How MandM Direct is using data to improve customer retention
Russell is the award-winning editor-in-chief of the UK's most prominent marketing title, Marketing Week, leading its multimedia development and team of journalists. A trusted authority on marketing issues, he regularly hosts and appears on panels at industry events. He is also a regular contributor to national television and radio shows on marketing issues. Prior to this he was Marketing Week's news editor.
In 2020 he also took on an expanded role with responsibility for the editorial programme of the Festival Marketing, the largest global event dedicated to brand marketers, where they can learn, celebrate and shape the future.
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Russell Parsons
Editor-in-chief, Marketing Week and the Festival of Marketing
HOST
GUESTS
Nicola Fry
Principal industry manager, Google
Tom Goode
Customer and ecommerce director, MandM Direct
Having spent 10 years at Google, working hand-in-hand with retail clients, Nicky has partnered with luxury heritage brands, established high street retailers and emerging fast-fashion pureplays. Nicky also supports clients as they navigate the latest consumer trends and changes in technology to transform their digital strategies.
Tom has worked at MandM Direct for eight years and is responsible for acquiring new customers, retaining existing ones, and maximising customer lifetime value. At MandM, this is done through the smart use of customer data, to better understand what customers are interested in and make predictions about their behaviour in the future. Tom is passionate about listening to customers and driving a test-and-learn culture at MandM Direct to help decision making.
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Season 2 - Episode 6
A podcast series created by Marketing Week and Econsultancy, sponsored by Google, exploring how brands are transforming their approach to digital marketing - including customer service, ecommerce, Search and more
The ecommerce leads at MandM Direct, “one of the biggest brands many have never heard of”, explain how it went from being marketing-oriented to customer-focused, and how it uses first-party data to improve communications, personalise the experience, and drive repeat spending in the competitive fashion sector.
How MandM Direct is using data to improve customer retention
S02-E06
more episodes
For further inspiration, go to g.co/think/searchsmarter
Phil has over 15 years experience in ecommerce, with much of it spent working within fashion retail. This is his second stint at MandM Direct, having returned in 2016. He has a strong background in all areas of paid search but is also highly experienced in social media advertising and partnership marketing.
Phil Twigg
Head of acquisition, MandM Direct
GUESTS
Russell is the award-winning editor-in-chief of the UK's most prominent marketing title, Marketing Week, leading its multimedia development and team of journalists. A trusted authority on marketing issues, he regularly hosts and appears on panels at industry events. He is also a regular contributor to national television and radio shows on marketing issues. Prior to this he was Marketing Week's news editor.
In 2020 he also took on an expanded role with responsibility for the editorial programme of the Festival Marketing, the largest global event dedicated to brand marketers, where they can learn, celebrate and shape the future.
Russell Parsons
Editor-in-chief, Marketing Week and the Festival of Marketing
HOST
A podcast series created by Marketing Week and Econsultancy, sponsored by Google,
exploring how brands are transforming their approach to digital marketing - including customer service, ecommerce, Search and more