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What a seven-year-old can teach you about segmentation

My seven-year-old consciously adapts his voice, words, and communication style to suit who he talks to. Marketers today (especially those with digital in their title) focus so much on tactics that they’ve forgotten about strategy. Segmentation is at the heart of...

Don't trust everything you read about GDPR

As a marketer, everywhere you look today you come across something to do with GDPR – an article in the marketing press, an agency event, a webinar, or a promoted post on LinkedIn urging you to download a whitepaper – that more often than not is asking for your data in...

The digital experience gap in financial services

The Cambridge Analytica and Facebook scandal that has been all over the news in recent days has brought personal data and personalisation back to the forefront of the minds of marketers. But the issue is not the existence of consumer data itself which people are...