Why marketers need to be obsessed with AI and machine learning in 2020 – and what can be done

As we edge ever closer towards the beginning of a new year, the next 12 months are set to provide an extraordinarily challenging time for marketers – but it’s certainly not ‘doom and gloom’ by any means.

Not only will they be expected to seamlessly tackle the increasing volatility, data regulation and apathy towards traditional marketing methods, but they must do it all alongside having a clear, robust and...

By Phill Midwinter, 02 December 2019, 0 comments. Categories: Automation, Big Data, Data-driven marketing.

NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns

When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.

MuleSoft notes how the ‘coherence economy’ can salvage disconnected customer experiences

It is the mantra of all marketing professionals and the reason they get up and go to work each day: to build the greatest customer journeys they can. This is naturally easier said than done; depending on where your organisation is on its path you may have to knock down a series of silos before you can embark on the path of building seamless customer experiences.

Yet a new report argues this process is going slower than many...

By James Bourne, 14 October 2019, 0 comments. Categories: Big Data, Customer Experience, Data-driven marketing.

Opinion: Have marketers learned anything since Cambridge Analytica?

When the Cambridge Analytica story broke last year, it represented a real turning point. All across the country, Facebook users downloaded their data files and expressed shock at the information collected - especially considering these details could have been used by the consultancy firm to influence their voting behaviour.

However, I – and many other marketers – were not surprised by the contents of our

By Tom Chapman, 05 August 2019, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Social Media Marketing.

How to build the best martech stack for data-driven marketing: A guide

20 years ago, when Salesforce launched its SaaS CRM platform, times were simpler. The majority of customer relationships were managed by a single sales team who manually added their (copious) customer notes to the CRM. 

We’ve since evolved to a multi-channel world, where customers engage with brands across everything from mobile to social media. The sales team’s input into a CRM platform no longer captures the whole customer relationship and doesn’t give marketers what they need to...

By Tido Carriero, 19 July 2019, 0 comments. Categories: Advertising Technology, Big Data, CRM, Customer Experience.

Salesforce to acquire Tableau for $15.7 billion to combine Einstein’s AI with BI bulk

Salesforce is to acquire business intelligence (BI) visualisation software provider Tableau in a $15.7 billion (£12.4bn) all-stock deal – with the aim to improve customer journeys through the fusion of artificial intelligence (AI) and big data.

The acquisition, which was announced by both companies earlier today (June 10), will see Tableau’s data visualisation tools baked into Salesforce in order to further...

Marketing dashboards matter: Why marketers must go beyond traditional BI tools

Data is the currency of the modern marketer. The ability to analyse and leverage data from a wide number of sources is crucial when reviewing revenue generation and other key performance indicators tied to greater business goals. With an increasing number of data sources – think social, search, email, events, SMS campaigns and more – and greater demand for interconnectivity, how can marketers best approach data analysis and create the most value beyond the...

By Mike Marriage, 30 May 2019, 0 comments. Categories: Big Data, Data-driven marketing, Personalised Marketing.

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like...

The nuts and bolts: Why B2B marketers shouldn't overlook enhancing their CRM today

As marketers, there is always a focus on results and ROI – it goes with the territory. After all, generating value and leads for clients are what ultimately drives their businesses, and keeps customers happy.

And, when it comes to keeping track, it’s a must for communicators to be savvy when measuring the warm conversations they’re having with positive prospects and existing clientele. So, when analysing elements such as goal conversions – for example...

By Andy McCaul, 16 May 2019, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing.

How privacy has become the new competitive advantage in a world of personalisation

It is almost a year since GDPR came into effect, and what started life as another annoying EU regulation has become a global catalyst for change. Perhaps its most unexpected consequence has been to shine a light and expose the often questionable - but at the same time highly profitable - practices of big tech’s data-by-stealth business model.

GDPR marked out some...

By Peter Matthews, 07 May 2019, 0 comments. Categories: Big Data, Branding, Data-driven marketing, Personalised Marketing.