Eliminating guesswork in marketing

Eliminating guesswork in marketing

A senior global marketing VP at Unilever made a really interesting comment at the Association of National Advertisers’ (ANA), Masters of Measurement Conference: “Making smarter use of data and analytics can increasingly help brands take the “guesswork” out of marketing” It’s encouraging to see big global brands like Unilever taking active steps to create one-to-one…

Opening up banking data to stimulate innovation and growth

Opening up banking data to stimulate innovation and growth

A recent report by the ODI and the Fingleton Associates explored how competition and consumer value could be stimulated by providing UK customers with their own bank transaction data. The idea is that if banks open up their customer’s transaction data via an API and OAuth, a competitive market would emerge generating new economic, business and customer value. What interested me most was the different ways this data can be used: