September 2024

Chief Revenue Officer

The role of Chief Revenue Officers is changing fast: why integrated tools are essential to success

Headlines, Marketing planning and implementation

The role of Chief Revenue Officers (CROs) has evolved considerably in recent years.
Once primarily responsible for generating revenue through sales, today’s CROs face a much broader and more complex mandate.
They must now integrate marketing, sales, CRM and operations to create harmonious revenue streams.
This requires breaking down silos between departments, fostering collaboration and using accurate data to ensure sustainable growth.

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Marketing Mix Modeling BI

Marketing Mix Modeling: Combining Creativity and Data-Driven Optimization

Marketing Analytics 2.0, Measuring, KPIs & optimising marketing performance

Marketing mix modeling (MMM) can be seen as an evolution of traditional marketing analysis, adapted to the complexities of today’s data-driven, digital environment.
Fundamentally, MMM refers to a set of statistical techniques used to measure the impact of various marketing activities (such as advertising, promotions, pricing and distribution) on business results, such as sales or brand value.

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Omnichannel Marketing

360° Marketing: Creating a unified brand experience across multiple channels

360° Marketing, Integrated and omnichannel marketing, Specific marketing strategies

360° Marketing is a global marketing strategy aimed at delivering a coherent, consistent brand experience across multiple platforms and touchpoints.
By integrating traditional and digital marketing methods, the aim is to reach the target audience wherever they are, whether via online channels such as social networks or more conventional media such as TV and print.
The fundamental principle of 360° Marketing is to ensure that customers receive a unified message, whatever the device or platform used.

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Essential statistical tools

The essential tools of statistical analysis: A guide to modern data interpretation

Marketing Analytics 2.0, Measuring, KPIs & optimising marketing performance

At a time when data is at the heart of decision-making in many sectors, the importance of statistical analysis tools has never been greater.
Whether to assess market trends, improve business operations or advance scientific research, understanding and applying statistical techniques helps to make sense of complex data sets.
But what are the essential tools of statistical analysis today?
This article explores some of the most important tools and software on which statisticians and data analysts rely.

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Effective Bid Advertising

The evolution of Real-Time Bidding (RTB): A collection of documents

Advertising and communications, Operational marketing and execution

In the ever-changing landscape of digital advertising, Real-Time Bidding (RTB) has emerged as one of the most transformative technologies.
This process enables advertisers to bid in real time for advertising space on websites, ensuring that the most relevant ads are displayed to targeted audiences in milliseconds.
For professionals, researchers and students keen to understand the intricacies of RTB, a valuable resource has been assembled on GitHub, providing a comprehensive collection of academic publications and studies on the subject.

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How artificial intelligence and machine learning are revolutionizing digital advertising

How artificial intelligence and machine learning are revolutionizing digital advertising

Data and marketing analysis, Headlines, Operational marketing and execution, Unclassified

In recent years, digital advertising has been profoundly transformed by the emergence of automated targeting, bidding, and ad optimization, all propelled by advances in artificial intelligence (AI) and machine learning (ML).
These technologies are redefining the way advertisers run their campaigns, offering a more efficient, targeted and cost-effective approach to reaching their audiences.
This article explores in detail the impact of AI and ML on digital advertising, showing how these tools optimize advertising campaigns, simplify bidding processes and open up new possibilities for personalization.

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Communication Agency

How to choose the right communications agency

Branding and brand identity, Guides and Advice, Marketing planning and implementation

Choosing the right communications agency is a crucial step for any business, as it can have a significant impact on the success of your brand. Here are the key criteria to consider, illustrated by concrete examples to help you make the best choice: 1. Define your objectives and needs Before approaching agencies, you need to

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Marketing Automation

Free marketing automation software: A detailed overview

Digital marketing, Guides and Advice, Operational marketing and execution

Marketing automation has become an essential tool for businesses looking to automate their processes, engage customers and increase sales. For small businesses or startups, cost can be a major obstacle, but fortunately, several marketing automation platforms offer free versions with interesting features. Here’s a detailed look at some of the best free marketing automation software

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