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.

Don't overlook domains as part of your brand security plans

Cyber threats are having a significant impact on businesses — that much is clear. Budget and resources are being dedicated to securing infrastructure and applications, and educating staff on the dangers of phishing, malware and social engineering. For marketers, cyber security is quickly encroaching on brand protection as a whole, and rightly so. The lines between the two areas are blurring and in the future it is conceivable that the two disciplines are far more integrated than they are now.

But what...

By Akino Chikada, 02 May 2019, 0 comments. Categories: Big Data, Branding, Commerce.

Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.

Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices...

By Grant Coleman, 01 April 2019, 0 comments. Categories: Best Practice, Big Data, Branding, Data-driven marketing.

Getting big data with your Big Mac: McDonald’s acquires personalisation firm Dynamic Yield

McDonald’s is moving into greater personalised customer experiences and automation with the acquisition of Tel Aviv-based Dynamic Yield.

The company, which offers a platform analysing data around recommendations, personalisation and targeting and behavioural messaging among others, said it was ‘thrilled’ to join McDonald’s and play a ‘critical role’ in the fast food chain’s digital transformation...

B2B marketing: It’s time to talk to people, not companies

Over the past decade, the emergence of the digital age has meant that technology has invaded all aspects of our lives — and marketing is no exception. Big data, artificial intelligence, and rapid innovation mean that change is constant, and yet at the same time, we are also experiencing a back-to-basics approach in human-centric thinking.

B2B products and services have a reputation for being boring and hard to understand, and traditional marketing efforts haven’t done much to change this. Now,...

By Joyce Solano, 25 October 2018, 0 comments. Categories: Best Practice, Big Data, Customer Experience.