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Our thinking

At TRACK we enjoy sharing our views and thoughts about the challenges and opportunities facing our industry. We aim to provide a mix of fresh perspectives and actionable advice on how to grow customer value. And we can help bring you up to speed with new developments, trends and issues that matter.

All of our articles can be downloaded as PDFs. 

11 November 2021

Why Wait For Perfect?

TRACK’s Leighton Gosnell and Sergei Stepanenko show how by taking ownership of good-enough data and just getting on with it, McDonald’s were able to realise their vision and translate data and technology into growth.

19 October 2021

Focus on the journey, not the map

Jodie Armstrong-Downes, Planning Partner at TRACK argues that the value of journey mapping to your business lies not in the maps themselves, but in the journeys that you take to create them.

05 October 2021

Apple iOS 15: The end of free-for-all data tracking isn’t the end of your business.

If you are worrying about what Apple’s recent iOS 15 software will update means for you, take a deep breath. As the floodgates of access to covert customer data begin to close, other doors remain wide open.

07 September 2021

Your customer experience needs a memory

TRACK’s Andy Bell argues that too often marketers underestimate the power of data to enable organisational memory in interactions with customers. Used wisely it can be the key to creating connections that are more relevant, helpful and personal.

26 August 2021

Pivoting To First-Party Data

TRACK's Matt Jarman says that collecting data is the easy part. But, if marketers don’t know what data is being collected, how can communication be truly personalised?