How one brand hit 215% ROI with ‘sophisticated’ segmentation
Marketing Week ReportersA multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
A multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
After the refresh of its entire proposition in October, EE is leveraging its stock of data to grow revenue around gaming audiences.
As category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.
AB InBev becomes the first beer business to achieve top-level sponsorship of the Olympics, in a partnership that will be led by the non-alcoholic Corona Cero brand.
Brand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
After many delays Google is finally transitioning users away from third-party cookies – but some brand marketers are still scrambling to keep up.
Former Confused.com CMO Samuel Day will join Direct Line Group to lead its marketing function on an interim basis, as it prepares to welcome a new chief executive and enter “its next growth phase”.
M&S enjoyed a strong festive period bolstered by a rejuvenated clothing and home line and a growing uptake of its value food proposition.
Supermarket chain Tesco has posted “strong” results for its third quarter and Christmas period, which it ascribes primarily to its focus on value.
The home appliances brand has undergone a period of rapid growth and is sticking to its beliefs of customer centricity and product innovation to keep it going.
Marketers pay less attention to where ads are seen than their customers do, which is making them indifferent to unsuitable environments.
From interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
The supermarket has recorded strong Q3 performance driven by grocery volume sales increases – which it attributes to investment in value and own-brand ranges.
The Post Office has taken a hit across key brand metrics including buzz and reputation.
Greggs achieved “strong” like-for-like sales in its final quarter of 2023, reporting more transactions as the impact of inflation-driven price increases wanes.