Economic uncertainty has drastically tightened corporate budgets. For executives, that means taking a closer look at how each technical investment and initiative measures up. For marketers, that means ...

This is not your typical lesson about mindset; instead, it focuses on when you should (and should not) conduct research. It also offers an overview of the IDEA model so marketers can understand the ...

The foundation of successful experimentation begins with having the right people and support structures. This starts with hiring skilled data scientists or analysts who understand marketing ...

In 2025, the biggest risk in marketing isn’t making a bold move—it’s playing by the book. AI-driven tools have made marketing faster, smarter and more scalable. But they’ve also created a paradox: ...

The days of large blanket media buys are fading. Always-on testing reduces waste by directing spend toward what is proven to work. AI-powered automation and personalization are key drivers of ...

Jil Maassen is senior strategy consultant EMEA at Optimizely. Customer behaviour changes every month, every week and every hour. If brands want to prosper, they need to move at the same speed. The ...

Audiences expect marketers to deliver personalised experiences, but apart from a few exceptions, very few brands have managed to consistently deploy such campaigns. To succeed in personalised ...

You worked hard to master your instrument and build your music career–much harder than the average non-musician could ever fathom. You now need to channel that discipline into a marketing mindset that ...

The digital marketing industry contains two types of people: experienced marketing professionals with a traditional approach who start by tapping into the psyche of their target audiences; and a newer ...

One of the most common problems I see content marketing teams have is being too zoomed in on content creation. This tunnel vision leads to us feeling perpetually overwhelmed by the amount of “other ...

Research conducted by Metia Group shows that the most successful digital transformation initiatives can be found in banks and credit unions that apply a marketing mindset to determine and shape their ...