Analytics And Metrics

07 June 2025 by Ellie Nicolaou

A View From Gen Z : TouchPoints Launch 2025

As an apprentice at True, I’ve loved every moment learning about the advertising industry. I’m thrilled to have been asked by the IPA to report on my experiences as a Gen Z so far, and when attending different industry events. This month, I was invited to their annual TouchPoints launch—where they unveiled their database of UK media, used by agencies and owners to gain unique insights into consumer behaviour.

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15 May 2025 by Richard Parsons

Navigating the Shifting Sands of the DMU

For years, B2B marketers have obsessed over understanding the Decision-Making Unit (DMU). We’ve mapped funnels, charted journeys, and built personas in the hope of cracking the code. But what if the DMU you’re targeting today is unrecognisable tomorrow?

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30 April 2025 by Ellie Nicolaou

How to Drive Real Business Growth from Marketing

The goal for businesses is clear: Win market share. In today’s fiercely competitive B2B landscape, brands that aggressively pursue market share growth are best positioned for long-term success. However, achieving this requires a deep understanding of how B2B buyers make decisions and a strategic approach to marketing investment. 

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28 February 2025 by Anna Stone

Industry Goals For 2025: Did we mention effectiveness ?

The Drum’s recent Predictions event covered everything from antihyperstimulisation and middlenials to aura beauty and whether AI is democratising data. There were some cautionary tales and worrying stats – but overall the future feels exciting.

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