How forensic analysis helps understand why a marketing campaign failed

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Like most I never win every bid I present, but as with baseball if you average a hit one out of each three times you are at bat, that .333 batting average will make you a perennial All-Star. You will be above the rest and yet close enough to the top to still go for the gold.

In the last 18 months a strange phenomenon (for me) has occurred. Many of the integrated marketing programmes that I bid on and did not win have been reassigned to me after the programme was assigned to another...

Google gives Adwords an omni-channel injection

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Search company Google has announced that it will soon be rolling out AdWords improvements to better measure in-store visits in the Estimated Total Conversions (ETC) tool.

In an effort to assist marketers with targeting the increasingly complex paths to purchase that consumers take, Google is letting advertisers link AdWords with My Business to get more insights on search campaigns.

When announcing the new AdWords feature on its blog, Google explained how brick and mortar still had a...

What will be the big trends for data-driven marketing in 2015?

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In 2014 online retail sales in the UK rose by 15.8% in 2014 (fetching a healthy £45 billion ). In 2015 this figure is expected to grow even further, increasing a burgeoning part of the UK’s economic recovery.

This rise in sales is not just due to global economic factors technology advances in data-driven marketing, mobile and in-store technology have truly transformed online storefronts and the local high-street.

2014 was certainly the year when multi-channel,...

Yandex offers to turn enterprise big data into strategic insights

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Search engine Yandex is giving enterprise businesses the chance to use its machine-learning technologies to transform unstructured data into valuable insights.

With Yandex Data Factory, enterprise companies can manipulate big data to boost sales, make their business more cost efficient, predict product demand and overhaul any audience targeting technology they currently use.

Yandex Data Factory is based on MatrixNet, the firm’s machine-learning technology, which deciphers...

By Simon Holland, 10 December 2014, 0 comments. Categories: Automation, Big Data, Data-driven marketing, Data Science, Personalised Marketing.

Five ways to make contextual data work for you this Christmas

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Many retailers seem to be oblivious to the role e-commerce and specifically contextual marketing is set to play in Christmas spending this year, with 40% of physical sales digitally influenced and click-and-collect almost doubling to £2.5bn, boosting sales over the festive season to £42.2bn, according to new research by Deloitte.

If you are a retailer, this time of year signals the start of a high-volume, high-stakes opportunity for your business and one in which your...

Marketers: Are you scientists or artists?

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If you search for “marketing degree” in Google, you will find that there is a lot of confusion around whether the discipline is an art or a science. At some Universities like Essex, Portsmouth, and Worcester, the degree qualifies as a Batchelor of the Arts and yet, at other establishments such as Newcastle, Bournemouth and Lancaster, you can earn yourself a Batchelor of Science.

This divide in a marketer's beginnings are amplified once in the profession. Many would...

Majority of social sharing data is beyond marketers’ reach

Marketers can track everything on the major social networks, but that only represents a small portion of web 2.0 sharing activity.

Advertising platform RadiumOne recently uncovered a whole new subsection that it has labelled dark social, a term used to describe what cannot be measured by analytics software including online chat and even email.

In The Light And Dark Of Social Sharing Report RadiumOne used its own data analysis to disclose that public sharing accounted for 31% and dark social 69%,...

By Simon Holland, 04 December 2014, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing, Web Analytics.

Avoid these seven cardinal sins of conversion at all costs

Getting traffic to your website is only half the battle, it is what you do with it once it is there that counts. If you are finding that you have a very high bounce rate and people are simply not interacting and converting on your site then you may be committing one of conversion’s cardinal sins.

1. Lust

This burning desire often occurs when there is a product that you simply cannot live without. Realistically this is what your conversion needs to be highlighting. This is the cardinal sin you need to be...

Nearly half of all online ads are not viewable, Google reveals

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Google has been busy delving into its Active View data to find out how well online advertising has been performing and the search company’s findings will not make pleasant reading for publishers or advertisers.

Active View, Google’s tracking metric for viewable ads, reported that 56.1% of all served ads are not measured viewable, however the average publisher’s viewability works out at 50.2%.

In a blog post where Google announced the results, the company reasoned...

By Simon Holland, 03 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Web Analytics.

Less talk and more action when integrating Marketing with IT, says study

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We have heard about the need for interdepartmental collaboration, but a new 2014 report from Forrester CMOs And CIOs Must Turn Collaboration Into Action published this month points out that there needs to be less talking and more action. 

The report follows this year’s annual survey by Forrester and Forbes Insights of 308 marketing and tech management leaders to understand how CMOs and CIOS are collaborating across four core dimensions: people, process, technology, and...

By Liz Morrell, 26 November 2014, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing, Data Science.