Scott Logie

Zero party data: should you believe the hype?

I came across a new phenomenon the other day: zero party data. If this is new to you, let me explain. First party data is well understood of course: it’s the data that organisations gather about us during our ongoing interactions with them....

Why social influencers and data marketing might have more in common than you think

Emily in Paris is basically Sex and the City for the 2020s. An unbelievably annoying American struggles (does she, really?) to fit in to her new life in Paris while navigating love and life. She doesn’t have the friends that Carrie had but...

Why responsible marketing makes commercial sense for charities

The charity sector is often reluctant to talk about commerciality, but that doesn’t mean it’s not important. Ultimately, a charity needs to encourage people to donate, which means finding the right audience, communicating clearly to them what the charity does or what the cause...

Football season is back: off-pitch tips for clubs

It feels like it is only days after the Euros finished and the new football season is back. Never mind that in between we had Wimbledon and the Olympics: what a feast of sport for those of us who love it. To...

Why marketing needs a third summer of love

The original Summer of Love took place in 1967, when hundreds of thousands of people embraced free love, community-based ideals, mind-expanding drugs and what we would now call prog rock. The epicentre was San Francisco's neighbourhood of Haight-Ashbury but its impact was felt...

Riding the pandemic subscription wave

Subscription services and products were already popular with consumers, even before the massive surge that we’ve seen over the last twelve months. From food boxes and trendy beers, video and music streaming, to regular supplies of toiletries and flowers, there has been a huge...

Has COVID forced brands to take data cleaning seriously?

There have been a lot of unexpected consequences to the ongoing COVID pandemic. For example, people seem to be more considerate of others, taking time to let them through doors, moving aside to let them pass and such like. I feel that phones are...

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