Who Should Attend?

• Digital Marketing and Social Media Specialists/Managers
• Marketing Coordinators/Managers involved in social media campaigns

Pre-Requisites

• Existing experience with social media analytics
• Will not cover basic metrics (likes, shares, etc.) or setting up a report

蹤獲扦夥厙 Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to 蹤獲扦夥厙 Journals, membership in networking communities and more.

Join & SAVE

Are you an 蹤獲扦夥厙 Professional Certified Marketer簧️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM簧️ certification.

Training Backed By Research

蹤獲扦夥厙 training is unique because of its data-backed approach. The 蹤獲扦夥厙 Competency Model Framework identifies the most impactful skills marketers need to advance their careers. It���s based on our research with more than 1,000 marketing professionals and academic leaders.

Learn More

The post Interpreting and Presenting Your Social Media Analytics appeared first on 蹤獲扦夥厙.

Are you an ? This training is worth 1 Continuing Education Units (CEUs) to maintain your PCM簧️ certification.

Meet Your Instructor

Alison Battisby

Social Media Trainer and Founder of Avocado Social

Alison Battisby is a social media expert and trainer who has worked with brands and agencies across numerous business sectors since 2008. Alison launched Avocado Social in 2014 to empower businesses to effectively manage their brand���s social media and enable them to connect with customers. Alison is an accredited Facebook trainer based in London, UK, and has worked globally with many growing enterprises and big brands.

蹤獲扦夥厙 Members Get the Best Pricing

Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to 蹤獲扦夥厙 Journals, membership in networking communities and more.

Join & SAVE

The post Social Media Strategy and Proving ROI appeared first on 蹤獲扦夥厙.

Marketing has never been better at optimization.

Campaigns can now be targeted by behavior, adjusted in real time and measured across dozens of performance indicators. Algorithms help brands decide which message appears where, when and to whom. Every impression can be counted.

But in this era of perfect optimization, something important has quietly eroded. Presence.

Most modern marketing happens on screens. These are fleeting exposures that appear, scroll by and disappear. We���ve built a system that excels at delivering impressions, but impressions alone rarely create the emotional ties that build long-term awareness and affinity.

That���s where tangible marketing still holds unique power.

Physical touchpoints, whether products, experiences or environments, place brands directly into people���s lives. They aren���t consumed and forgotten in seconds. They remain visible, useful or memorable over time: that becomes a personal signal; that makes one night last a decade.

And because of that persistence, they create something every brand covets: lasting connections.

For many marketers, the challenge isn���t understanding the value of tangible engagement. It���s remembering to design it into campaigns from the start rather than adding it later.

Why Tangible Marketing Sticks

The advantage of physical brand experiences aligns with simple human behavior. People remember what they hold, use, wear and interact with repeatedly. Tangible objects, such as your brand merchandise, occupies real space in daily routines, and that repetition strengthens positive associations over time.

Consumer research reinforces this pattern. Studies examining branded merch consistently show that these physical touchpoints generate high recall and favorability among recipients. In research conducted by Promotional Products Association International (PPAI), recall rates for branded merchandise , with favorability scores even higher.

More broadly, PPAI research shows that more than half of consumers keep promotional items for . In other words, people aren���t just keeping merch because it���s useful. They keep it because these pieces represent experiences, memories or relationships with the brands behind them.

That emotional dimension is difficult to replicate in other channels.

It also helps explain why well-designed tangible marketing often outperforms expectations when it comes to brand recall and loyalty.

When Brands Build Lasting Connections

Several brands have leaned into merch not as a novelty but as a core part of their brand ecosystem.

Take Liquid Death, the canned water company that has built an entire lifestyle identity around its merchandise. The brand���s sells everything from bomber jackets to Spotify-enabled urns. It generates revenue streams that rival its beverage sales, but more importantly the merchandise transforms customers into visible advocates. This is how everyday items like t-shirts and hats can become conversation starters.

We���ve all experienced the unexpected cultural momentum of drinkware. These are statement pieces today. They go everywhere with us. The giant Stanley Quencher tumbler alone has been the subject of , limited edition and that reinforced the physical product as a centerpiece of the brand experience.

Even legacy brands are rediscovering the power of tangible engagement. generated enormous attention in part because of the grownup-approved figurines included with the meal. The collectibles transformed a standard promotion into a physical experience that consumers wanted to own, share and display.

Each of these examples illustrates the same principle. When tangible elements are central to the strategy, they amplify attention and extend engagement far beyond the momentary. A product kept and shown off or treasured personally is a campaign extended for more impressions (and therefor a lower CPI and greater ROI).

From Instance To Impact

Of course, not every branded product or physical activation delivers that kind of impact.

The difference often comes down to design and intentionality.

捩捩插梆���s , which examined consumer reactions to promotional products, found that design is the most important factor determining whether people keep a branded item. Eighty-nine percent of respondents said design influences whether they hold onto a product. Quality materials ranked next, valued by 68% of consumers, while nearly half said a personal touch like personalization or messaging makes an item more memorable or bound to be kept.

Those findings reinforce a critical lesson for marketers. Tangible marketing works best when it is thoughtful. A poorly designed keepsake can undermine brand perception just as quickly as a great one can strengthen it. But when quality and relevance are prioritized, physical items become part of a consumer���s routine rather than a disposable artifact of a campaign.

That���s where tangible marketing moves from promotional to experiential.

The Media Mix Needs Weight

None of this suggests that digital marketing is losing its importance. On the contrary, digital channels remain unmatched in their ability to deliver reach, targeting and real-time performance data.

But digital works best when paired with something that provides campaign oomph.

Physical touchpoints like merch provide that weight. They transform abstract messaging into something consumers can interact with. They extend brand visibility beyond the moment of exposure. And they reinforce the idea that there is a real organization, with real people, behind the brand.

The most effective marketing strategies today combine both approaches.

Digital media drives discovery and scale. Merch marketing deepens connection and memory. Together they create a more balanced ecosystem that serves both short-term performance and long-term brand equity.

Designing Presence From The Start

The key for marketers is to treat tangible marketing as a strategic channel rather than an afterthought add-on.

Too often, physical elements appear late in campaign development and get added as giveaways, event swag or promotional extras. By that stage, they have limited opportunity to reinforce the central brand narrative. Marketers are so cognizant of attributing metrics that show the effectiveness of their work, and digital media offers each to obtain scorecards. It���s always among the first considerations in any campaign. But the real ROI of merch is no different if we���re clear on the intent and audience of the piece.

If we���re deliberate, we can track the recipient���s behavior, the buying actions they take, and the lasting connection that results. When tangible elements are designed into campaigns from the beginning, they play a major role. They anchor experiences, encourage sharing, spark conversation and extend brand visibility into everyday life.

In a marketing landscape increasingly dominated by digital impressions, that kind of presence matters more than ever.

Optimization may drive efficiency. But presence drives connection.

And the brands that succeed in the next era of marketing will likely be the ones that recognize both are essential.

The post Marketing���s Most Overlooked Advantage: Brand Presence appeared first on 蹤獲扦夥厙.

The next era of brand growth will not be defined by who experiments most aggressively with AI, but by who executes consistently and at scale with discipline.

Synthetic data, artificially generated data that mirrors real-world patterns, allows marketers to extend existing insights, model scenarios and explore audiences that are difficult, expensive or hard to reach through traditional methods.

Synthetic data and AI are no longer experimental tools. They are becoming foundational capabilities for faster decision-making, deeper market understanding and more resilient growth when applied with purpose.

For marketing leaders, this moment represents a strategic inflection point. The opportunity is no longer about proving that AI works. It is about building the operating models, governance and skills required to make it work at scale. It is about understanding which decisions this will help us improve.

In the case of synthetic data, for example:

繚 Where does speed matter more than absolute certainty?

繚 Which audience segments should we prioritise next?

繚 Where are we over���investing?

繚 Which growth bets can we pressure���test before committing spend?

繚 From this point on, the question is no longer ���can AI help?��� but ���where will it materially change how we decide?���

From data collection to data engineering

For decades, marketing insight operated on an additive mindset: more data meant more confidence. More surveys, bigger panels, more signals.

Today, the equation has changed. Confidence increasingly comes from speed, coverage and the ability to model uncertainty, not just from larger samples. Leading organisations are shifting from simply collecting data to actively engineering it, expanding and diversifying signal coverage, accelerating learning cycles, and filling blind spots where traditional approaches struggle.

Synthetic data���s value, however, does not come from using it everywhere. It comes from using it intentionally, in service of specific marketing decisions. Drawing on Kantar���s work, pairing synthetic data with AI enables faster learning cycles and more confident decision���making.

This shift matters because speed is a competitive advantage. Product cycles are shorter, consumer expectations change rapidly, and privacy constraints continue to tighten. Synthetic data offers a way to respond to these pressures without sacrificing responsibility and trade-offs that can be managed through data quality audits and the right governance.

Why experimentation needs to be intentional

Many organisations are experimenting with synthetic data, but only a few are turning it into a scaled, repeatable capability. Scepticism remains, alongside a lack of shared understanding around the minimum requirements needed to deliver ���trusted outcomes���- outcomes a leadership team or board would feel confident acting on.

Experimentation needs to be intentional. High performing teams begin with clear business questions, not technology use cases. They focus on decisions constrained by time, cost, access, or privacy, and apply synthetic data where it can meaningfully improve outcomes. Experimentation is used not for novelty, but to understand trade���offs and to establish a clear playbook for people, processes and principles.

These organisations also recognize that innovation moves at different speeds. Rapid experimentation is essential for learning. Scaling, however, requires a slower rhythm, one focused on validation, reliability, and integration into everyday workflows. Without this balance, AI initiatives risk becoming isolated pilots that never translate into sustained impact.

For marketing leaders, execution means shifting from ���What can this technology do?��� to ���Which decisions will this help us make better?��� and with less risk?

Looking at the patterns: making synthetic data work for marketing

The most useful question isn���t ���how precise is it?��� but rather ���what patterns will it allow me to understand?��� Synthetic data mirrors real world patterns: it is not human data. That distinction matters. When approached with the right mindset, it can illuminate areas where traditional data has been thin, slow or silent.

When applied thoughtfully, Kantar���s synthetic data can strengthen some of marketing���s most critical capabilities:

繚 Understanding niche or emerging audiences where traditional samples fall short

繚 Simulating market scenarios to pressure-test strategies before launch

繚 Accelerating insight generation without compromising privacy standards

繚 Reducing complexity in research and analytics operations, particularly B2B

A recent client used synthetic data to explore sustainability rejectors for the first time. The insight showed brand positioning was already strong; the real constraint was frequency, not persuasion. This reframed the decision from ���How do we convince them?��� to ���How do we get existing believers to buy more often?���, immediately redirecting activation priorities.

Governance, trust, explainability and responsible AI

As AI capabilities expand, so do the risks. Synthetic data and AI can introduce bias, create false confidence, or be misused if not properly governed.

Marketing leaders must treat governance as a foundation, not an afterthought. This includes transparency about how data is generated, validation against real world benchmarks, and ongoing monitoring to ensure outputs remain reliable and ethical.

Trust, both internally and externally, will increasingly differentiate brands. Teams that can clearly explain not only what AI recommends, but why, will be better positioned to embed these tools into decision making and earn confidence across the organisation.

Responsible AI is not just a technical concern. It is a leadership responsibility.

A Practical path to scale

At Kantar, synthetic data boosting was made available for brand health tracking programmes from January 2026, based on our learnings we know that organisations that successfully scale synthetic data tend to follow a disciplined progression:

1. Start small: testing synthetic approaches alongside traditional methods on a single decision

2. Standardise: building repeatable validation and quality checks

3. Scale responsibly: integrating proven models into workflows so teams can act faster and more consistently

This journey is as much about people as platforms. Skills, understanding and trust must evolve alongside infrastructure. Without that alignment, even the most advanced systems will struggle to deliver value.

Redefining Growth in the AI era

Synthetic data forces clarity about which decisions matter, which patterns matter, and when speed matters more than certainty.

In the AI era, growth will favour brands that make better decisions aligning technology with strategy, not chasing capability for its own sake.

More signals shouldn���t create more noise. The advantage comes from turning signals into decision intelligence, and decision intelligence into strategic action.

Execution is what turns promise into impact.

To explore the opportunity synthetic data creates for marketers, you can .

The post Synthetic Data: From ���What can this technology do?��� to ���Which decisions will this help us make better?��� appeared first on 蹤獲扦夥厙.

Digital marketing strategies can shift overnight. New platforms, evolving customer behaviors, and rapid advances in AI continue to reshape how organizations connect with their audiences. For marketers, staying effective increasingly requires current, applied skills that connect strategy, analytics and execution.

The Digital Marketing Accelerator is a new intensive weekend program created for marketers who want to stay current in this constantly changing environment ��� without stepping away from their day-to-day responsibilities.

On the program page, an on-demand information session features Mark Krolick, Academic Director and Adjunct Professor of Executive Education, who introduces the program���s structure, audience, and learning focus. The session offers a practical overview of what participants will explore during the two-day, in-person experience.

The program integrates marketing, analytics and finance to strengthen digital decision-making. Participants examine how to translate business goals into actionable digital strategies, apply AI to enhance content and engagement, and evaluate performance using bidding methods and ROI frameworks. Sessions emphasize practical application, supported by interactive discussions and real-world examples.

A distinguishing feature of the program is its emphasis on cross-functional communication. Participants explore how to discuss digital priorities with finance leaders, senior executives and boards ��� an increasingly critical capability as digital investment continues to grow.

The weekend also includes a CFO panel discussion focused on how financial leaders evaluate digital marketing investments, offering perspective on measurement, accountability and decision-making at the enterprise level.

The Digital Marketing Accelerator is well-suited for practicing digital marketers, brand marketers transitioning into digital roles, and mid-to-senior-level professionals seeking a structured, current approach to digital strategy and measurement.

���Digital marketing today requires marketers to think strategically, analytically, and cross-functionally���all at once.���
��� Mark Krolick, Academic Director

The post Digital Marketing Accelerator: Today���s essential strategies appeared first on 蹤獲扦夥厙.

What Is Strategic Marketing?

Strategic marketing is a focused approach that aligns every marketing move with big-picture business goals, aiming to build a lasting competitive edge. 

Unlike traditional marketing, which chases short-term wins���like holiday sales or one-off promotions���strategic marketing is about creating sustainable growth and loyalty. Think of it this way: while a brand might run seasonal ads to boost immediate sales, a strategic marketer goes deeper.

Why Strategic Marketing Matters

Strategic marketing is more than a set of tactics���it���s the foundation that drives meaningful growth and resilience. Here���s why embracing a strategic approach is essential for building a brand that lasts:

1. It aligns every action with your vision and mission: Strategic marketing ensures that all efforts support your brand���s core purpose, creating a consistent experience that builds trust and reinforces your identity.
2. It gives you a competitive edge: A strong strategy differentiates you from competitors, carving out a unique position in the market and establishing your brand as a trusted leader.
3. It keeps you flexible and ready to adapt: Strategic marketing primes you to respond to shifting trends and evolving customer needs, allowing your brand to stay relevant and resilient.
4. It builds deep customer loyalty: Strategic marketing fosters loyalty by creating value-driven experiences that turn customers into advocates, helping to grow your brand organically.

7 Steps In The Strategic Marketing Process

You need a solid foundation to build a strategic marketing plan that drives sustainable growth. Each step in the process is essential for aligning your marketing efforts with your business goals, understanding your market, and creating a roadmap that delivers lasting value.

Here are the seven essential steps to building an effective strategic marketing plan:

1. Market research and situation analysis

A data-driven strategy starts with robust market research and situation analysis. This step involves understanding your customer���s needs, mapping your competitive landscape, and identifying trends that could impact your positioning. 

Through surveys, focus groups, competitor analysis, and customer feedback, you gather insights that ground your strategy in reality rather than assumptions.

For example, say you���re launching a plant-based snack. Market analysis might show younger consumers want sustainable options with bold flavors. That insight lets you tailor messaging to highlight taste and eco-friendliness, meeting actual demand.

2. Mission statement, goals, and objectives

Your mission statement is your brand���s guiding principle. It should clearly express what you stand for and how you aim to impact the market. 

Goals and objectives bring this vision to life, giving your team a set of specific, measurable targets to work toward. This clarity ensures that each action is purpose-driven and supports broader business outcomes.

For example, consider a fitness brand with a mission to ���empower healthier lifestyles.��� Instead of setting vague goals, they might aim to double their market share within five years. Supporting objectives could include opening new regional stores, increasing app downloads, or improving customer retention by 20% annually. These measurable targets create a clear path forward, helping the team focus on results that move the needle.

3. Target audience segmentation

Audience segmentation allows you to communicate effectively by targeting specific customer groups with tailored messages. 

By analyzing demographics, buying behaviors, lifestyle choices, or values, you can create segments that help you deliver the right message to the right people, maximizing impact and relevance.

For example, a beauty brand could target older customers with anti-aging products, while eco-friendly packaging attracts younger, sustainability-focused consumers. This tailored messaging can help maximize your impact.

4. Value proposition and brand positioning

Your value proposition is your brand���s promise���why customers should choose you over the competition. 

Positioning, however, is how you communicate this value in a way that resonates. Together, these elements clarify your brand���s unique benefits and create a distinct place in the customer���s mind.

For example, if you���re a tech company offering ���secure, reliable cloud storage,��� your value proposition is security and dependability. 

Your positioning might highlight that you���re the safest choice for businesses prioritizing data protection. You could reinforce this message with customer testimonials, case studies, and security certifications. This would help build trust, especially with customers who prioritize data protection.

5. Marketing mix (4 Ps)

The marketing mix���product, price, place, and promotion���frames how you deliver value to customers. Each element must support your overall strategy and brand positioning, creating a cohesive experience that meets customer expectations and sets you apart.

For example, a premium coffee brand may use the 4 Ps to reinforce its positioning as a high-quality, artisanal product. The product is meticulously sourced, highlighting origin and quality; the price is slightly higher to signal premium value; the place is carefully chosen���upscale grocery stores or coffee boutiques; and promotion emphasizes the craft and story behind the coffee beans. This blend ensures customers perceive the brand as high-end, aligning with their expectations.

6. Implementation of marketing strategy

A strategy only succeeds if it���s implemented effectively. Implementation involves translating plans into action with organized resources, clear timelines, and defined team roles. Every team member should understand their responsibilities, timelines, and KPIs to execute the plan efficiently and maintain accountability.

For example, for a product launch, responsibilities might be split across departments ��� marketing oversees pre-launch promotions, sales manages retail partnerships, and customer service prepares for inquiries.

With clear deadlines and metrics in place (such as reaching 1,000 pre-orders by launch day), each team knows exactly what���s expected. This structure keeps the project on track, ensuring smooth execution and achieving key milestones.

7. Monitoring and evaluation

Strategic marketing is an ongoing process, and regular monitoring is essential for refining and optimizing your approach. Use key performance indicators (KPIs) to track results and analyze data to understand what���s working���and what isn���t. 

Evaluating outcomes helps you adapt your strategy over time, keeping it aligned with your goals and responsive to market changes.

For example, a retailer launching a new loyalty program might track metrics like sign-up rates, customer engagement, and retention. If engagement is low, they can analyze customer feedback to tweak program benefits or improve communications.

Continuous monitoring allows the brand to pivot and make adjustments that increase the program���s effectiveness, keeping customers engaged and driving long-term value. Focusing on these foundational steps can help you develop a strategy that drives growth and creates a lasting connection with your audience.

Moving Forward with Strategic Marketing

Now���s the time to shift from quick wins to a strategy that drives lasting growth. Focus on aligning every campaign with your brand���s mission, clarifying your positioning, and building customer loyalty. Make strategy the backbone of your marketing���and watch the results compound.

Need support? Join the 蹤獲扦夥厙 to access the tools, insights, and expert training you need to power up your strategic approach.

The post What is Strategic Marketing? Definition, Importance, and Key Components appeared first on 蹤獲扦夥厙.

Easily Analyze, Visualize and Share Insights

Do you have survey datasets with open-ended responses you wish you could analyze in minutes instead of hours or days?  Most researchers do, whether from NPS, Customer or Employee Satisfaction, Customer Experience/VoC studies, or myriad other sources. While valuable information comes from analysis of structured, closed-ended data, analyzing the unstructured open-ended data is often where the most powerful insights are found. However, researchers frequently don���t have the time, money, or right solution to analyze the open-ended responses at all, losing the opportunity to uncover valuable insights to improve business results.

Reveal insights from surveys in minutes, not hours, to inform business decisions

Ascribe has introduced the 5^th version of its text analytics software, , which quickly analyzes open-ended responses, creates customizable dashboards, and easily exports results. Using topic analysis and sentiment analysis, powered by the most advanced Natural Language Processing and AI, CX Inspector helps uncover key topics, sentiment, and insights, helping business leaders make informed decisions.

Large datasets? No problem

Coding large datasets manually or even with a coding software program can be prohibitively expensive and time-consuming. CX Inspector has the ability to process thousands, even hundreds of thousands, of open-ended responses quickly.

Customizable dashboards

CX Inspector���s interactive and customizable dashboards help explore the data and visualize the results. Create a dashboard with preferred visuals, then fully explore the data by clicking to filter by a variable, such as a region, NPS score, or by sentiment. Create cross-tabs or click to find the responses on a given topic. Easily change visuals and even save dashboards for future use. 

Import and export results easily

Easily import data, with the option to automate the data in-flow for recurring studies. Export the results and dashboards to the platforms of your choice quickly to share with other key stakeholders.

Outstanding training and support

Ascribe���s experienced training and support teams help new users get up to speed on the software and ensure the results meet business needs.

Ascribe has helped researchers around the globe process open-ended comments for over 20 years. where you can watch a video and request a free demo using your own data.

The post Interactive Text Analytics Uncovers Insights Quickly appeared first on 蹤獲扦夥厙.