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Incorporating longer-term KPIs into performance measurement is another growth measure suggested.

This article suggests some areas that marketers must prioritise in 2020. They must create personalised content to build customer trust and deliver enhanced customer experiences. Using machine learning-based predictive models is recommended to identify the type of web and email content customers would prefer.

For growth to be marketing-powered, it needs accurate revenue attribution which can help improve marketing performance and earn support for scaling successful innovations. Businesses must ensure that attribution solution must connect seamlessly to marketing automation platforms and CRM.

Incorporating longer-term KPIs into performance measurement can let a brand grow faster. Using machine learning can help businesses discover the characteristics of consumers that react to marketing, seasonal engagement patterns and most appealing product combinations.

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[6 minute read]

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