Marketing isn’t about guaranteeing results, it’s about doing more of what works and less of what doesn’t.

I’ve written many blogs detailing the importance of doing research. But I often get asked: how do you turn all that research into actions?

The biggest failing that many businesses make is that they just dive in and try stuff without any sort of strategy.

I have been told regularly throughout my career that it’s impossible to track marketing. There’s no way to know if an advert is successful.

Data is hugely important to any business, but if you don’t look after it correctly then it can cause all sorts of issues.