One year until GDPR: What experts are saying

The looming EU General Data Protection Regulation (EU GDPR) body of regulations will come into effect one year from today.

EU GDPR is a group of rules designed to coordinate data protection laws across Europe that is set to become legal requirements from 25 May 2018.

The fines associated with EU GDPR can be as high as €20 million or 4% of global turnover.

The introduction of the regulations is set to shake up the way that many businesses, both within the EU and external to it, do business, interact with...

By Colm Hebblethwaite, 25 May 2017, 0 comments. Categories: Big Data, Data-driven marketing.

Are we entering the era of ‘Collaborative Exchanges’?

Is the era of organisation-led customer interactions being replaced by a system where the locus of control is negotiated between brands and consumers in collaboration?

A new report, titled From UX to CX: Rethinking the Digital User Experience as a Collaborative Exchange, from the MIT Initiative on the Digital Economy and Capgemini Consulting contends that we are entering a new era: that of ‘collaborative exchanges’ (CX).

Based on two years of research with customer-facing organisations and analysis of the ways...

By Colm Hebblethwaite, 24 May 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

How contextual marketing will help your brand

Brands today operate in the most dynamic and data-driven marketplace that has ever existed. The ubiquity of devices, coupled with a hyper-connected culture has changed the fundamental nature of consumer-brand relationships.

Technology proliferation and unprecedented choice has redefined consumer expectations and what brands can provide.

This new cohort of consumers have earned the label of “entitled” – they expect relevant communications that speak directly to their needs in any given...

By Christopher Baldwin, 15 May 2017, 0 comments. Categories: Content Marketing, Data-driven marketing.

Goodbye big data, hello good data? Why data quality is king

Almost a quarter (23%) of all the data organisations hold is believed to be inaccurate, according to our Experian Global Data Management Research 2016.

39% have 50 or more databases of contact data, up from 10% in 2014.

When it comes to data quality, 2017 will be a challenging year, with organisations across the board striving to address the challenges of open data and the pressures of new regulations.

Accurate and effective execution - particularly in marketing – depends on high quality data....

By Jason Goodwin, 11 May 2017, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

Audience IDs to account for two-thirds of UK online ad spend by 2020

Cross-device audience ID matching will make up 58% of total UK online spend by 2020, up from 28% in 2016 according to Yahoo UK and Enders Analysis.

In a new report, the multinational technology company focuses on the role that audience IDs will play in marketing.

Audience IDs are online identity profiles that combine data from identifiers such as loyalty programmes, in-app trackers and payment technologies to give a ‘single view’ of a consumer across different channels and devices.

The report...

By Colm Hebblethwaite, 04 May 2017, 0 comments. Categories: Advertising Technology, Data-driven marketing.

WEATHERfx puts weather data into marketing decision making

The Weather Company has announced an innovative collaboration with LiveRamp to allow marketers to integrate real-time weather data into their omnichannel campaigns.

For those marketers who are concerned with engaging people with relevant and timely experiences, the effect that weather has on consumer behaviour is often over-looked.

“Weather conditions impact a vast number of consumer decisions,” said Luke McGuiness, LiveRamp’s head of data partnerships.

“The Weather Company has one of...

By Colm Hebblethwaite, 24 April 2017, 0 comments. Categories: Data-driven marketing, Data Science.

50% of marketing materials sent out are irrelevant to recipient

50% of people who receive marketing materials over the internet or by phone say that it is never of relevance to them, according to the Chartered Institute of Marketing (CIM).

Of the 2,000 UK adults surveyed, 42% say they receive marketing material via social media daily. 36% report receiving phone calls once a week or more.

A high proportion of this material is irrelevant to the individual receiving it. 61% have been sent promotional materials for a hobby or interest they don’t have,...

By Colm Hebblethwaite, 20 April 2017, 0 comments. Categories: Campaigns, Data-driven marketing.

5 easy ways to get more out of your B2B marketing data

Data drives decision-making in several industries. It provides cover, establishes trends, and points toward outlooks. So why, according to a PricewaterhouseCoopers study, do 62% of executives rely on their experiences instead of empirical evidence?

The answer may reside in the data itself. Executives either don’t have the information they need, or it isn’t in a useful format.

There’s also the potential for too much data,...

By Jonathan Gray, 19 April 2017, 0 comments. Categories: Advertising Technology, Big Data, Data-driven marketing, Data Science.

AI and data are the key to creating the best customer moments

On-demand services are rapidly changing the way we experience every part of our lives.

For example, with television today we have far more choice as to how, where and when we consume content. Rather than waiting for closure on a ‘cliff-hanger’ from last week’s episode, you can now advance the plot instantly via Netflix or Amazon Prime.

If traditional media networks don’t evolve their customer experience to meet modern-viewing demands now, they risk falling behind their savvier...

By Eric Berridge, 11 April 2017, 0 comments. Categories: Data-driven marketing.

The Art of Conversation: avoiding short-termism

Ever taken a short cut? Even though you know it’s a quick fix and that you’re probably storing up problems for further down the line? Yeah, you know what I’m talking about.

Like that time when you super-glued the kitchen table back together, instead of getting out your toolbox. Or when you bought cheap trousers the day before your holiday, knowing they would likely split before the week was out.

It’s the same at work.

Marketers are often pushed for quick wins and instant results, in...

By Jason Hemingway, 10 April 2017, 0 comments. Categories: Campaigns, Data-driven marketing, Social Media Marketing.