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What to consider when adopting a test-and-learn approach
What are the benefits of adopting a test-and-learn mindset and how can it be done effectively?
How Auto Trader boosted performance marketing by taking a test and learn approach
Marketing Week ReportersAuto Trader partnered with AppNexus in a bid to improve its click-based performance and maintain its share in an increasingly competitive market.
How brands can use ‘human-centred’ AI to help create business value
MaryLou CostaMany companies are investing in enterprise AI – from AI assistants to predictive analytics and intelligent workflows – to help unify people, process and technology and emerge from the pandemic smarter and more resilient.
Mars’ top marketer on the value of ‘progress over perfection’
Manny PhamThe brand’s marketing vice-president for Europe talks about Mars Wrigley’s growth plans for ecommerce and the fact you often “learn more through the failures”.
The Warehouse CMO’s pause on ad spend isn’t reckless, it’s marketing leadership
Thomas BartaThe New Zealand retailer’s decision to pause ad spend for eight weeks isn’t the cavalier move some say, but an A/B test all marketers should follow closely.
‘Buyer beware’: Brands open up about the ‘skulduggery’ of proprietary media
Grace GollaschWhile some say transparency is improving, as proprietary media becomes more widespread, advertisers share experiences of what has been described as a “murky” practice that, in certain cases, has deteriorated client–agency relationships.
‘Real, raw, risky’: MotoGP’s top marketer on building a brand with ‘cultural relevance’
Emily ManockMotoGP is on a mission to establish the motorsport as a “rock and roll” brand as it looks to ingrain itself into sports culture and appeal to a wider audience.
ISBA launches guidance on how brands can approach proprietary media
Grace GollaschThe guidance aims to address how brands can approach transparency, governance and effectiveness when using proprietary media – the process of media agencies purchasing media inventory and reselling it to clients at a higher rate.