There are many instances where big data, and consequently, message personalisation, regardless of how accurate these may be, simply don’t work.
What’s really unfortunate is that most marketers have chosen to put aside an entire scientific field that can guide them as to when to personalise, and when not to, because they are much too fascinated and distracted by the lure of data maps, personalisation, engagement, and interactivity.
Ahmad Abu Zannad, our Regional Strategy Director, explores the often neglected field of using psychology for uncovering insights.More Info
Jean Baptiste Colbert, the Finance Minister for France during the reign of King Louis XIV, has gone down in history as a hardworking, fiercely loyal and devoted subject to the Sun King, but has left a terrible legacy. Ironically, well-intentioned as Colbert may have been, he has created a system and a reflex that continues to plague organisations during economic downturns.Read more
An Arc Leo Burnett think piece on how research data coupled with a deep understanding of human behavior can help inform the way Brands need to talk to people, engage with shoppers, and influence their purchase decision along their path to purchase.Watch