Sophisticated marketing has always been about data, insights and measurement. Today, businesses are faced with an abundance of consumer data, making it extremely difficult to allocate enough resources to analysing and actioning the data that really matters. The data sources are endless and are typically collected and stored in siloed...

The UK is currently in the midst of political upheaval, with time-honoured party lines being redrawn and Brexit dividing generations and families. MPs are just as divided and struggling to agree on a way forward. With yet another delay to Brexit, and an election called for December 12, 2019, the...

When the Facebook-Cambridge Analytica scandal was first made public in 2018,  Facebook’s market value dropped by 7% (that's US$36 billion). The scandal, which centred around the illegal harvesting of 87 million Facebook profiles, represented the first time in history that technology giants were being called to task for the non-consensual...

There are plenty of negative generalisations about Millennials. They’ve been labelled as lazy, entitled, narcissistic and unreliable. In 2018, Purpose Business conducted a survey with more than 500 New Zealand Millennials on the Pureprofile panel and set out to understand how Millennials differ from other generations, challenging our preconceptions about...

Marketers face a real conundrum when it comes to personalisation and privacy; consumers want personalisation, but are wary of businesses harvesting the data needed to achieve it. This is commonly referred to as the personalisation paradox, and there’s no shortage of evidence to illustrate just how much personalised experiences impact...

At a time when consumer trust is at an all time low, businesses must take a proactive approach when it comes to data privacy and compliance. Not only are consumers becoming more concerned about their personal data being harvested for commercial gain, but governments around the world are passing stringent...

"Declared data" is a hot topic in today’s marketing circles, but what does it actually mean? And why is it being proclaimed as the future for people-based marketing and customer experience (CX)? Declared data is information that has been explicitly shared by a consumer in an informed and consenting way. It...

Consumers are now more empowered than ever by choice, convenience and information. This has been referred to as the ‘Age of the Customer’ - and businesses must be able to meet the demands of the highest customer expectations in order to succeed and out-perform their competitors. How can this be achieved?...

Originally published: Fast Company, 30 March 2019 After last year’s Cambridge Analytica scandal, Facebook announced a major change to its ad targeting system. As of October, the company has permanently eliminated its “Partner Categories” feature, which had enabled advertisers targeting hyper-specific user demographics to do so by purchasing access, through Facebook, to consumer data...

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