Event presentations & recordings
THe 20th Meetup
Attention please! Not seen=no effect.
Prove your value as CMO with Attention as one of the key metrics!
Consumers are exposed to 4,000 messages a day and spend 3 hours 32 minutes online* …
How do we know what’s had an impact?
Our three experts from Odyssey, dentsu and Spendrups shared their best advise how to use Attention to improve your media planning to make sure you get true value for money.
Thank you Carl-Johan Runer from Odyssey, Jacob von Segebaden from dentsu and Björn Ivarsson, Media Manger at Spendrups Bryggeri AB for sharing your knowledge with our members.
Short summary
Not seen, no effect. Effect is dependent on attention.
It’s all about how much human attention you get for your money.
Choose digital platforms and placements based on the size of the task, i.e what you want to achieve. And adapt your message accordingly.
The Attention you get is set by the platform/ publisher (not by the creative).
Via Attention tools - get competitors’ attention-performance on: Channels, Publishers, Format, Frequency and Reach which will enable you to take inspiration on what competitors do that contributes with the most attention.
Objective with Attention:
Minimize waste and increase effectiveness of media plans and move from planning towards technical reach or viewability to attentive reach.
For the full story - please see the presentations and recording.
"To know what people really think, pay attention to what they do, rather than what they say" - René Descartes
Media is dominant but transfers the task of delivering the brand message to the creative along the way.
Martech 2022 release - september 2022/18th meetup
The fifth Martech report is now released!
With this report we wish to guide you on what to develop further within the different perspectives: people, process, technology & data.
See inspiration from Max Burgers, Stadium, Swedbank and ATG.
New Format! You can now see both the presentation and have the option to dig deep to see the specific high and low raters within different questions in the survey.
4 Key take aways from the report!
1. Is the Martech hype over?
2. High raters have invested in all four Martech dimensions
3. Low raters are lacking both competence and time
4. Sweden is falling behind - time to speed up the implementation
17th meetup May 18th, 2022
The future of E-commerce with Google & JamesEdition
Key takeaways from Patrick Kool at Google:
Review your measurement plan and data strategy
Prioritize the migration to GA4
Consider partnering with a technology partner to jumpstart the migration
Top 5 recommendations from Karl Norling at JamesEdition - the world’s largest luxury marketplace.
Automate everything
Creative is your #1 lever
See your customers as subscribers
Marketing is a process, don’t look for perfection
Give the complex solution a chance
THe 16th meetup February 23rd 2022
Building Sustainable Brands
On our 16th CMO goes Tech event on the topic of Building Sustainable Brands, we talked about how to win new business by building sustainable and purpose-driven brands. Seen as a commodity by many but at the same time hard to archive.
Kaj Török, Chief Sustainability Officer at MAX Burgers talked about how MAX invested in becoming climate-positive, changed its business model to help save the world – and how a brand could appeal to a growing, socially conscious audience. They even changed their name as part of this journey.
Maria Wetterstrand, CEO at Miltton Europe, former leader of the Swedish Green Party Miljöpartiet, and member of parliament covered upcoming EU directives and laws against greenwashing.
Mathias Wikström, CEO, and co-founder of Doconomy, talked about Impact Applied™ as a service and provided us with some very interesting numbers.
The 15th meetup - December 9th 2021
Phygital experiences
On our 15th CMO goes Tech event; “Phygital Experiences”, we talked about the future of great customer experience (Physical + Digital) together with Nils Rydén from Polestar and Mattias Schedvin from Workshop! The event was held at a truly inspiring venue; Next Gen Retail Hub. Thank you for having us!
While most customers expect companies to accelerate digital initiatives there are certainly more opportunities than ever before for customers to connect to businesses in a whole new way. And sometimes the new is the old; in-store interactions!
The 14th meetup - September 24th 2021
Martech Report 2021
We have released this year's MarTech Report - the fourth in a row - where marketing executives have been given their views on challenges, priorities, lessons learned and how investments have developed their business.
During the survey, our respondents requested examples and in-depth information on how companies work with Martech in practice.
Mathem, Kjell & Company, TUI and Joolz will therefore share their best Martech tips!