Entering a new age of customer experience: Data, programmatic, and more

(c)iStock.com/JLGutierrez

While machine learning itself is nothing new, the speed at which data can now be processed, analysed and actioned has completely changed the machine-learning game. Readily affordable computing power, the quantity of data available, and algorithms we never thought we could use are now possible.

While the fundamental concept remains the same, machine-learning is now far more sophisticated, efficient and easily deployable – and the potential it offers to revolutionise customer...

Why marketing needs to be less Mad Men and more data-driven

(c)iStock/NejroN

Don Draper once said, “People tell you who they are, but we ignore it because we want them to be who we want them to be.” As a marketer your clients are always telling you about themselves.

With each browse of your website, ‘like’ of a tweet, and reading of your blog, they’re telling you valuable information you can’t afford to ignore. The trouble is - there’s so much data streaming in it’s hard for marketers to know which...

By Guy Marion, 19 December 2016, 0 comments. Categories: Big Data.

How to unlock the power of unstructured data

(c)iStock/from2015

Marketers know well that leveraging the right data can unlock unprecedented insights into their target audience, enabling personal and exceptional experiences.

Around 53% of organisations say data-driven marketing was their top strategic priority for 2016, while 81% of global marketers describe data as important to their efforts.

And there’s plenty of data to get your hands on. With the rise of the Internet of Things (IoT), there‘s been an...

By Adam Howatson, 12 December 2016, 0 comments. Categories: Big Data, Data Science.

Interview: Lithium CEO on how AI will change the face of marketing in 2017

(c)iStock/gradyrees

Emerging technologies are already beginning to shape how marketers perform their everyday roles; but what’s in store for the years ahead? MarketingTech gets some expert advice from CEO of Lithium Technologies Rob Tarkoff around AI, social media and replacing the CRM.

Tarkoff is certainly no stranger to the world of martech and social media, having joined Lithium in 2011 from Adobe, where he had led its $1b Digital Enterprises Solutions business unit.

By Rachael Power, 07 December 2016, 0 comments. Categories: Automation, Big Data.

Ways of turning big data into marketing gold

(c)iStock/gmutlu

Wherever we turn in the 21st century, all industries are jumping on the idea of big data; and marketing is no different.

Businesses from start ups to blue chips are investing in big data. The Internet of Things (IoT) is opening up new horizons for many, for instance by allowing your connected fridge to suggest new products.

Beyond this, the industry has been talking about turning big data into smart data for some time. Every day, more and more data is being produced both by the increasing...

By Rowan Scranage, 02 December 2016, 0 comments. Categories: Big Data.

What is call intelligence and why will it matter in 2017?

The customer path to purchase from a brand, is complex. In part, this is due to personal preferences – how an individual consumer chooses to engage or transact.

But, add to this a plethora of available communication channels, devices and marketing tech solutions, and it’s no wonder the job of a marketer is tough.

Invariably, the goal behind every activity is to leverage and make sense of big data, to obtain a single customer view. That’s why we, as marketers, use an arsenal of digital tools...

By Nick Ashmore, 02 December 2016, 0 comments. Categories: Big Data, Data Science.

How to use data to build up a brand

(c)iStock/triloks

How do you define your brand? Do your customers see it the same way?

Let’s face it, how you describe your company and how others see it are often two very different things.

So how do you bring these together to build a strong brand identity, based on your customers’ needs, to really give them what they want, but keep an eye on the future at the same time? Data.

So where do you start?

Research 

This is perhaps the most important word when it comes to developing a brand...

By Bart Visser, 02 December 2016, 0 comments. Categories: Big Data, Data-driven marketing.

Five practical use cases for dynamic predictive marketing

(c)iStock/mediaphotos

The use of predictive analytics has increased steadily over the past few years as marketers see the value in investing in this trend.

A study by Forrester Consulting reported that predictive marketers are 2.9x more likely to report revenue rate at a higher than industry average. These marketers are also 2.1x more likely to hold a commanding leadership position and 1.8x more likely to exceed...

By Pauline Brown, 29 November 2016, 0 comments. Categories: Automation, Best Practice, Big Data.

Never underestimate the importance of good marketing data

(c)iStock/Rawpixel

If you’ve ever been caught out with less-than-promised mobile performance, join a growing club. Mobile and broadband providers face increasing scrutiny of experiences promised in advertising and marketing campaigns.

From speed and coverage to reliability and cost, connected consumers are paying close attention to the performance they receive and challenging shortcomings.

This is fuelled by apps and speed tests that allow consumers to easily check performance on the spot, combined with...

By Scott Stonham, 23 November 2016, 0 comments. Categories: Big Data, Data Science.