Snapchat driving spend growth at higher efficiency

Nutrimuscle is a fast-growing sports supplement brand that started using Fospha in June 2023. Their goal was to grow by increasing conversions and effectively allocating spend, but like many businesses, one of the primary challenges they faced was the inability to track key metrics (i.e. Cost of Acquiring Customers) and lack of transparency into campaign performance.

Nutrimuscle wanted to understand where to allocate spend, and which channels would be most effective for increasing reach and conversions. Last click and ad platform measurement wasn’t enough- this is where they turned to Fospha.

Brand-building, brand messaging, and brand-resilience

When defining brand messaging and personality, it’s crucial to establish what your brand is and, more importantly, what it isn’t. Ruchika Kalra, brand director at Lastminute, highlighted GymShark’s clear message: “We do gym.” This simple statement conveys the company’s focus and helps potential customers understand when the brand’s offering can be valuable to them.

Once the brand voice and proposition are defined, consistent messaging across all touchpoints and channels is key to customer recognition. Be self-aware when communicating with customers and consider their perspective on the brand after encountering your messages. Social listening is a crucial skill for marketers to develop in this regard.

Consistency in messaging doesn’t mean uniform communication across all customer segments. It’s important to “speak your customer’s language” and tailor messages while maintaining the same brand tone.

With the emergence of AI-powered tools, it’s crucial to understand their impact on brand expression. Don’t simply change your website’s strapline when introducing a new AI-fueled tool.

Izabela Misiorny, CMO at Siteimprove, points out that marketers should consider whether altering your brand expression aligns with your overall vision for brand-building. Ask yourself: Is it just a pointless novelty? What value can the “AI-powered…” expression bring to the brand?

Taylor Swift’s approach to building brand evangelists is another powerful strategy to consider. No marketing campaign speaks louder than personal recommendations. Creating a community of advocates can help your brand reach a wider target audience. For B2B marketers, this means finding allies and forming partnerships with brands that share a similar vision for making an impact.

Misiorny also emphasized community building, self-awareness, and empathy in marketing as key components of brand resilience. In the face of economic downturns, industry disruptions like AI, and pressure to follow trends, a resilient brand will survive and thrive in this fast-changing world. Marketers should also cultivate a discerning attitude, periodically sense-checking their direction while maintaining a consistent brand proposition.

Customer loyalty and customer-centric experience

Customer-centric branding and communication across all channels are essential in today’s market. With the cost of acquiring customers through advertising increasing by 222% in recent years, customer loyalty has become not just a marketing goal but part of a comprehensive business strategy. Marketers should leverage existing customer relationships for growth.

Jim Rudall, GM of EMEA at MailChimp, emphasizes that the key to success is creating a positive and memorable customer experience by integrating scientific insights and personalization to enhance engagement and loyalty. To achieve this, businesses need to understand the deeper psychological factors influencing customer behaviors.

Rudall mentions the Fogg Behaviour Model: Behavior = Motivation * Ability * Prompts. Understanding why customers support your brand, their readiness to do so, and when to engage them on this journey can help you better comprehend their motivations.

Rather than focusing solely on rational factors like price and quality in loyalty strategies, consider the cognitive factors that influence how people perceive value. Rudall introduces a loyalty wheel comprising four neurobiological principles: rewards, memory, emotion, and social interaction. These pillars help marketers understand the scientific underpinnings of loyal actions. Remember, repeat purchases alone don’t define loyalty.

Content marketing and content reach

There’s an ongoing debate about the importance of being entertaining versus educational in content creation. While brands can create significant momentum through clever use of trends and entertaining content, it’s crucial to align your approach with your brand proposition.

When creating content, it’s important to tailor it to each platform. Resources may be limited, but content that performs well on one platform doesn’t necessarily translate to others. For example, polished product videos might be more appropriate for Instagram, while behind-the-scenes content could be better suited for TikTok.

Jenna Rak, Senior Director of Audience Development, Social Media and Analytics at Vogue, shared an example of discovering unexpected engagement on Reddit around their political covers. This highlights the importance of exploring where discussions about your brand are already taking place on less considered platforms.

Audience feedback is crucial to the content creation process. Strategies for incorporating feedback include using social listening tools, reviewing comments on platforms like TikTok (where 92% of consumers are actively engaged in the comments section), and considering call center data to identify customer pain points.

Robb Miller, VP of Sales at Issuu, points out that as we enter the visual economy, dynamic digital solutions are becoming necessary for content marketing. Having versatile tools that enable easy content transformation and distribution across multiple platforms can significantly speed up marketers’ content distribution tasks.

Marketing efforts measurement and cookie-less world

The impending deprecation of third-party cookies is driven by legislative changes, company preferences, and consumer sentiment against tracking. Businesses heavily reliant on cookies should prepare for changes, such as Google Chrome’s phase-out of cookies, and adopt new technologies offering cookie-less solutions.

Contextual first-party data is becoming more prominent as cookies are phased out. First-party data provides clearer indicators of user actions and can be used to target advertising more effectively. Miranda Glover, CMO at UNRIVLD, suggests that when marketers put performance metrics into context, they unlock the power of data.

Paul Wright, Head of Advertising International at Uber, shares that marketers should focus on standing out and getting engagement from consumers in an ad-saturated world. For instance, Uber is shifting away from search-based KPIs to focus more on attention-based evaluation of ad performance.

Data is crucial for understanding customer behavior and optimizing the customer experience. Effective data management leads to better personalization and, consequently, more successful marketing efforts. However, as Rak points out, data should inform rather than drive creative decisions, reinforcing the need for a balance between analytics and creative intuition.

There’s an ongoing tension between creativity and measurable performance in marketing. While it’s necessary to justify marketing expenditure with performance metrics, it’s also important not to stifle creativity, which is fundamental for brand differentiation and engaging customer experiences.

Ian Gibbs, Insight & Planning Director at DMA, highlights a misalignment between measurement metrics and business objectives. With average marketing budgets falling to 7.7% of overall company revenue in 2024, it’s crucial for marketers to demonstrate which efforts generate positive effects.

Gibbs emphasizes a shift from performance marketing to brand marketing. Despite budgets still favoring performance marketing, investments in brand measurement are yielding better results, including shareholder value and profit growth.

To improve marketing effectiveness and measurement, marketers should focus on meaningful metrics that resonate in the boardroom, rather than campaign delivery metrics like video plays or social media engagement. Building a unified measurement framework for alignment across the business is also crucial.

The role of a modern CMO

The role of CMO is evolving and multifaceted in the digital age. Key traits for modern CMOs include:

Being experimental: Always allocate budget and time to test new approaches for delivering messages to customers.
Balancing AI and human creativity: While AI can aid in content creation and basic tasks, explore its use for data analytics and operational tasks to free up time for creativity and strategy. CMOs should champion originality in content and enable their teams to perform better.
Enabling business growth: Marisa Thomas, CMO at Good-Loop, argues that CMOs should define their role based on the company’s growth stage and be proponents for change.
Cultivating an innovative culture: As leaders, CMOs should foster a non-restrictive mindset, show vulnerability with team members, and create a culture of trust and innovation within their teams.

Conclusion

The insights from DMWF Global 2024 underscore the importance of adaptability, creativity, and strategic thinking. Marketers must balance data-driven decisions with brand authenticity, prioritize customer-centricity, and embrace new technologies while remaining true to their core values.

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For D2C and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

NASA has given Elon Musk’s SpaceX permission to destroy the International Space Station (ISS) by 2030.

The space station has been continually occupied since 2000 by astronauts doing more than 3,300 scientific experiments above our heads.

But the countries operating the ISS only agreed to run it until 2030 at the latest.

Since 1998, the US, Russia, Japan, Europe and Canada have maintained different sections of the ISS. The agreements to jointly run the space station marked a new era of global cooperation after the Cold War.

But when those agreements run out, the space station will need to be brought out of orbit and Elon Musk’s SpaceX has been given the $843m (£666.4m) contract to do it.

The company will build a vehicle to tow the space station through the atmosphere where it will “destructively break up”, according to NASA.

Crash landing

It will then crash into the ocean, away from populated areas, along with the SpaceX vehicle.

“The orbital laboratory remains a blueprint for science, exploration, and partnerships in space for the benefit of all,” said Ken Bowersox, NASA’s associate administrator for Space Operations Mission Directorate.

While SpaceX will develop the deorbit spacecraft, NASA will take ownership after development and operate it throughout its mission.

Read more from Sky News:‘Miracle’ Parkinson’s treatment ends tremorsHuge streamer admits to ‘inappropriate’ messages to minorHow to opt out of your Instagram posts being fed into AI

But once the ISS is destroyed, low-orbit will not lie empty.

Private companies including SpaceX, Axiom, Blue Origin and Vast are developing commercial space stations that could launch as soon as next year.

“[Selecting the deorbit vehicle] supports NASA’s plans for future commercial destinations and allows for the continued use of space near Earth,” said Mr Bowersox.

The ISS costs the various space agencies €100bn (£84.6bn) to run, according to the European Space Agency, over 30 years.

NASA said the agency is transitioning to “commercially owned space destinations closer to home”.

Astronauts on the International Space Station were forced to take shelter last night after a Russian satellite broke into more than 100 pieces.

The nine astronauts living on the space station were told to shelter in their respective spacecraft, according to NASA, after the debris was spotted.

NASA astronauts Butch Wilmore and Sunni Williams boarded their Starliner spacecraft, the Boeing-built capsule that has been docked since June 6 in its first crewed test mission on the station.

Read more: Why two NASA astronauts are stuck in space

Three of the other US astronauts and a Russian cosmonaut went into SpaceX’s Crew Dragon capsule that flew them to the station in March.

The sixth US astronaut joined the two remaining cosmonauts in their Russian Soyuz capsule that ferried them there in September last year.

The astronauts emerged from their spacecraft roughly an hour later and resumed their normal work on the station, NASA said.

Russian missile theory

There were no immediate details on what caused the break-up of the Russian Earth observation satellite, which was declared dead in 2022.

Read more from Sky News:Famous streamer admits to ‘inappropriate’ messages to minorSpaceX given permission to destroy the International Space StationMicrobes cling to ISS – here’s why astronauts are trying to collect them

Experts thought it was unlikely Russia shot it down with a ground-based anti-satellite missile.

“I find it hard to believe they would use such a big satellite as an ASAT target,” said Harvard astronomer Jonathan McDowell. “But, with the Russians these days, who knows?”

Russia sparked strong criticism in 2021 when it struck one of its defunct satellites in orbit with a missile launched from its Plesetsk rocket site.

The blast, testing a weapon system ahead of Russia’s 2022 invasion of Ukraine, created thousands of pieces of orbital debris.

Mr McDowell and other analysts speculated the break-up could have been caused by a problem with the satellite, such as leftover fuel on board causing an explosion.

US Space Command, tracking the debris swarm, said there was no immediate threat to other satellites.

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.

I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content. Here’s something somebody asked me! After that, how to improve prompts to get even better answers from me.

Prompt:

How to source first-party data for a CDP?

Answer:

To source first-party data for a Customer Data Platform (CDP), you can follow these steps:

1. Identify your data sources: Determine the various touchpoints where you collect customer data, such as your website, mobile app, CRM system, email marketing platform, social media platforms, and any other relevant sources.

2. Collect data from your website and app: Implement tracking codes or tags on your website and mobile app to capture user interactions, such as page views, clicks, form submissions, and purchases. This data can include demographic information, browsing behavior, and transaction history.

3. Integrate with your CRM system: Connect your CDP with your Customer Relationship Management (CRM) system to import customer data, including contact information, purchase history, customer preferences, and any other relevant data points.

4. Import data from other marketing platforms: Integrate your CDP with other marketing platforms you use, such as email marketing software, social media advertising platforms, and marketing automation tools. This allows you to import data related to email campaigns, social media interactions, and other marketing activities.

5. Leverage offline data sources: If you have offline touchpoints, such as in-store purchases or call center interactions, find ways to capture and integrate that data into your CDP. This can be done through manual data entry, data import processes, or by using tools that bridge the gap between offline and online data.

6. Implement data capture strategies: Use various methods to collect additional first-party data, such as surveys, preference centers, contests, and promotions. Encourage customers to provide their information voluntarily and ensure compliance with data privacy regulations.

7. Ensure data quality and accuracy: Regularly clean and validate your data to maintain its quality and accuracy. Remove duplicate records, correct any errors, and update outdated information.

8. Establish data governance policies: Define clear guidelines and processes for data collection, storage, and usage. Ensure compliance with data privacy regulations, such as GDPR or CCPA, and obtain proper consent from customers for data processing.

9. Continuously update and enrich your data: Regularly update your customer profiles with new data points and enrich them with additional information, such as social media profiles, behavioral data, or third-party data sources.

10. Regularly analyze and segment your data: Utilize your CDP’s capabilities to analyze and segment your first-party data. This allows you to create personalized marketing campaigns, target specific customer segments, and gain insights into customer behavior and preferences.

By following these steps, you can effectively source first-party data for your CDP and leverage it to drive personalized marketing efforts, improve customer experiences, and achieve your marketing objectives.

Updated prompt:

Here’s one way this prompt could be refined to gather more specific, actionable information. MarTechBot now has 10+ personas to provide more targeted responses. For this prompt, try selecting the marketing operations (MOps) persona. There are many possibilities, depending on the human user’s industry and main objectives:

Before we start, in addition to your other context, you lead marketing operations for a regional auto repair chain. How will you source first-party data for a new CDP? Please list four actions your team should prioritize. Please list the benefit for each action along with any marketing technology tool the company should use for the action. Please keep responses simple.

The key elements and enhancements to this prompt are as follows:

(Task)

How will you source first-party data for a new CDP?

(Context)

You lead marketing operations for a regional auto repair chain.

(Format)

Please list four actions your team should prioritize. Please list the benefit for each action along with any marketing technology tool the company should use for the action.

(Tone)

Please keep responses simple.

Dig deeper: How Coca-Cola activated an enterprise CDP

Updated answer:

To source first-party data for a new Customer Data Platform (CDP) for your regional auto repair chain, here are four actions your team should prioritize:

1. Implement website tracking: Use a web analytics tool like Google Analytics to track user behavior on your website. This will provide valuable insights into customer preferences, interests, and interactions, helping you personalize marketing efforts and improve customer experience.

2. Capture customer information at touchpoints: Utilize a CRM system like Salesforce or HubSpot to capture customer information at various touchpoints such as online bookings, service inquiries, or loyalty program sign-ups. This will enable you to build a comprehensive customer profile and tailor marketing campaigns based on individual preferences.

3. Leverage email marketing campaigns: Utilize an email marketing automation tool like Mailchimp or Marketo to send targeted email campaigns. By analyzing customer responses and engagement metrics, you can gather valuable data on customer preferences, interests, and purchase behavior.

4. Encourage customer feedback and reviews: Implement a customer feedback system, such as SurveyMonkey or Trustpilot, to collect feedback and reviews from customers. This will provide valuable insights into customer satisfaction, preferences, and areas for improvement, helping you enhance your marketing strategies and customer experience.

Benefits of these actions:

1. Improved personalization: By tracking website behavior and capturing customer information, you can personalize marketing efforts, leading to higher engagement and conversion rates.

2. Enhanced customer profiling: By integrating CRM systems, you can create comprehensive customer profiles, enabling targeted marketing campaigns and better understanding of customer needs.

3. Data-driven decision-making: Analyzing email campaign metrics and customer feedback will provide actionable insights for data-driven decision-making, optimizing marketing strategies and improving ROI.

4. Increased customer satisfaction: Gathering customer feedback and reviews will help identify areas for improvement, allowing you to enhance customer satisfaction and loyalty.

Please note that the specific marketing technology tools mentioned are examples, and you should choose the ones that best fit your organization’s needs and budget.

Now it’s your turn to give MarTechBot a try. It’s free and includes multiple expert personas to choose from, as well as an image generator.

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The post Sourcing first-party data for a CDP: Best of the MarTechBot appeared first on MarTech.

To know and be known is the essence of a relationship. To know — and understand — your customers, you need to listen to them. It seems so obvious, yet many marketing efforts miss this perspective. For all the claims of being “customer-obsessed,” brand stories focus too much on the brand itself and not the reason for its existence. 

B2B buyers need even more empathy, information and reassurance when deciding to purchase. Here are some key ways to ensure the customer’s voice is captured and conveyed to help establish a long-term, mutually valuable relationship.

1. Recognize who the hero is 

Customers aren’t interested in your story; they’re interested in learning how your product or service will help them survive or thrive in their story, according to Donald Miller, who developed the StoryBrand framework. 

The customer is the hero, while your brand is the guide in navigating and successfully overcoming the customer’s problem. Focus your marketing on making your customer the star, demonstrating the benefits they’ll gain from your brand. Save your company’s story and accomplishments for the boilerplate and your website’s About Us page.

2. Create your customer personas 

Starting out in public relations, knowing your audience is one of the most important lessons you learn and carry with you. For example, don’t pitch a reporter who doesn’t even cover your industry. You have to do research to understand who you need to communicate with, what messages will resonate with them and which channels will be most effective in delivering the messages. 

In addition to demographics, look at psychographics that include values, interests, priorities and also potential objections. Although buyer personas are fictitious representations of customers, they must be based on reality. That means conversing with existing clients and prospects and incorporating those insights into your profiles. 

Dig deeper: How to develop a winning B2B ideal customer profile

3. Build your brand for them 

The art and science of branding is about creating a lasting impression in consumers’ minds, distinguishing your brand’s goods and services from those of others in the market. Again, establishing or refreshing your brand isn’t about you. It’s about your customers. What promise of value are you making to them, and why is that important to them? 

I work with many highly specialized technology companies and organizations that get caught up in their industry’s jargon or way of talking about their products and services. But B2B buyers are humans after all. Be sure the messages you or your agency partners develop are clear and compelling, and don’t shy away from humor or other emotional appeals. Test your concepts with some of your customers, especially if translations will be required for global adoption. 

Dig deeper: Building a brand strategy: Essentials for long-term success

4. Quote them whenever you can

In my first job at a software company, I was the customer communications manager responsible for documenting case studies. This role produced success stories and videos that helped close new business, provided quotes for press releases and publications and featured speakers at our annual user conferences. I talked to hundreds of people who used our software and cultivated relationships that were beneficial in terms of PR for us and them. 

Are you getting the most from your stack? Take our brief 2024 MarTech Replacement Survey

Nothing is more powerful than your customers’ stories — including reviews and mentions in social media posts. Don’t forget to ask if they’re interested in writing a guest blog. Some organizations won’t go on record. Even if this is a challenge, capture the narratives about the problems solved and the results achieved. This information can still shape your marketing and influence buying decisions, even without revealing the source.

5. Ask for feedback and do something with it 

In the software job I mentioned, I also managed the annual customer satisfaction survey, collaborating with an external firm to update the survey, conduct interviews and provide the results. 

That was a while ago, so numerous tools are now available to digitize informal or pulse surveys and formal NPS and CSAT programs. Integration with CRM and customer success systems is also possible, giving organizations a more comprehensive view of how their products and services are helping customers. 

This feedback — good and bad — needs to make its way to the appropriate departments for action. Commend employees who ensured an implementation occurred on time and within budget and let product management know if there are repeated questions or complaints about a particular feature. 

If your company has a product forum, you’ll want to monitor it for trends and insights and run those up the chain as well. You also might get some good ideas for blogs, webinars or other marketing materials.  

Ensure your marketing efforts reflect the voice of your customers

“What’s in it for me?” This is the fundamental question prospects and existing customers seek to answer when they encounter your marketing, whether that’s your website, a webinar or a conversation. If you don’t clearly articulate how you can solve — or keep solving — their problems and make their lives better, you’ll probably be ignored. 

Avoid wasting time and resources by tuning into your customers and being vulnerable enough to hear what they say. Then harness that information in ways that inspire you, your creative talent, the sales team and those who make your products. Customer-focused, value-based messages will take your marketing where it needs to go.  

Dig deeper: How to build a B2B brand that delivers lasting value

The post 5 big ways to turn up the voice of your customer in your marketing appeared first on MarTech.

A new study by search industry expert Rand Fishkin has revealed that Google’s rollout of AI overviews in May led to a noticeable decrease in search volume, particularly on mobile devices.

The study, which analyzed millions of Google searches in the United States and European Union, sheds light on the unexpected consequences of AI integration.

AI Overviews Rollout & Reversal

In May 2024, Google rolled out AI overviews in the United States, which generate summaries for many search queries.

However, the feature was met with mixed reactions and was quickly dialed back by the end of the month.

In a blog post published on May 30, Google admitted to inaccurate or unhelpful AI overviews, particularly for unusual queries.

Google says it implemented over a dozen technical improvements to its systems in response.

A subsequent study by SE Ranking found the frequency of these summaries decreased, with only 8% of searches now triggering an AI Overview. However, when shown, these overviews are now longer and more detailed, averaging 25% more content.

SE Ranking also noted that after expansion, AI overviews typically link to fewer sources, usually around four.

Decline In Mobile Searches

Fishkin’s analysis reveals that the introduction of AI Overviews coincided with a marked decline in mobile searches in May.

While desktop searches saw a slight increase, the drop in mobile searches was significant, considering that mobile accounts for nearly two-thirds of all Google queries.

This finding suggests that users may have been less inclined to search on their mobile devices when confronted with AI-generated summaries.

Fishkin commented:

“The most visible changes in May were shared by both the EU and US, notably… Mobile searches fell a considerable amount (if anything spooked Google into rolling back this feature, I’d put my money on this being it).”

He adds:

“If I were running Google, that dip in mobile searches (remember, mobile accounts for almost 2/3rds of all Google queries) would scare the stock-price-worshiping-crap outta me.”

Impact On Overall Search Behavior

Despite the dip in mobile searches, the study found that search behavior remained relatively stable during the AI overviews rollout.

The number of clicks per search on mobile devices increased slightly, while desktop clicks per search remained flat.

This indicates that while some users may have been deterred from initiating searches, those who did engage with the AI Overviews still clicked on results at a similar or slightly higher rate than the previous months.

Implications For Google & the Search Industry

The study highlights the challenges Google faces in integrating AI-generated content into its search results.

Additionally, the research found other concerning trends in Google search behavior:

Low Click-through Rates: Only 360 out of every 1,000 Google searches in the US result in clicks to non-Google websites. The EU fares slightly better with 374 clicks per 1,000 searches.
Zero-click Searches Dominate: Nearly 60% of searches in both regions end without any clicks, classified as “zero-click searches.”
Google’s Self-referral Traffic: About 30% of clicks from US searches go to Google-owned properties, with a somewhat lower percentage in the EU.

Why SEJ Cares

This study underscores the need for adaptable SEO strategies.

As an industry, we may need to shift focus towards optimizing for zero-click searches and diversifying traffic sources beyond Google.

The findings also raise questions about the future of AI in search.

While major tech companies continue to invest in AI technologies, this study suggests that implementation may not always yield the expected results.

Featured Image: Marco Lazzarini/Shutterstock