DataSift partners with LinkedIn to take marketer insights to the next level through AI

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Data marketing firm DataSift has announced it is to join forces with LinkedIn to provide greater insights into the Microsoft-owned B2B network for marketers.

The company, which describes itself as a ‘human data intelligence’ provider, is unveiling PYLON for LinkedIn Engagement Insights, which gives users various methods of increasing their engagement, from discovering new audiences for brands and products, to benchmarking, and learning which content works best with...

By James Bourne, 23 January 2017, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing, Web Analytics.

How TV measurement for marketers is changing: Social, programmatic, and more

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Digital outlets have dominated conversations about marketing over the last decade, and are understandably a huge focus for marketers. According to the IAB, cross-platform digital ad spend grew to a staggering £4.8 billion during the first half of 2016 and forecasts estimate this is only set to keep increasing.

But television is still the biggest individual platform by ad revenue, accounting for a record £5.3 billion in ad spend in the UK during 2015 and its delivery is...

Defining the real purpose of marketing innovation

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Innovation is vital to every business – and to society too. By harnessing the creativity inside our companies we have the potential to make all our lives better. Innovation is the combination of creativity and implementation, to solve a human problem and critically, to create business value. 

It is much greater than simply a big idea or new piece of technology; it’s about putting your ideas into practice. Every company has hundreds of ideas, but...

By Peter Sayburn, 20 January 2017, 0 comments. Categories: Customer Experience, Data-driven marketing.

A full board issue: How should CMOs get a grip on information security?

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Huge quantities of data pass through the marketing department. While collaborating with colleagues, ad agencies, agency partners and marketing tech providers, marketers are often required to share confidential information, from strategic presentations to brand images. As flexible working explodes and marketers handle major campaigns from both the office and home, we need to consider how this information is being shared and controlled over time.

Consumer grade platforms such as...

By Jay Muelhoefer, 17 January 2017, 0 comments. Categories: Best Practice, Data-driven marketing, Personalised Marketing.

Customer management in 2017: How better data could make us more human

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For several years there’s been a lot of chat in the marketing world about how technology has brought us to the age of the ‘empowered customer’.  A quick Google search for the phrase shows that some observers were making claims for this label to apply to the year 2014, only then to append the same to 2015 and then again to 2016. As we stand on the eve of yet another new year, I think we can work a little smarter in our predictions for trends in customer...

By Clint Oram, 16 January 2017, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Four ways to create a unified customer experience in a post-channel world

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Every marketer knows the route to true consumer engagement no longer runs along a single path. An explosion of innovative technologies, channels, and formats has created a complex, connected ecosystem where interactions are fragmented and unrestricted. Keeping up with the needs and wants of today’s consumers through the delivery of timely, relevant marketing communications requires marketers to convert ever-expanding streams of user data into actionable strategies.

Yet by...

By Joanna O'Connell, 16 January 2017, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing.

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

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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...

Getting data management right: Using data to understand your customer base

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Fragmentation – it’s one of digital marketing’s biggest hurdles. As defining customers becomes increasingly difficult, brands across the UK are looking to understand and segment their audiences recognising that it is essential for brands.

With so many channels available for businesses to speak to their audience, there is more data available on customers than ever before. But where do businesses begin when it comes to breaking down all of this data to truly understand...

By Wojciech Bednarz, 11 January 2017, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science.

Salesforce becoming ever more valuable for marketers – but data integration still a problem

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Two in three UK companies say Salesforce is more valuable to them today than this time last year, according to a report from Bluewolf.

Bluewolf – an IBM company but also a Salesforce strategic partner – issued its global State of Salesforce study, which this publication duly covered back in September. Yet the company’s latest missive shows UK...

By James Bourne, 10 January 2017, 0 comments. Categories: Data-driven marketing, Marketing Cloud.

Why the next big thing in marketing is...simplicity

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Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.

Opinion A question to kick off 2017: have you ever thought how complex marketing has become?

I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...

By Thaddeus Kubis, 10 January 2017, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.