Getting started on the data-driven content journey: Machine learning models and upskilling SEO
Lee Wilson, head of services and SEO at Vertical Leap, has had enough of organisations putting together elaborate campaigns, content and metrics which ultimately don’t go anywhere. All that wasted effort from businesses who have the right intentions. So what are the biggest mistakes companies can make?
“Fundamentally, this occurs as...
Netflix and machine learning is one thing - but for the rest of TV, AI is just hype
Artificial intelligence (AI) hype is everywhere. But does AI truly have a place in the TV industry?
Electronics company, LG, is testing smart assistant integration that could streamline TV interaction, meaning it may soon be time to say goodbye to your remote. When it comes to content, the BBC used AI to create programming; with
The SEO/data analyst hybrid: Why you should advocate for data-driven decision making in a content-driven field
The digital landscape is continually evolving—and the major search engines regularly roll out new algorithm updates—so SEO specialists have learned to stay flexible and reactive. As the industry inches closer and closer to relying on comprehensive machine learning, data points, SEO professionals must again evolve with the times. Content was king—and in some sense, it still is—but more and more SEO professionals see the writing on the wall and are...
Data strategies: Fix it, don’t stitch it
The quality of (big) data has for a long time been a crux for CMOs. Instead of creating a true view that positions their brand to make sound decisions, CMOs are having to "stitch together" their data from different sources. They’re creating data Frankenstein monsters from different warehouses, assembling disparate findings, and failing to optimise decisions around the...
Yannic Pluymackers, CMO, Lastminute.com: On management and creating moments for users
You don’t have to be a data scientist to be a CMO these days, but it helps.
That might be stretching the idiom a bit – but a data-centric background certainly hasn’t hindered Yannic Pluymackers. The chief marketing officer of Lastminute.com for more than two years – while admitting he is no data scientist himself – studied economics and statistics at university, and feels being conversant in these disciplines is...
A marketer’s dilemma: Overcoming the challenges of the data disconnect
Few businesses can thrive without using their data effectively these days — and in marketing, data is particularly foundational. Despite its importance, that doesn’t mean the process of gathering and using this information is easy or simple (few things ever are) and it’s certainly not fail-proof. There’s always room for human error.
When collected and analysed effectively, data delivers insights that...
The five tenets of clean data: Preparing chatbot data for marketing personalisation
Organisations are already using live web chat – and increasingly chatbots – as a critical sales and customer support channel. Gartner says over 80% of companies offer some form of live chat on their website or mobile applications in order to interact with customers, and the chatbot market is likely to grow to $994 million by 2024
Could machine learning provide the key to measuring a customer journey?
Customer journeys help to increase positive results in all customer related KPIs, but in large enterprises and public organisations, the rule is if you cannot measure it, you cannot improve it. How do we measure commitment to a brand and products – and how do we score KPIs that need to be improved upon?
A recent report by McKinsey indicates that customer journeys are 30% more...
Consumer data responsibility lies with head of IT, say third of marketers
With consumer data now considered the fundamental bedrock of digital advertising and minds sharpened by the recent introduction of GDPR, you’d think marketers would have a firm grasp on where responsibility for it sits within their organisations. Wouldn’t you?
In fact, while the majority of marketers consider data use a “very important” aspect of business growth, there seems to be an ongoing conflict when it comes to who should be in charge of it.
A study by the global association for...