook remains steadfast despite a prolonged rocky economic environment.

Despite the crises which have characterised the last few years, more than three quarters (76%) of marketers remain optimistic about the future of the industry. This remains on par with the previous...

5 September 2023 | Best Practice

Google Cloud partner digs into generative AI for marketers

If you are worried that generative AI is coming for your jobs then the recent Google Cloud Next event may have caused palpitations. But don’t worry just yet, as this solution appears to be marked out as friend rather than foe.

Typeface, a generative AI app provider, announced the launch of an integrated generative AI marketing solution with GrowthLoop and Google Cloud’s BigQuery and GenAI Foundation Models to ‘merge generative AI into a single, streamlined...

1 September 2023 | Automation

Emplifi unveils unified analytics for insights into the customer journey

Customer engagement platform Emplifi, has launched of Unified Analytics, an integrated solution that aggregates, analyses, and presents customer data in an easily digestible format.

As an integral component of Emplifi’s Customer Engagement platform, Unified Analytics provides deep business insights that can vastly improve the customer experience by bringing together social media data, customer service and care case management data, Voice of Customer (VoC) insights, and...

22 August 2023 | Big Data

Why UK customers are ghosting businesses

Mailgun Sinch, which powers conversations between businesses and their customers through its Customer Communications Cloud, has published the State of Email Deliverability 2023 report.

According to findings, despite only 8% of all email traffic delivered to the intended inbox, businesses are still failing to prioritise their email deliverability. Almost half (44.4%) of those surveyed were not confident in their knowledge of deliverability, let alone how to achieve it. This gap...

18 August 2023 | Customer Experience

Emotional digital ads drive brand lift and recall

Pinterest and System1, a specialist in advertising effectiveness, have released the latest research on digital advertising’s impact on brands and best practices for creating effective digital ads.

Analysing 50 Pinterest ads revealed that digital ads that create more positive emotional response lead to greater changes in behaviour and engage attention better, therefore making them more memorable. Additionally, digital ads with rapid, clear branding that cause an intense...

24 July 2023 | Advertising