Mining for gold: 5 ways marketers can get the most from their big data projects

Marketers were among the first business groups to see internal (and external) data resources as a goldmine waiting to be exploited rather than a difficult-to-manage constraint. They have been quick to understand the value of getting immediate insight into customer behaviour as and when required to be able to influence how consumers act at the point-of-sale. At the same time, they want to analyse vast volumes of data quickly to drive the analysis and segmentation of different groups and achieve more accurate...

By Yves de Montcheuil, 05 August 2014, 0 comments. Categories: Analytics, Reputation.

Death to ROI: Rethinking your marketing strategy

Marketing is all about results. At the end of the day, the whole point of marketing is to drive sales, right? If your company isn’t getting sales, then your marketing strategy isn’t working.

Consequently, marketers are taught to focus on ROI, or return on investment. The thinking goes, if you’re spending x amount of dollars on your marketing campaign, and you get y amount of dollars in sales back, then you can calculate your ROI. If you’re looking for the...

By GrassRootsMarketing, 01 August 2014, 5 comments. Categories: Analytics, Strategy.

Why mobile analytics is overtaking web analytics

“Mobile has won” – Eric Schmidt, Google Executive Chairman

Mobile Take-Off

As the mobile and tablet market and sales has performed better than the PC market in the past year, the near future as predicted by Eric Schmidt saying that everyone will own a smartphone is becoming a reality.

Mobile use is on an unstoppable rise and recent reports state that mobile traffic contributes to circa 15% of all internet traffic. Due to the rise of mobile, mobile analytics have also had to become more...

By Alon Even, 20 May 2014, 0 comments. Categories: Analytics, Mobile.

Mobile is main priority for marketers in 2014, research finds

Research conducted by mobile analytics firm Netbiscuits and Brand Republic has revealed that seven in 10 marketers use mobile and see it as ‘integral’ to their multichannel branding.

The report, entitled ‘Getting Mobile Right: Using Analytics to Create Insight-Driven, Personalised Experiences’, showed that even though the majority of marketers were using mobile, a smaller number had specific goals from mobile.

Just over half (51.97%) of the 5000 respondents across 10 countries said...

By James Bourne, 12 May 2014, 0 comments. Categories: Analytics, Mobile.

Rightmove picks Crimson Hexagon to stay on top of social

Property advertiser Rightmove has enlisted the help of Crimson Hexagon to provide social media sentiment analysis, replacing Radian 6.

This represents a big client win for Crimson Hexagon, whose ForSight analytics tool holds over 400bn social media posts in its database and adds another billion every two days, as well as providing sentiment analysis on a gamut of news stories ranging from the royal baby to

By James Bourne, 11 March 2014, 0 comments. Categories: Analytics, Brands, Social Media.

Captify: Is search retargeting the future of advertising as we know it?

It’s official: for publishers and brands, traditional banner ad campaigns simply don’t cut it anymore. With acceptable CTR figures continuing to slide, and users becoming increasingly immune to online advertising, something had to give.

UK-based startup Captify is one of those companies looking to change things round.

While the importance of real time bidding (RTB) models increases, Captify takes it one step further by being one...

By James Bourne, 28 November 2013, 0 comments. Categories: Advertising, Analytics, Branding, Brands, Feature, Startups.

One in four marketers hasn’t executed a cross-screen advertising campaign

Here’s an interesting survey result, this time courtesy of digital advertising provider Undertone: one in four marketers has not yet launched a cross-screen advertising campaign.

This isn’t to say they’ve not considered it. 84% of marketers surveyed and 92% of agencies said they were considering deploying a campaign – and none of the respondents said they were looking at decreasing their budget for it. Key benefits of cross-screen, according to those surveyed, are raising brand...

By James Bourne, 13 November 2013, 0 comments. Categories: Advertising, Analytics, Brands.

Marketing folks, check your SEO ego at the door

There’s lots of content out there about how to go about selecting an SEO firm that is the right fit for your company. We’ve even written plenty on the topic ourselves. This is all well and good but what potential SEO clients need to understand is that it goes both ways. Just as you are checking out the SEO firm and have a list of credentials that you want fulfilled, the SEO firm is scoping you out as a potential client too. The relationship between an SEO firm and a client should be viewed as a...

By Nick Stamoulis, 24 September 2013, 0 comments. Categories: Affiliate, Analytics, Content, SEO, Strategy.

IBM launches Digital Marketing Network, aims to improve CMO performance

IBM has launched the Digital Marketing Network, a piece of software in the cloud which aims to improve CMO performance and give them real-time access to company data.

With a recent survey from the tech giant indicating that $83bn of sales globally slips through each year because of poor customer experience, this new offering, part of IBM’s Smarter Commerce initiative, will help to shore up some of these gaps.

Among the services offered include syndicated real-time analytics to the likes of Google...

By James Bourne, 13 September 2013, 0 comments. Categories: Advertising, Analytics, Industry, Selling, Strategy.