Forrester: 15% of marketers currently GDPR compliant

GDPR is getting really close now, and a new report by Forrester suggests that only a small minority of B2B marketing confident that their organisation is currently fully compliant with the new requirements.  

The company interviewed 66 B2B marketing professionals in January and found that 15% think that are completely ready for implementation day on May 25. 18% have not yet settled on a strategy going forward, while the majority consider themselves to be partially ready.

The regulation marks a...

By Colm Hebblethwaite, 19 March 2018, 0 comments. Categories: Data-driven marketing.

Avoiding Frankenclouds - why you need built, not bought

Here’s an interesting question – would you choose a solution that has been purpose built to handle all aspects of a marketer’s needs? Or would you prefer to use a solution that has been created through a variety of sources, in a vain attempt to offer some semblance of an all-encompassing offering, which would you go for?

For some organisations they have no choice but to work with what they have. Those investing in new solutions would likely use the former – let’s explore –...

By Grant Coleman, 19 March 2018, 0 comments. Categories: CRM, Data-driven marketing, Marketing Cloud.

The customer journey: A smooth path?

How many of us follow the same purchasing habits today as we did even five years ago? Very few. How many businesses rely on the same sales and marketing approach as they did five years ago?

More than you would think.

In the rapidly evolving digital era, the rules have been (and are still being) fundamentally rewritten. It used to be the supplier who created interest in their products and services, pushing out information and offers as part of lead generation campaigns. But now it is the consumer who is firmly...

Messenger Broadcast: Social’s tactics to achieving GDPR compliance

Facebook has confirmed that it is privately testing a new platform called Broadcast, which will allow brands to send automated messages en masse to consumers via Messenger.

Whilst the promise of being able to reach the platform’s two billion users may be enticing, marketers need to consider several factors before siphoning 2018’s budgets for the service.

From the outset, it may seem as if Facebook is missing the mark with this latest offering. In...

By Judy Boniface, 27 February 2018, 0 comments. Categories: Big Data, Data-driven marketing.

Third UK consumers will exercise GDPR right to be forgotten

Over a third of British consumers are planning to use their ‘right to be forgotten’ when GDPR comes into effect, according to research by independent media agency the7stars.

In a survey of over 1,000 UK consumers, 34% said that currently want to use their new powers to ensure that companies do not use their personal data for marketing purposes. The research revealed that concerns over data protection and privacy are weighing fairly heavily on the mind of consumers.

Only 19% of those surveyed were...

By Colm Hebblethwaite, 15 February 2018, 0 comments. Categories: Customer Experience, Data-driven marketing.

How to be smarter with customer data audits

Each year, the data that marketing teams hold on their customers will degrade by around 10 – 20%. This is simply because approximately 1% of the population will die, 10% will move house, and email addresses and phone numbers will inevitably change.

Not all data will take the same amount of time to degrade. For example, details on customer segments, products or customer type will all deteriorate at different rates. The age of the data plays a part too. If it is over 3 years old then 30% of customers will...

By Rob Frost, 07 February 2018, 0 comments. Categories: Data-driven marketing, Data Science.

Consent and security: GDPR in the adtech ecosystem

GDPR will come into effect on 25 May 2018, representing the biggest change to data protection across the EU in a decade.

Talking to a lot of advertisers, you could be forgiven for thinking that the sky is falling. But there’s a light at the end of the tunnel, and the change does represent significant opportunities for companies smart enough to take them.

Tiffany Morris is General Counsel & Vice President of Global...

By Colm Hebblethwaite, 06 February 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Programmatic, Publishing.

Why location data matters – even if you’re not a retailer

When people think of geomarketing — the integration of geographical intelligence into different aspects of marketing, like sales or distribution — they usually think of retailers. B2C companies can certainly target customers much more effectively when they know where those customers are. But location-based data can be used by any company, including those targeting businesses. Geomarketing can be used to book meetings, expand a company’s reach, or even find the best market.

Geomarketing opens up...

By Gurvinder Sahni, 30 January 2018, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

UK data market largest in Europe in 2018

The UK data market value will hit £1.1 billion ($1.58 billion) in 2018, making it the second largest data market in the world and the biggest in Europe.

The figures come from, which is part of the Cloud Technologies group who are one of the largest data warehouses in the world, and show a pretty rapid expansion in the UK market. In 2016, the estimated value of the UK data market was £0.7 billion, increasing by 26% to hit £0.9 billion the following year.

The company is...

By Colm Hebblethwaite, 30 January 2018, 0 comments. Categories: Big Data, Data-driven marketing.

Right here, right now: the power of location data

‘Location, location, location’; a phrase coined in the 20th Century in the real-estate sector, but one that’s never been more relevant to advertising. Nearly three quarters of people (73%) now allow apps to access their location, providing exact insight into consumer behaviour on mobile, and a competitive advantage for brands if used intelligently.

Location data is already being used successfully in some industries by established players, trying to fight off disruptors that are masters at using new...

By Amit Dar, 26 January 2018, 0 comments. Categories: Data-driven marketing, Data Science.