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.

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.

Spotting patterns in A/B testing: The difference between making and losing money

Wrongly interpreting the patterns in your A/B test results can not only lose you money, it can lead you to make changes to your site that actually harm your conversion rate.

Correctly interpreting patterns in results will mean you learn more from each test you run, give you confidence that you are only making positive changes, and help you turn any losing tests into future winners.

The results of A/B tests will generally fall into one of five distinct patterns. Learn to spot these patterns, follow...

By Kyle Hearnshaw, 11 October 2017, 0 comments. Categories: Data-driven marketing, Data Science.

New technology uses subliminal facial expressions to decipher human emotion and personality traits

New software from ‘artificial emotional intelligence’ (AEI) company Human has the ability to recognise and track human emotions and characteristics in real time.

The technology looks at an individual’s subliminal facial expressions, those little ticks, twitches and micro-gestures that a person is not aware that they are making, but paint a detailed picture of their mental state.

The software is the first of its kind, and looks to take a brave new step from facial...

By Colm Hebblethwaite, 10 October 2017, 0 comments. Categories: Data-driven marketing, Data Science.

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.

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.

Lack of data science skills holding marketers back

40% of marketers think that a lack of analytical and data science skills is a major challenge to their customer contact strategies, according to research by Jaywing.

The survey of 250 managerial and c-level marketers found that many perceive this skill gap is preventing businesses from delivering personalised customer experiences and accurately calculating their ROI.

While 92% of respondents agreed that data management is important for their business, 40% think that a lack of analytical...

By Colm Hebblethwaite, 03 May 2017, 0 comments. Categories: Data Science.

Convincing worriers and sceptics: Who are the people new technologies need to sway to go mainstream?

Many recent technological advancements, which may have seemed outlandish even five years ago, have started to enter the mainstream.

Take fingerprint recognition on smartphones – an advancement which has come so far that now 64% of us would consider using it to access our bank accounts.

Yet for all the innovations that become part of our everyday lives, there are others – such as Google Glass and 3D TVs – which fail to make the same impact.

for all the innovations that become part of our everyday...

By Oliver Griffiths, 28 April 2017, 0 comments. Categories: Data Science, Personalised Marketing.

20% of businesses think GDPR non-compliance could shut them down

86% of businesses worldwide report the potential negative consequences of non-compliance with the upcoming EU General Data Protection Regulation (GDRP) as a major concern, according to Veritas Technologies.  

The Veritas 2017 GDPR Report surveyed 900 business decision makers and found that 20% think that non-compliance could end up putting them out of business.

The risks of non-compliance with the new set of regulations, due for introduction in 25 May...

By Colm Hebblethwaite, 27 April 2017, 0 comments. Categories: Customer Experience, Data Science.

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.