Leaders Insights — Marketing

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  Does your company actually need a CDP, or just better discipline? 25.09.2026 4นาที

  The CDP market has ballooned past $5 billion and every vendor will tell you that unified customer data is the answer. Before you sign a three-year contract, it's worth asking whether your problem is architecture or execution.
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  Switching to cost-per-closing cuts your real estate ad budget by a third 24.09.2026 4นาที

  Most real estate marketing teams optimise for lead volume and wonder why the CFO keeps questioning the budget. This playbook shows how to switch your primary acquisition metric from cost-per-lead to cost-per-closing, and what happens to your spend allocation when you do.
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  Comscore says ChatGPT is losing ground: what AI share of voice actually means for CMOs 23.09.2026 5นาที

  Comscore data shows ChatGPT's grip on AI-driven discovery loosening as Gemini and Claude absorb a growing share of citations. For CMOs, this splintering redefines where brand visibility is won or lost, and the measurement playbook has not caught up yet.
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  AI citations are becoming the new share of voice metric 22.09.2026 4นาที

  Comscore data published this week shows ChatGPT losing ground to Gemini and Claude as the dominant source of AI-driven discovery. For CMOs, the more consequential story is what this fragmentation does to measurement: when discovery, search, and purchase collapse into a single AI interaction, traditional attribution frameworks stop working.
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  Brands expect reach, Peloton got irrelevance: how owned community became the retention engine 21.09.2026 4นาที

  When paid social algorithms shifted and Peloton's growth flywheel stalled, the company discovered that its most durable asset was not its content budget but the community infrastructure it had quietly built inside its own product. This case study examines the mechanics of that pivot and what CMOs in other categories can replicate, and where they should expect the model to break.
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  Turn your first-party data into a margin line 20.09.2026 4นาที

  Retail media networks have moved from experimental ad revenue to a structural profit driver that rivals grocery's net margin. This deep-dive explains the mechanics CMOs need to own, and the conditions under which building one destroys more value than it creates.
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  The 95-5 rule: a playbook for CMOs who want to win the brand-building argument 19.09.2026 4นาที

  Most of your potential customers are not in the market today, and performance marketing cannot reach them. This playbook shows CMOs how to operationalise the 95-5 rule and make the financial case for brand investment that survives board scrutiny.
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  Engineering drops and collaborations to manufacture demand spikes in fashion 18.09.2026 5นาที

  Drops and collaborations are not simply promotional tactics borrowed from streetwear. For fashion CMOs who understand how they actually work, they are a precision instrument for controlling supply perception, compressing the buying cycle, and generating sell-through rates that a standard seasonal launch rarely achieves.
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  Oscar Health's Lucie rebrand: what repositioning a health insurance brand actually requires 17.09.2026 5นาที

  Oscar Health has split its brand architecture into two, launching Lucie for marketplace buyers while refreshing Oscar for its core individual audience. The move offers a precise case study in how to reposition a regulated, low-trust category without erasing the equity you've already built.
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  How Marriott cut OTA dependency and defended direct booking share 16.09.2026 4นาที

  Marriott's multi-year campaign to reduce its reliance on Booking.com and Expedia reshaped how the hotel industry thinks about distribution costs and guest ownership. This case study breaks down the specific moves Marriott made, what the numbers show, and what CMOs in hospitality can take from it.
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  Marketing mix modeling and experimentation culture: how CMOs build the evidence machine 15.09.2026 4นาที

  Marketing mix modeling tells you where your budget worked. An experimentation culture tells you why, and what to do next. Together, they form the measurement infrastructure that separates CMOs who defend budgets from CMOs who grow them.
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  Winning the price-comparison war and defending policyholder retention in insurance 14.09.2026 4นาที

  Price-comparison websites have turned personal lines insurance into a commodity auction, forcing CMOs to compete on margin-destroying premiums or watch policyholders walk at renewal. This article unpacks the mechanics of retention-led marketing in insurance, where the real economic levers sit, and what it actually costs to abandon the fight.
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  Calculating customer lifetime value when purchase cycles vary by category 13.09.2026 4นาที

  A single LTV formula applied across a grocery basket, a mattress, and a seasonal clothing line will produce numbers that mislead rather than inform. This article explains how to build category-aware LTV calculations that reflect how retail actually works, and where the standard approach quietly breaks down.
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  Man City Women's rebrand: repositioning a sports brand without losing the fans who built it 13.09.2026 4นาที

  Manchester City Women is rebranding not to fix a broken identity, but to build one that matches where the players and the sport are heading. The decisions its marketing team made offer a sharp lesson in how to move a brand forward without cutting the rope behind you.
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  Churn economics and retention ROI: what the numbers actually say for postpaid CMOs 11.09.2026 5นาที

  Reducing postpaid churn by even half a percentage point can be worth more to a telecom operator than winning thousands of new subscribers, once you account for acquisition cost and margin dilution. This article breaks down the mechanics of churn economics so you can make the case for retention investment with the precision your CFO expects.
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  Measuring influencer ROI past vanity metrics: a field guide to the players who got it right 10.09.2026 5นาที

  Likes and follower counts never paid a salary. This field guide profiles the companies, creators, and milestones that have moved influencer measurement toward numbers that actually connect to revenue.
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  Calculating buyer and tenant lifetime value in residential and commercial real estate 09.09.2026 4นาที

  Lifetime value is a standard marketing metric, but applying it to real estate requires a fundamentally different model than almost any other industry. This article breaks down the mechanics for both residential and commercial contexts, with the tradeoffs CMOs need to understand before building it into strategy.
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  Media mix modeling: why Mastercard and Uber are betting on an old tool in a new era 08.09.2026 4นาที

  Media mix modeling fell out of fashion when digital attribution promised faster, cheaper answers. Now, as brand-building returns to the boardroom agenda, companies like Mastercard and Uber are discovering that MMM was right all along, just waiting for better data and computing power to prove it.
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  Modeling lifetime value across equipment, parts, and service contracts in capital manufacturing 07.09.2026 5นาที

  In capital manufacturing, a single equipment sale can be the smallest margin event in a decade-long commercial relationship. CMOs who model customer lifetime value only at the point of iron sale are systematically undervaluing accounts and misprioritizing spend.
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  Topic clusters and pillar content: the architecture behind organic authority 06.09.2026 4นาที

  Most content strategies produce pages that compete with each other for the same rankings, then wonder why traffic stalls. Topic clusters solve that by turning scattered content into a deliberate structure that signals depth of expertise to search engines and human readers alike.