News

News

Overcome the challenge of data overload to boost marketing effectiveness

marketing effectiveness, created in partnership with Thinkbox, we talk to people who aren’t marketing directors – from Direct Line CEO Paul Geddes to marketing effectiveness consultant Peter Field and Manning Gottlieb OMD’s Richard Shotton – about why data matters and the value of short-term versus long-term thinking.

Geddes believes marketing is “absolutely able to be a science” because of the amount of data marketers have at their disposal.

“As a CEO, I love scientific business cases set out in front of me so it’s absolutely predictable and measurable, for me, the effect marketing should have on a business,” he explains.

“When you’re assessing marketing against other investments in the business, it is actually the most proven and most verifiable. I quite like the science of marketing.”

However, Shotton admits that doesn’t mean making the case is plain sailing. All research methodology, he points out, has a flaw but the key is to understand those flaws and come up with the best strategy despite them.

“The reaction shouldn’t be to throw your hands up and ignore evidence because you’ll end up in an even worse place,” he says. “The reaction should be, ‘let’s use a multitude of techniques’. Where those techniques come to similar conclusions we can have greater belief in the findings. And where they contradict each other, that’s the role of a planner or strategist to come up with hypotheses to explain that contradiction and come up with more ideas to test.”

There is also the risk when there is so much data that marketers can become too reliant on evidence to the detriment of creative. But marketing effectiveness consultant Peter Field warns against this.

“We have to use data to give us insight and help guide us in the ways that it can but we must never walk away from the astonishing power of insight and the ability of fantastic creativity and fantastically-creative media to game-change brands,” he warns.

Recommended

Marketing Week Masters Awards 2018: The channel winners

Congratulations to all the winners of the Marketing Week Masters awards.

Marketing Week Masters Awards 2018: The specials winners

Congratulations to all the winners of the Marketing Week Masters Awards.

Asos, Nationwide and Bodyform win top prizes at the Marketing Week Masters Awards

Congratulations to all the winners of this year’s Marketing Week Masters Awards, including ‘Brand of the Year’ Asos, Grand Prix winner Bodyform, and Nationwide CMO Sara Bennison, who has been crowned ‘Visionary Marketer of the Year’.

Marketing Week Masters Awards 2018: The sector winners

Congratulations to all the winners of the Marketing Week Masters Awards.

Personal Development

Agency Relationships

Mark Ritson

100 Disruptive Brands

Media Strategy

Customer Experience

Digital Transformation

Team Management

NOT REGISTERED? IT’S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Already a member?

Sign in

Register and receive the best content from the only UK title 100% dedicated to serving marketers’ needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don’t worry, we won’t share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Not registered yet?

Register and receive the best content from the only UK title 100% dedicated to serving marketers’ needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don’t worry, we won’t share your information with other parties, unless you give us permission to do so.

Register now

Centaur Communications Ltd (a member of the Centaur Media plc group)

Wells Point, 79 Wells Street, London W1T 3QN. Registered in England No: 1595235

Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies

Enter your Email Address

Leave a Reply

Your email address will not be published. Required fields are marked *

DON’T MISS OUT!
Subscribe To Newsletter
Be the first to get latest updates and exclusive content straight to your email inbox.
Stay Updated
Give it a try, you can unsubscribe anytime.
close-link