Author Archives: Kuhan Puvanesasingham

Digital Marketing 2020: 3 strategies to thrive in a world of data inequality

But when it comes to consumer data, we’re expecting that only a few major players will continue to dominate. This asymmetric advantage will quickly accelerate with customer interaction counts, as suggested by complex system modeling, expanding the winners’ advantages even further. We’ve dubbed this widening gap “data inequality”—and you can read all about it over […]

How Econometrics Helps Us See the Bigger Picture

Econometrics is an applied science that extracts quantifiable relationships (called estimators) in observable economic data. Simple enough, right? The problem is that we’ll never be able to nail these relationships down exactly, so the game is to use available data to uncover reliable estimators to be used in models that explain what we see and […]

2018: The Year Excel (and PowerPoint) Reporting Goes to Bed

In marketing agencies, there are two kinds of numbers people: those who make reports, and those who ask for them. Regardless of which group you belong to, 2018 will be a year where you should start feeling the impact of cloud-based business intelligence (BI) tools like Tableau, Power BI, Qlik Sense and the now-free Google Data Studio. I say “should” because your organisation may not yet be willing to take the BI plunge next year. I get it — coming […]

More Errors Announced on Facebook Reporting: What it Means for Brands

In its third admission since September, Facebook announced it has realised more errors in the way it measures engagement with video ads and links to external sites. 2016 has not been a banner year for accuracy at the internet’s second-biggest advertising player – so what does this mean for brands? More and more, agencies and […]

Marketing Technology 2017: What You Need to Know

In 2017, marketers (yes, even you!) will become acquainted with the term “martech stack”.  The term sums up marketing’s trajectory into the near future: the convergence of technology and modern marketing and the increasingly common practice of stitching together various specialised software platforms in order to optimise marketing efforts. Martech’s popularity is growing at a […]

The Professional Outlook for Digital Marketers in the Face of Automation

Like many of you, I jumped ship from a career in another industry into the “cutting-edge” world of digital marketing. Migrating to an industry in high demand and experiencing unprecedented growth seemed like a very smart and sensible choice. But, following a year of working with various software applications, I grew suspicious of automation’s role […]