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What’s wrong with my marketing campaign?

What’s wrong with my marketing campaign?

When your metrics start sinking you need to find the ‘leak’ and quickly before your campaign is scuppered. It’s unlikely that everything is going wrong with your campaign at once (unless you’re having a really bad day). It’s probably one particular element that’s...

What is content atomisation?

What is content atomisation?

When it comes to science, smaller is often better. For example, despite being indescribably tiny, atoms give huge insights into the world around us. And by making them even smaller (splitting them), we can produce the world’s most powerful source of energy. It’s the...

The pros and cons of live-testing your ads

The pros and cons of live-testing your ads

Live-testing ads is currently the industry standard. Platforms like Facebook and Google offer multiple options to make live testing as simple as possible for marketers. These tests generally take the form of A/B (or ‘split’) testing, in which two ads with a differing...

Cost Per Click – how low can it go?

Cost Per Click – how low can it go?

CPC (Cost Per Click) presents marketers with the classic ‘More for less’ conundrum in a very modern way. Every time a potential customer clicks on your digital ad, the platform (Facebook, Insta, Google etc) charges you.  However, that click could potentially lead the...

How do you know your customers feel the same way?

How do you know your customers feel the same way?

Beauty is in the eye of the beholder. So how do you know that the people beholding your ads find them beautiful? Engaging, intriguing or empowering? Engaging with audiences on an emotional level is far more effective than using pure logic. Sure, logic has its place...

What is creativity?

What is creativity?

Is creativity simply the ability to create something - anything? Does someone need to have a transcendent artistic vision to be truly ‘creative’? Is creativity related to talent, or is it something more psychological? What about all the creativity that goes into...

Walking the line between ‘personalised’ and ‘creepy’ marketing

Walking the line between ‘personalised’ and ‘creepy’ marketing

Back in 2018, the Cambridge Analytica scandal brought the unethical gathering, sale, and use of data into the spotlight. The public were horrified. They felt violated. Huge amounts of trust were lost, and marketers have been struggling ever since to regain that trust....

AI Myth Busting

AI Myth Busting

Every media outlet in the land loves a good AI story. There are loads and loads of AI myths floating around. Ranging from ‘The robots are coming for our jobs!’ to ‘The robots will usher in a Utopian society!’ and everything in between. The truth, as always, is not...

Why it’s vital to repair the link between data and creativity

Why it’s vital to repair the link between data and creativity

Why does art work the way it does? Why can a piece of music move us to tears, or a picture of a goofy puppy make us smile? You’ve probably got a few ideas. Maybe you associate that music with a particular person or event. Maybe you think puppies are cute.  Your...

How can brands measure customer sentiment?

How can brands measure customer sentiment?

On the face of it, ‘sentiment’ is one of those subjective terms which is hard to define. How can you assign metrics to feelings? Dig a little deeper, however, and you find that modern data science makes it surprisingly easy to measure customer sentiment. Analysing...

Creativity and marketing technology – a rich and colourful history

Creativity and marketing technology – a rich and colourful history

Imagine yourself in China, 2500 years ago. It’s a hot day, and you are moving through a busy marketplace.  It’s a welter of sounds and smells - the earthy scent of heaped yams, turnips, and garlic, the sound of servants gossiping and haggling, a none-too-fresh...

What is ‘creative data’? And how can you harness its power?

What is ‘creative data’? And how can you harness its power?

We’ve spoken about the importance of personalisation in marketing, and how the right kind of data can help you to build relationships with your clients. Relationship building is, as all marketers know and, the key to successful marketing. Content is the main tool that...

Are you blinded by data?

Are you blinded by data?

‘Modern marketing is all about personalisation’. You’ve probably heard this a thousand times. You’re probably sick of hearing about it. After all, the importance of personalisation is drummed into modern marketers at every opportunity. This is for good reason. The...

A/B testing is a lie. Here’s the truth

A/B testing is a lie. Here’s the truth

"In reality, A/B testing wastes huge amounts of money, time and resources in pursuit of the perfectly optimised creative" The marketing industry has a dirty little secret: A/B testing isn’t effective as we’ve been told.  In reality, the vast majority of teams...

Why it’s vital to repair the link between data and creativity

Why it’s vital to repair the link between data and creativity

Why does art work the way it does? Why can a piece of music move us to tears, or a picture of a goofy puppy make us smile? You’ve probably got a few ideas. Maybe you associate that music with a particular person or event. Maybe you think puppies are cute.  Your...

How can brands measure customer sentiment?

How can brands measure customer sentiment?

On the face of it, ‘sentiment’ is one of those subjective terms which is hard to define. How can you assign metrics to feelings? Dig a little deeper, however, and you find that modern data science makes it surprisingly easy to measure customer sentiment. Analysing...

What is ‘creative data’? And how can you harness its power?

What is ‘creative data’? And how can you harness its power?

We’ve spoken about the importance of personalisation in marketing, and how the right kind of data can help you to build relationships with your clients. Relationship building is, as all marketers know and, the key to successful marketing. Content is the main tool that...

Are you blinded by data?

Are you blinded by data?

‘Modern marketing is all about personalisation’. You’ve probably heard this a thousand times. You’re probably sick of hearing about it. After all, the importance of personalisation is drummed into modern marketers at every opportunity. This is for good reason. The...

A/B testing is a lie. Here’s the truth

A/B testing is a lie. Here’s the truth

"In reality, A/B testing wastes huge amounts of money, time and resources in pursuit of the perfectly optimised creative" The marketing industry has a dirty little secret: A/B testing isn’t effective as we’ve been told.  In reality, the vast majority of teams...

Make your marketing pandemic proof

Make your marketing pandemic proof

"We’re facing a once-in-a-lifetime emergency with no clear end in sight" When crisis hits, marketing budgets are often one of the first places financiers turn to to cut costs. This was clear in the 2008 financial crash when, as business confidence plummeted, marketing...

3 simple tips for building better Facebook Ads

3 simple tips for building better Facebook Ads

"The creative is by far the most important aspect of Facebook Ads" If you ask most Paid Social Managers what their goals are for 2020, they’ll probably say something along the lines of: “I want to build better Facebook Ads”. A whopping 62% of small businesses report...

What’s the most important part of Facebook Ads? The creative.

What’s the most important part of Facebook Ads? The creative.

When it comes to crafting the perfect Facebook Ads marketing campaign, you’re immediately faced with a huge number of variables: Are you targeting a specific, niche group – or a broader audience? What type of Facebook Ad are you going to use? What tools are you using...

Running a data-driven marketing team

Running a data-driven marketing team

“I can’t emphasise enough how many times I bet something would work in my marketing, and the results showed the exact opposite” Most marketing teams today think of data as the fuel that drives their day-to-day processes. In fact, a recent Econsultancy survey found...

Can AI optimise the creative process?

Can AI optimise the creative process?

Talk of artificial intelligence (AI) “taking over the world” is rife in business right now. Set to reach a global spend of $57.6bn in 2021, according to IDC, the technology expected to cause mass disruption to industries such as manufacturing, healthcare and...

How to grow your brand using paid social

How to grow your brand using paid social

“You have to know who exactly represents your target group” Ensuring a strong ROI on their brand’s paid social is one of the top concerns for marketing teams of all sizes. But, with many teams working with limited time and resources, when it comes to making the most...

Increase ad performance with creative data and AI

Increase ad performance with creative data and AI

"Very few organisations are actually getting real value from their marketing data" As our partner RAPP’s Tania Feeley and I told the audience at this year’s MAD//Fest: very few organisations are actually getting real value from their marketing data. So if you thought...

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