Opinion
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Michelle Thomas and Charles Baker, December 2020
Digitas strategists Michelle Thomas and Charles Baker identify the seven areas to look for in a business-to-business account-based marketing request for proposal.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.
Opinion
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Simon Dale, December 2020
Adobe’s Simon Dale argues that brands need to invest in leveraging real-time data and digitising engagement processes to unlock better customer experiences.
Opinion
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Keith Lee, November 2020
ADA's Keith Lee believes that despite restricted budgets, financial services marketers must still invest time and resources to smooth out the digital customer journey and leverage data-driven communications for better outcomes.
Research Paper
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Rajiv Lamba, ESOMAR Conference papers, APAC, 2020
This paper discusses developing an AI-based customer experience monitoring (CXM) tool in Bahasa Indonesian to reduce customer churn-out in Indonesia.
News
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23 November 2020
Procter & Gamble, the fast-moving consumer goods manufacturer, believes that cross-media measurement would have significant benefits for consumers as it leads to outcomes like reduced duplication and optimal frequency.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers’ Media and Measurement Conference, September 2020
Procter & Gamble (P&G), the fast-moving consumer goods manufacturer, is putting consumers at the heart of its efforts to achieve cross-platform measurement.
Article
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TD Reply, Research on WARC, November, 2020
The marketing industry has seen more disruption in the past 10 years than in the last 100.
Research Paper
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Gustavo Imhof and Phil Klaus, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 673-688
Customer experience (CX) has evolved into a top priority of business executives worldwide. CX is a key determinant of long-term corporate success.
News
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10 November 2020
Microsoft, the technology giant, has transformed its approach to business-to-business marketing in reflection of the greater complexity and need for customisation in reaching its target audience.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of B2B Conference, October 2020
Microsoft, the technology giant, has transformed its business-to-business (B2B) marketing strategy in a holistic way.
News
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03 November 2020
Managing a product portfolio can mean constant tension between efficiency and customer value, but the key to success is to take a customer-first approach, a McKinsey report says.
Article
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Brian Carruthers, Event Reports, EffWeek Global 2020
This article addresses at how the various elements of experience are related and can operate together to deliver growth.
Research Paper
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Flávia Lage, Marco Antonio Gomes and Karen Russi, ESOMAR Conference papers, Latin America, 2020
Banco do Brasil, an asset management company, designed a series of feedback collection KPIs to offer a personalised customer research experience and improve feedback quality in Brazil.
Article
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Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020
Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.
News
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06 October 2020
To sustain the unprecedented level of growth the grocery market has seen this year into 2021 will require marketers to be more consumer-centric than ever and to understand the major themes that are driving consumer choices, according to Kantar.
News
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06 October 2020
Even as businesses adapt to everything that 2020 has thrown at them, they need to look further out to what the current disruption means for next-generation customer experiences and relationships, says a digital transformation expert.
News
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04 October 2020
Brands need to start thinking differently about customer journeys if they are to deliver a better customer experience and increase their prospects for recovery, according to a Forrester executive.
Article
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Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020
The evolution of customer experience requires a shift from personas to personalisation, functional to emotional, heuristic-based to data-based, and episodic design to continuous design.
Article
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Low Lai Chow, Event Reports, Adobe Experience Makers Live, July 2020
Forrester outlines key customer journey considerations for brands to unlock a real recovery from the COVID-19 crisis.
Article
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Yuri Ivanov, WARC Exclusive, September 2020
Joom’s co-founder reveals five lessons when building a better mobile commerce experience.
Article
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Joan Yong , WARC Best Practice, September 2020
Organisations have never had to deal with this scale of change management for customers, and marketers need to have proper frameworks in place.
News
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01 September 2020
The subscription-based model of LegalVision has helped it become the fastest-growing law firm in the Asia-Pacific region; it has been described as the “Netflix of legal advice” because of the way it is disrupting the industry.
