Demonstrate clear impact with every part of your learning programme, using scores, surveys, tracking and benchmarking that measurably prove the impact of upskilling.

The previous chapter looked at landing page strategy for paid search campaigns. This chapter considers best practice techniques for creating and optimising effective landing pages. Twelve best ...

Octopus Energy CEO Greg Jackson and CMO Rebecca Dibb-Simkin explained to audiences at Festival of Marketing how the business stays as connected to its customers now as it did when it started out ...

When Octopus Energy CMO Rebecca Dibb-Simkin joined the business, it had just 50,000 customers and was renowned for its excellent customer service. “I used to go to conferences … and people would say, ...

Speaking at the Festival of Marketing 2024, insights leaders from PepsiCo detailed the change management process of ushering in a new platform, Ada, bringing together all ad testing data, and setting ...

How do you democratise consumer insights in pursuit of ad effectiveness? For PepsiCo, the challenge was not just getting access to those insights but sharing them across a huge, global organisation to ...

Speaking at the Festival of Marketing 2024, insights leaders from PepsiCo detailed the change management process of ushering in a new platform, Ada, bringing together all ad testing data, and setting ...

Econometrics, also known as marketing mix modelling, has become a popular method of measurement in marketing. This chapter outlines the key benefits and challenges of this approach, and how marketers ...

To help people learn, they’ve got to be able to go away and use these skills,” says Specsavers’ Head of Brand Expression and ...

The chief exec of the vertically-integrated challenger brand describes herself as having been commercially focused “from the very beginning”, and says pace, agility and flexibility are key in the ...