In 2024, marketers made many bold AI predictions. Which ones came true?
My new column is live in The Drum: In 2024, marketers made many bold AI predictions. Which ones came true? Sam Scott returns to mark the homework of 2024 marketing predictions in his column, The Promotion Fix. It’s an annual tradition that holds charlatans and the...Apple’s Vision Pro $600m failure shows the importance of market orientation
(My new column is out in The Drum.) Apple’s Vision Pro $600m failure shows the importance of market orientation Apple just learned a $600m lesson in how companies can be too product-oriented and not market-oriented enough. That is how much revenue the company will...I’m starting a Britpop band to teach B2B marketers about the importance of segmentation
My new column is live in The Drum: Columnist Sam Scott offers an admittedly unusual lesson into market segmentation through the prism of Britpop. ParkLife, forget it, this is MarketingLife. We’re in the final quarter of 2023. B2B marketers are starting to review their...Digital attribution is dead! Why marketers need econometrics in 2023
My new column is live in The Drum: Digital attribution is dead! Les Binet tells us why marketers need econometrics in 2023 The Drum columnist Samuel Scott recently fell down a rabbit hole and into the world of econometrics with effectiveness expert Les Binet. Here he...
I Speak
“Someday, I’ll get to see Samuel Scott speak live. For now, the transcript and slides will do. Great material as always.”
— Blaise D’Sylva, VP Media at Dr Pepper Snapple Group