Why data problems are proving costly for UK marketers

As marketers work to an increasingly complex and exacting set of performance metrics, new research from Royal Mail Data Services into the use and management of customer data reveals that UK organisations estimate poor quality customer data is costing them an average of 6% of their annual revenues. The myth that resolving data quality is a one-time fix is partially to blame.

The marketers we surveyed agree that data quality has the biggest impact on campaign response and conversion rates, yet nearly all...

By Jim Conning, 22 February 2017, 0 comments. Categories: Customer Experience, Data-driven marketing.

Is data killing off the art of the marketing prediction?

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Opinion At the start of the year, I was approached by several publications and ask to write articles sharing my predictions for the year ahead. I am sure you are familiar with the format; you will see the "top 5 x of y for 2017" appearing online well into mid-March. While it can be fun to make guesses at what might happen, I believe it is becoming a pointless exercise. The pace of change in modern society is increasing, being driven by ever faster technology innovation. If...

By Mike Bainbridge, 16 February 2017, 0 comments. Categories: Data-driven marketing, Data Science.

It’s time for influence to evolve: Welcome to Influence 2.0

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Influencer marketing is one of the most promising and underappreciated disciplines in the digital marketing mix” - Brian Solis

Influencer marketing became mainstream in 2016. However, with pure pay to play and short-term campaign practices dominating the conversation, many misconceptions remain in this nascent space. Curious to see how the practice is perceived within leading enterprises around the world, Traackr and TopRank Marketing teamed up to survey 102 brand strategists and...

By Kirk Crenshaw, 15 February 2017, 0 comments. Categories: Best Practice, Branding, Data-driven marketing, Social Media Marketing.

Salesforce launches extra-strong AI-flavoured Service Cloud Einstein

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Salesforce has announced the unveiling of Service Cloud Einstein, a new customer service platform which includes a beefed-up AI engine and aims to add intelligence ‘to every service interaction’.

The platform, which is a mix of the firm's current Einstein AI tool and Service Cloud, will be fully connected to CRM data across sales, commerce, and marketing departments, and offers a variety of features. Einstein Supervisor is a mix of several products, from...

By James Bourne, 13 February 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

How AI allows intelligent marketers to market more intelligently

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By now, it’s a familiar narrative: The advent of artificial intelligence, along with contextual computing, will transform entire industries and leave nearly everyone — including marketers — jobless

Well, maybe not.

The fact is that AI and CC simply provide new ways of doing what marketers have always done: Track, measure, assess, and...

How artificial intelligence will revolutionise marketers’ lives

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Marketers are usually the ones responsible for creating the buzzwords that follow us everywhere we go; that is, until artificial intelligence (AI) turned the tables and made the whole marketing industry buzz with excitement. But will AI make life easier for marketers or will it, in the end, replace them?

We believe that AI will not replace marketers but enhance their knowledge and experience. AI will help unlock deeper customer insights, communicate with prospects and customers...

Anonymous data monetisation is the way forward – but who will get there first?

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Before we make any predictions for the future, let’s examine the lessons of 2016. If the mainstream media’s obsessions match those of the public - which is their job - then privacy became an increasingly important in the last 12 months. Fears over the sovereignty, security and privacy of personal information were rarely out of the news.

The year 2016 taught us that intrusive marketing, Big Brother-style surveillance and irresponsible data losses are big issues with the...

By Tom Luke, 25 January 2017, 1 comment. Categories: Best Practice, Data-driven marketing.

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, 1 comment. 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, 1 comment. 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.

How the younger generation is shaping data protection

According to one keynote speaker at the DMA’s Data Protection Update, social media is dead. This half-day event showcased the challenges and successes of various businesses’ data management strategies, and this statement really grabbed my attention.

As an avid Instagrammer, Twitter follower and Facebook fanatic, this was news to me. Whilst I don’t personally agree with the speaker’s comments, I do believe that the way we use social media has changed.

I’m part of the...

By Louise Read, 06 January 2017, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing.

Should your brand have a top-level domain?

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The way we access websites is changing. No longer are businesses tied to a small number of traditional domain name endings.

While the best known ones, such as .uk, .com and .org still retain their valuable place in the marketer’s toolkit, there are now many new options available to help target different audiences or serve a specific purpose.

In 2012, ICANN – the global organisation responsible for the internet’s website address database – opened applications for generic...

By Oli Hope, 05 January 2017, 0 comments. Categories: Data-driven marketing, Mobile Marketing.