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 ...

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, ...

At the Festival of Marketing, Econsultancy Managing Partner Paul Davies asked, “How do we foster a culture of excellence?” The answer, according to leaders at Henkel, Sainsbury’s and Specsavers, lies ...

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 ...

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 and capabilities,” says Specsavers’ Head of Brand Expression and Marketing Excellence, Abi Willstead. With the demands on ...

Laura Keir is CEO at Protein Works, a Cheshire-based protein shakes business that is growing rapidly, with a turnover of £42.8m in the year to August 31, 2023, up from £30.7m. We caught up with Keir ...