Insights

Your buyers are researching, comparing, and increasingly buying from inside an AI assistant. The only question left is whether it gets your business right when the deal is decided.

78% of enterprises have an AI pilot running. Only 14% have scaled one to organisation-wide use. We find that gap worth sitting with, because it’s where most of the organisations we speak with are quietly stuck right now.

In a rapidly evolving digital landscape, marketers are surrounded by a growing array of tools, analytics platforms, and AI-driven insights. Yet, despite the influx of innovation, traditional Key Performance Indicators (KPIs), such as Return on Investment (ROI), engagement rates, and personalisation metrics, continue to hold their ground as the cornerstones of effective marketing measurement.

Data only matters when it helps people decide and act. Right? Not quite. Data also helps processes and automation act on clear signals, within clear rules.

In this month’s Thoughts on Tap, Rachael Stackhouse explores how corporate communicators can close the gap between activity and impact - and why smarter analytics are key to proving real value.

A practical analysis of Meta’s ad-free subscription model and its potential impact on advert­ising, privacy, and consumer behaviour.

Branding metrics are a staple in measuring marketing success. But many marketers now avoid “vanity” metrics in favor of “more meaningful” marketing KPIs – those with a direct impact on sales or ROI. But are vanity metrics really meaningless? We explore their true value – and what you risk losing by leaving them behind.

For those of us in marketing, it's clear that nowadays, using different kinds of marketing technology is the name of the game. For us who have been around for some time, the growth of marketing technology companies (today known as MarTech) comes as no surprise.