Hugh Williams

Hugh Williams

Senior Data Analyst


Hugh Williams joined ExchangeWire in July 2016 as Senior Data Analyst. He works on the ExchangeWire Research product, which was launched late in 2014. Hugh helps oversee all research projects, from survey design to data analysis. He holds a Bachelor’s degree in History and Business from the University of Newcastle.

Articles by Hugh


  • Measurement Still Needs Improvement; Female CMOs More Prevalent in the US than the UK

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Measurement still needs improvement; Female CMOs more prevalent in the US than the UK; and Location data to modernise metrics.

    Measurement still needs improvements

    Only just over a third (36%) of digital marketers are confident their campaigns are targeting the right audiences, according to research by Greenlight.

    Whilst nearly a quarter of digital marketers [...]

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  • Innovative Digital Formats to Drive Future Global Ad Growth; New Tech Builds Loyalty

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Innovative digital formats to drive future global ad growth; New tech builds loyalty; and Consumer ad fatigue driving paid on-demand TV viewing.

    Innovative digital formats to drive future global ad growth

    Social media in-feed ads, online video, and other digital formats, such as paid content and native advertising, are leading the growth [...]

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  • Brands & Telcos Must Partner to Deliver Omni-Channel Experience; SMEs Struggling with Digital

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Brands and telcos must partner to deliver omni-channel experience; SMEs struggling with digital; and Influencer spend on the up.

    Brands & telcos must partner to deliver omni-channel experience

    Brands and communications service providers will need to become tightly coupled in order to truly fulfill their shared vision of delivering a more [...]

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  • Weak Demand for Voice Assistants; Advertising is Enhancing Commutes

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Weak demand for voice assistants; Advertising is enhancing commutes; and Shopper habits changing weekly.

    Weak demand for voice assistants

    There is lacklustre demand for voice assistants among British consumers, with less than a third (29%) claiming they would like to own one of these devices in the future, according to

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  • Now & Next: Deep Learning

    As our reliance on artificial intelligence (AI) grows, so do expectations that computers will come up with solutions for increasingly complex problems. In order to sate our appetite for AI, deep learning is coming to the fore. This edition of ExchangeWire’s Now & Next looks at why deep learning is proving more important than machine learning, its role within advertising, and whether its presence is a positive, or, as some believe, could lead to [...]

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  • Marketers Falling Behind Consumer Demand for Innovation; Instagram on the Rise in the UK

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Marketers falling behind consumer demand for innovation; Instagram on the rise in the UK; and In-store for millennials.

    Marketers falling behind consumer demand for innovation

    There is a major gap between marketers’ perceptions of their performance and the reality of heightening consumer expectations for innovation and engagement, according to research by [...]

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  • The Success of Mid-Price Subscription Apps; Europe Behind US for Marketing Automation

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: The success of mid-price subscription apps; Europe behind US for marketing automation; and Bremorse and Regrexit.

    The success of mid-price subscription apps

    Setting app subscription costs too low might actually lose otherwise loyal app users, finds research by Liftoff. Apps which fall in the medium price range see five-times [...]

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  • Online Campaigns Struggle to Target Women; Brands Lead Creators on YouTube

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Online campaigns struggle to target women; Brands lead creators on YouTube; and Marketing professionals lack cyber security awareness.

    Online campaigns struggle to target women

    Only half (50%) of UK online ad campaigns targeted at women actually reach them, according to a study by Nielsen.

    This compares to a 62% success rate when [...]

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  • Now & Next: Virtual Reality

    If you’ve looked at any list aiming to predict technology trends that will dominate the marketplace over the last few years, you will know that virtual reality is not a new phenomenon. It is the only technology to come through the Gartner’s hype cycle’s ‘Trough of Disillusionment’, to reach the ‘Slope of Enlightenment’, and now it is well on its way to the ‘Plateau of Productivity’. Despite these nauseating category titles, the point [...]

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  • APAC Driving Mobile Usage; Digital Pay Gap

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: APAC driving mobile usage; Digital pay gap; and a third of the population on social.

    APAC driving mobile usage

    Global mobile device usage is expected to reach more than 5.5 billion users by 2022, according to Forrester Data.

    Powered by rising mobile adoption in Asia Pacific and Africa, mobile penetration is [...]

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