Do marketers need an automation education?

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Technology is at the heart of everything digital marketing is achieving today, but there are still some subjects that are beyond a subset of marketers.

Automation is one such topic where there is evidence of a knowledge, that is according to research by marketing technology provider Adestra, which revealed more than a quarter of marketers have never heard of marketing automation.

In an era when customer experience is at the heart of everything a marketer does, automation has...

Why shoppers love personalised marketing

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It was a marketing tactic that when first introduced often freaked internet shoppers out. Although product recommendations still surprise some consumers, most have realised that this is not some big brother happening, but a modern marketing technique that can benefit them.

Evidence of this trend can be found in new research that shows how shoppers are increasingly appreciating it, in the US at least. The survey asked US consumers about their views on personalisation and...

By Liz Morrell, 22 January 2015, 0 comments. Categories: Data-driven marketing, Data Science, Email marketing, Personalised Marketing.

Emojis and video: Does your comms strategy need an overhaul for the mobile consumer?

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The emoji heart was, perhaps not surprisingly, the most used ’word’ of 2014. It is the first time that the Global Language Monitor has awarded the title to a symbol, a significant moment for the English language.

New digital formats continue to change communications; text speak was the first widespread digital vernacular and, although it might be out of fashion now, we still use words derived from that language today. We live in an era of images and video,...

How marketers need more integrated tools for cross-channel success

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Marketers want to move away from the complex array of tools they currently use to more interoperable tools for improving their deployment of customer engagement data across devices and channels.

The conclusion comes from a study by Winterberry Group and the IAB entitled Marketing Data Technology: Cutting through the complexity. It found that opinion is divided when choosing between suite or best-of-breed solutions and that marketers say neither completely serves their needs of...

Mobile in omni-channel marketing: A purpose-driven design paradigm

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Janet, a working mother who is elbow deep in household chores, suddenly remembers that her kitchen has run out of cereal. She quickly grabs the tablet lying nearby, and adds cereal on her tablet app, knowing it will sync with the mile-long shopping list she was already building on her smartphone. She loves how she can pick up the experience exactly where she left off, regardless of the place or time. Almost like a conversation with an old friend.

Now, there is a marketer who is...

New tool promises to predict effectiveness of marketing campaigns

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The launch of a new marketing prediction utility could mean marketers throwing away their crystal balls when trying to understand how effective their marketing is.

That is the claim of cloud marketing firm Emarsys, which has launched its new Smart Metrics tool this week. It claims the new solution gives brands the ability to predict revenue, purchase and engagement patterns, making trials and experimenting with campaigns a thing of the past.

The product allows marketers to see,...

By Liz Morrell, 08 January 2015, 0 comments. Categories: Data-driven marketing, Data Science, Email marketing.

Case study: How finance brands use data segmentation to improve the customer journey

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As consumer confidence returns, the rise in people looking for credit provides lenders with a real opportunity. Ensuring those consumers can afford the credit remains top of the agenda, with recent regulatory changes designed to provide stronger protection for the consumer.

The key is for lenders to make the checks needed to satisfy the regulators and protect the customer but to do it in a way that avoids damaging customer experience and driving customers away. So, how can...

Eight reasons why 2015 will be a huge year for mobile marketers

The average person checks their mobile as much as 221 times a day and spends roughly three hours and 16 minutes enjoying mobile content each day. With statistics like this it is clear that consumers are desperate for mobile content and this is a trend that is likely to continue to grow into the new year and beyond.

Mobile’s popularity among consumers and brands continues to rise rapidly. However, despite this increase in interest, so many brands are yet to fully capitalise on the evolving relationship....

Taming big data to make it work harder

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“We have to appeal on a personal level.” We hear this with increasing frequency from today’s modern marketer, who is placing customer centricity and personalisation at the heart of their programmes in a time-poor, competition-heavy, digital environment.

In response to these demands, marketing software developers have handed marketers the keys, creating tools and solutions that generate a wealth of data waiting to be tapped into. But how do you know which piece of the data puzzle is the...

By Simon Robinson, 23 December 2014, 0 comments. Categories: Big Data, Data-driven marketing, Data Science, Personalised Marketing.

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.