Econsultancy

24/05/2024

‘What’s the business objective?’ – Three marketing leaders on how they use AI

AI has the potential to take an organisation from the “middle of the pack to best in class”, but marketers need “real discipline” when deciding how to use it, according to leaders from Brown-Forman, Lego and Nomad Foods.

Marketers need “real discipline” when deciding how to use genAI, according to leaders from Brown-Forman, Lego and Nomad Foods.

23/05/2024

Generative AI has brought into focus what makes a great marketer

“The more we have smart automation doing some of the job, the more important it is that we are critical thinkers,” says Econsultancy SVP Learning, Stefan Tornquist.

https://econsultancy.com/generative-ai-marketing-capability-learning/

22/05/2024

Training marketers for the era of AI: ‘There’s no point investing in tech’ if we can’t use it

AI may offer the prospect of less grunt work, but it will require new capabilities, including knowledge of IP law, data literacy and the resilience to navigate change, say leading marketers from Brown-Forman, Lego and Nomad Foods.

AI may offer the prospect of less grunt work, but it will require new capabilities say leading marketers from Brown-Forman, Lego and Nomad Foods.

21/05/2024

The algorithms powering loyalty: How an AI firm is helping Tesco gamify Clubcard>>

As Tesco Clubcard is about to turn 30, the retailer has announced a new addition to its scheme: gamified, personalised loyalty challenges. EagleAI, the firm partnering with Tesco to create Clubcard Challenges, explains how AI makes personalised loyalty possible.

EagleAI, the firm partnering with Tesco to create Clubcard Challenges, explains how AI makes personalised loyalty possible.

20/05/2024

Why finding the true value of retail media is a tough nut to crack >>

Advertisers are on a quest for incrementality in retail media.

David Pollet, CEO at Incremental, talks to us about:

– legacy measurement approaches and why they won’t work for retail media;

– the challenge of attribution siloed to inventory source;

– the complexity of funding for retail media within advertiser businesses;

– avoiding vanity metrics and delivering decision grade insights.

https://econsultancy.com/incrementality-retail-media-measurement/

17/05/2024

“It’s not just getting the customer to the next transaction...

“Your customers have to believe that you have the authority to tell them about things that can help their health and wellness."

– Former Holland & Barrett loyalty chief Jonathan Haywood

https://econsultancy.com/jonathan-haywood-loyalty-holland-barrett/

16/05/2024

Are 40% of Gen Z shunning Google for TikTok? Not exactly

You might have heard that TikTok is the ‘new Google’ based on a stat that two fifths of generation Z are apparently using it for search. But is that true?

15/05/2024

What is Temu – and is it really a threat to Amazon?

Where did Temu come from? How has it become such a ubiquitous name in such a short space of time? And does it really pose a threat to Amazon?

14/05/2024

Next cohort starts on 10 September, 2024.

A newly revamped version of the popular Fast Track to Digital Marketing training is available as part of subscription and designed to be cost-effective.

13/05/2024

Former Matches CEO: ‘The bigger we got, the less innovative we seemed to get’

Dr. Nick Beighton – an ecommerce veteran who previously headed up ASOS – reflected on the luxury brand’s struggles in a keynote at the Retail Technology Show in Olympia London.

“You can get more great stuff done with people who are motivated and understand what they’re doing – even before you’ve actually asked them to do it.

“So, work on teams; work on culture; don’t put control mechanisms in place – put freedom mechanisms in place.”

https://econsultancy.com/former-ceo-matches-fashion-challenges-innovation/

10/05/2024

A checklist for creating a more neuroinclusive employee experience

Steps to help create an environment of psychological safety and allow organisations to benefit from having great minds that do not think alike.

09/05/2024

CPGs must build cross-functional teams to get the most from retail media

Interviewees in Econsultancy’s Retail Media Best Practice Guide last year highlighted the increasing number of brand-side cross-functional teams.