Article
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Anna Hamill, WARC Exclusive, April 2021
In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.
Article
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McKinsey & Company, Research on WARC, March, 2021
This report explores how consumer brands can enter the direct-to-consumer (DTC) space.
Article
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Siyoree Thaitrakulpanich, WARC Exclusive, Spotlight SEA, April 2021
Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.
Article
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Andreas Moellmann, WARC Exclusive, March, 2021
By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.
Opinion
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Rohit Arora, March 2021
Customer Lifetime Value is a crucial metric in the marketing of modern services - Rohit Arora explores the core ideas.
Article
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Brian Carruthers, Event Reports, LIONS Live, March 2021
L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.
Article
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Stephen Whiteside, Event Reports, The Great Debates: Marketing Growth Frameworks, June 2020
Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.
Opinion
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Jane Frost, CBE, February 2021
Growth is going to be hard won over the next few years and will require businesses to pay more than lip-service to "customer-centricity". Listen to your insights team, says Jane Frost, who also advises those same teams to start talking the language of business.
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.
