Exploring the MarTech & CX Landscape
The consumer’s voice has never been more accessible, and technological advancements, particularly in Artificial Intelligence (AI), are accelerating data analysis. Despite these capabilities, many organizations remain hampered by fragmented, reactive approaches to consumer insights. This fragmentation creates significant gaps between understanding consumer needs and executing decisive business actions.
What puts an ad on the top of the “nice list” this Christmas season? New analysis from Zappi, the leading consumer insights platform, shows that the most successful campaigns aren’t the flashiest — they’re the ones that made people feel.
Achieving both short-term sales uplift as well as long-term brand equity requires a strategic, data-informed approach, as highlighted by Zappi’s research into Christmas advertising trends, “Lessons in Advertising: Christmas 2025.” This analysis, encompassing top ads from both the UK and US markets, provides actionable insights for senior marketing and Customer Experience (CX) leaders aiming to maximize their holiday campaign impact.
With the Brand Health Tracker, Zappi connects advertising, innovation and brand data in one platform—giving marketers a continuous pulse on what drives growth
This article was written by Greg Kihlström for CMSWire. Connected insights turn consumer understanding into faster cycle times, stronger ROI and lasting customer loyalty.
Survey finds companies with connected insights report 24-point higher satisfaction — yet half of organizations report their data and insights are fragmented
Fast food is evolving from a cheap convenience into something more indulgent. According to a new survey from consumer insights platform Zappi, nearly one in four U.S. consumers (23%) describe fast food as a “treat” or “reward,” while another 20% see it as a “guilty pleasure.” Just over one in 10 (14%) say that quick-service restaurants (QSRs) are a budget-friendly option.
In anticipation of Cannes Lions, where the creative industry’s best work takes center stage, Zappi, the leading consumer insights platform, released its third annual State of Creative Effectiveness report with insights from VaynerMedia, a global integrated creative and media agency. The State of Creative Effectiveness is an extensive evaluation of the advertising industry based on real consumer feedback.
Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment?
Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025.
