Defining the real purpose of marketing innovation


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?


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

(c) Flem

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


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


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


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


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


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?


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.

Why 2017 should be the year you get serious about data protection

2016 has changed the world we live in. Between the Brexit vote and final confirmation of the General Data Protection Regulations (GDPR) the last 12 months has posed some interesting challenges for the industry to address in the years to come.

With discussions around PECR now into full swing too marketers must start to look forward and ask themselves the difficult question: “Am I ready for the new world of data protection?”

Earlier last year, we conducted some research with Adestra into the use of...

By Jane Cave, 22 December 2016, 0 comments. Categories: Data-driven marketing, Data Science.

How to get the most out of your data this Christmas

The John Lewis advert is out, the mince pies are on the shelf and Wizzard is on repeat -  its official, Christmas is well on its way.

The busiest shopping period of the year has started. This should be music to the ears of marketers, as consumers are never more willing to spend their money, and opportunities to maximise new business are aplenty.

But, as consumers are bombarded with advertising and marketing telling them which gifts, turkeys and Christmas party outfits to buy, it has never been more...

By Steve McNicholas, 19 December 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Why you need to get more creative with your digital marketing

Marketing in today’s fast-moving, interconnected world is marketing at speed. It requires a proactive and opportunity-driven attitude. However, that doesn’t mean you can, and should, jump on every marketing-bandwagon that rushes by.

Your brand’s purpose should serve as guide rails for the actions you take. It’s the glue that holds flexible content together.

Where you do something is just as important as what you do. Today, digital and offline and communication and experience are one....

By Pirmin Sessler, 14 December 2016, 0 comments. Categories: Data-driven marketing.

What is killing your ABM strategy?

To look at the research is to believe account-based marketing, or ABM, is changing how B2B companies organise their marketing organisations and sell to customers.

At its core, ABM adherents treat a fewer number of current and prospective clients as markets unto themselves with the goal of nurturing long-term, high-value relationships that ideally benefit both parties.

Sound good? It should. Highly profitable enterprises have been executing high-touch marketing programs for generations.

The only reason more...

By Sanjay Castelino, 08 December 2016, 0 comments. Categories: Data-driven marketing.

Focus on better metrics to maximise digital strategies

Digital anxiety seems a common affliction among today’s marketer. Fears of underinvestment, concerns around skills or that competitors are outflanking them are all commonplace.

But where does all this anxiety come from? If marketers are constantly comparing themselves to the likes of P&G or Coca-Cola, it’s hardly surprising they feel a bit behind.

Few businesses can match the marketing spend or the budget that goes into innovation, research and development at these global powerhouses.


By David Shukri, 28 November 2016, 0 comments. Categories: Data-driven marketing.

How to use data to build up a brand


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?


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.

Why digital marketing is the lifeblood of modern retail

As technology has rapidly evolved over the years so too has the retail industry.

These days, barriers to entry are low, online marketplaces are visited more than physical ones and customers complete transactions in a plethora of ways.

The status quo has never been attacked quite so aggressively. These are challenging times for established retailers.

Indeed, retailers have to evolve quickly and adapt the way they operate in order to succeed in this rapidly changing marketplace. Some simply aren’t moving...

By Jon Stanesby, 30 November 2016, 0 comments. Categories: Data-driven marketing.

Predictive analytics: Better than surveys?


Surveys and other traditional customer feedback tools have always served a valuable business function, and this is unlikely to change soon.

These tools provide an important baseline of customer opinions and issues. Alongside good closed-loop recovery processes surveys make it possible to reach out and respond quickly to customers’ needs.

However, this type of customer data is inherently limited. With response rates typically only 5 to 10 percent of total customer bases, there is a...

By Jeremy Griffith, 21 November 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Is big data really the future of marketing?

Marketing data is evolving: from the generic to the specific; from market trends to individual habits and from historic actions to real-time engagement.

We are moving on from knowing that millennials aged 25 to 30 replace their mobile phone on average every 2.5 years. We move to knowing that William replaces his Android three months after new major features are established, keeping a general eye on new developments and looking for upgrade deals from his service provider.

We also know that Claire pre-orders...

By John Fleming, 21 November 2016, 1 comment. Categories: Data-driven marketing, Data Science.

How to overcome IT challenges for cross-channel marketing


Marketers today want to be able to connect apps, devices and data in novel ways to ease friction for customers.

These experiences emanate how Starbucks makes it simple to order and pay for a drink and use their loyalty program from any device, or how Disney offers its app and wristband to help visitors navigate its parks.

These are true brand experiences, created and successfully delivered by a rarified few companies.

Companies with omnichannel engagement strategies retain, on average 89% of customers

By Cory Munchbach, 21 November 2016, 0 comments. Categories: Data-driven marketing.