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Author: Zilke Grogan

The future of marketing: 8 trends to watch in 2018

Smart data replaces big data, TV gets hyper-targeted, and artificial intelligence comes of age. This is just a taste of what’s in store for the global marketing industry in 2018. We asked our team of marketing experts in Berlin and around the globe to give us their top industry predictions for the coming year. Here are the results. OTT and streaming take centre stage As the percentage of “cord-cutters” rises at an accelerated rate, all eyes will be on Streaming and Over The Top TV in 2018. The competition in both live streaming TV and OTT will increase as...

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Meet adtech’s most innovative companies at SCALE17

SCALE17 will feature some of the most innovative marketing minds on stage – including a hand-picked selection of fast-growing companies in adtech, analytics and more. Don’t miss the latest addition to our program, the Tech Lounge, where you can hear from the companies that are making waves in TV-digital convergence, CRM automation, AI-driven design and many more exciting topics. And get your tickets soon – SCALE17 is now less than one week away! Hyperlocal cross-device advertising – is an industry leader in cross-device tech. Hear from Carsten Frien, Co-Founder & CEO, about how multi-touch attribution and cross-device...

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WeTransfer’s Rob Alderson on creativity in a data-driven age

What’s the place of inspiration and creativity in today’s data-driven marketing world? That’s the question that WeTransfer’s VP of Content, Rob Alderson, will ask in his closing keynote at SCALE17. Below, he gives us a behind-the-scenes look at his creative work at one of Europe’s top digital businesses. Don’t miss this talk at SCALE17 on October 26. First up, can you tell us a bit about what your day-to-day job involves? I run the Content and Programming part of our Marketing team, which oversees anything that goes out into the world on our own channels. So the role is...

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Unlocking innovation with design thinking: Matter’s Corey Ford

After an early career as a television journalist, Corey Ford switched his focus to media entrepreneurship. These days, at Matter, the US-based venture capital firm he co-founded, Corey and his team are focused on seeking out and mentoring the media innovators who are transforming the industry for the better. Ahead of his keynote at SCALE17, we sat down with Corey to discuss design thinking – a core component of the accelerator program at Matter – and why failure is a crucial part of the process. Tell us a little bit about your work at Matter. How does your program work?...

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Using the app store as a branding tool: Clue’s Adeline Lee

Clue’s Director of Product Adeline Lee joins SCALE17 next month to share insights into her team’s app store optimisation approach. Below, she gives a first run-through of how Clue has used the app store as an acquisition channel – and the role that data-driven experimentation plays in the process. Tell us a little bit about what you do at Clue. I lead a full-stack product development team focusing on monetization and retention, as well as leading Clue’s app store optimisation strategy. What’s different about your app store optimisation (ASO) strategy at Clue? How have you used this as part...

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