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Must Read

'Almost overwhelmed': How an ex-P&G US marketer ditched cohorts, personas, blended Ehrenberg-Bass, Binet & Field textbooks word for word, landed biggest marketing budget in $7bn company’s history – and all KPIs are powering

‘Don't call it science, call it what it really is: consulting, dogma, ideology’: Mark Ritson on why Ehrenberg-Bass has distinctiveness v differentiation wrong – and how brands grow better with both

Westpac's 'In the Moment' was a $70m+ real time decisioning flop; the bank tried again in 2023 with a tender for an off-the-shelf solution, then ditched it – as Big Four rivals go all-in

Ex-UM privacy chief lifts lid: Google has 'captured' trade associations and holdcos, personalisation-precision a 'fallacy' based on 'garbage' data reaching 'fake people'

‘Data is the new asbestos’: Privacy reforms pit ‘underwhelmed’ consumer advocates with industry preparing for ‘radical change’, heavy data compliance burden; Geo location, ad targeting, data trading face new consent rules

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