If you want to disrupt – listen to the haters

Meet the 2017 CNBC Disruptor 50 companies. All CMOs who read this list do so hoping none of the companies on it are targeting their industries.

Disruptors aren’t interested in playing nice; they want to change the game. Enterprise leaders facing disruptive startups could find themselves outgunned if they don’t learn how to navigate a new type of battlefield.

Gillette was 

By Darshan Mehta, 03 April 2018, 0 comments. Categories: Best Practice, Customer Experience, Data-driven marketing.

Here’s how we can really ‘fix Facebook’

Facebook seems to have a good way of dealing with issues. They deal with them before they happen. Following the Cambridge Analytica data breach, they claimed this couldn’t happen on Facebook today. Job done.

Likewise, Google were easily able to solve the brand safety concerns on YouTube with a few tweaks to their algorithm last year. Not to mention, they’ve also recently solved the fake news problem with their Google News Initiative.

Of course, the problem with these solutions is the continued...

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.