A new Invoca report on B2C marketing AI reads like a mirror for the industry - wildly optimistic, visibly overconfident, underinvested in the right places, and dangerously disconnected from what customers actually feel. The winners will not be the brands that move fastest, but the ones that close four specific gaps around budgets, data, speed and reality.

Ralph Lauren has taken over Chelsea’s Sloane Square with a six week “Holiday Experience” that feels less like a shop and more like a Christmas market curated by the brand. Between wreath workshops, Ralph’s Coffee, a Father Christmas barn and a Giving Tree that raises money for cancer care, this pop up is a live masterclass in how to turn brand heritage into something you can walk through, taste and remember.

On a small island in Guangzhou, Nike is helping runners recover with steaming bowls of Cantonese herbal soup instead of the usual sneaker drop. It is part cultural tribute, part performance recovery and a quiet masterclass in how to localise a global sports brand.

When I first dipped my toes into the vast ocean of digital marketing, I quickly realised that launching a campaign is just the beginning. The real magic happens when you start decoding the results . How do you know if your efforts are paying off? What numbers should you focus on? And how can you turn raw data into actionable insights? That’s where digital marketing campaign analysis comes in. Today, I’m going to walk you through the essentials of understanding your campaign’s