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...AI or BS? How to tell if a marketing tool really uses artificial intelligence
My new column is live in The Drum: AI or BS? How to tell if a marketing tool really uses artificial intelligence Amid the giddy excitement about artificial intelligence, chronicled in our latest deep dive, columnist Sam Scott cautions us to look twice at some of the...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...It’s time to fact check the big pandemic trends predictions
My new column is live in The Drum: It’s time to fact check the big pandemic trends predictions The Drum columnist Samuel Scott’s been keeping tabs on dozens of trends predictions made by business and marketing bigwigs during the pandemic. To mark the new year,...20 years after the birth of sports streaming, here’s what marketers need to know today
My new column is live in The Drum: 20 years after the birth of sports streaming, here’s what marketers need to know today As the World Cup reaches its climax, and 20 years on from the birth of sports streaming, Samuel Scott talks to Nielsen to discover the...
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