IPA Bellwether: Small rise in marketers’ optimism on vaccine hope

Marketers have enjoyed a confidence boost with a net balance of 18.1% more confident about the financial prospects of their company than three months ago, according to the latest IPA Bellwether report.

Customer Lifetime Value tops ecommerce priorities for 2021

Customer Lifetime Value (CLV) has been identified as the top success metric for 2021, ahead of Conversion Rate Optimisation (CRO) and Customer Acquisition Cost (CAC), as digital businesses recognise the value of building long-term customer loyalty over ‘quick-win’ one-off conversions, according to a global survey of 100 senior ecommerce managers.