Getting data management right: Using data to understand your customer base


Fragmentation – it’s one of digital marketing’s biggest hurdles. As defining customers becomes increasingly difficult, brands across the UK are looking to understand and segment their audiences recognising that it is essential for brands.

With so many channels available for businesses to speak to their audience, there is more data available on customers than ever before. But where do businesses begin when it comes to breaking down all of this data to truly understand...

By Wojciech Bednarz, 11 January 2017, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science.

How the younger generation is shaping data protection

According to one keynote speaker at the DMA’s Data Protection Update, social media is dead. This half-day event showcased the challenges and successes of various businesses’ data management strategies, and this statement really grabbed my attention.

As an avid Instagrammer, Twitter follower and Facebook fanatic, this was news to me. Whilst I don’t personally agree with the speaker’s comments, I do believe that the way we use social media has changed.

I’m part of the...

By Louise Read, 06 January 2017, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing.

Why 2017 should be the year you get serious about data protection

2016 has changed the world we live in. Between the Brexit vote and final confirmation of the General Data Protection Regulations (GDPR) the last 12 months has posed some interesting challenges for the industry to address in the years to come.

With discussions around PECR now into full swing too marketers must start to look forward and ask themselves the difficult question: “Am I ready for the new world of data protection?”

Earlier last year, we conducted some research with Adestra into the use of...

By Jane Cave, 22 December 2016, 0 comments. Categories: Data-driven marketing, Data Science.

The dawn of data: How Brexit will disrupt the marketing mix


We marketers are easily spooked.

We saw this when the recession hit – both brands and agencies alike soon started prioritising tried-and-tested concepts over bold or provocative ideas.

I can understand why; mitigating risk makes sound business sense. However, it can also accelerate a downward spiral. Replaying proven ideas leads to mediocre work, which in turn can result in unhappy clients. It’s only a matter of time before profits start to slide. 

This is one of the (many)...

By Mark Runacus, 19 December 2016, 0 comments. Categories: Data Science.

How to get the most out of your data this Christmas

The John Lewis advert is out, the mince pies are on the shelf and Wizzard is on repeat -  its official, Christmas is well on its way.

The busiest shopping period of the year has started. This should be music to the ears of marketers, as consumers are never more willing to spend their money, and opportunities to maximise new business are aplenty.

But, as consumers are bombarded with advertising and marketing telling them which gifts, turkeys and Christmas party outfits to buy, it has never been more...

By Steve McNicholas, 19 December 2016, 0 comments. Categories: Data-driven marketing, Data Science.

How to unlock the power of unstructured data


Marketers know well that leveraging the right data can unlock unprecedented insights into their target audience, enabling personal and exceptional experiences.

Around 53% of organisations say data-driven marketing was their top strategic priority for 2016, while 81% of global marketers describe data as important to their efforts.

And there’s plenty of data to get your hands on. With the rise of the Internet of Things (IoT), there‘s been an...

By Adam Howatson, 12 December 2016, 0 comments. Categories: Big Data, Data Science.

What is call intelligence and why will it matter in 2017?

The customer path to purchase from a brand, is complex. In part, this is due to personal preferences – how an individual consumer chooses to engage or transact.

But, add to this a plethora of available communication channels, devices and marketing tech solutions, and it’s no wonder the job of a marketer is tough.

Invariably, the goal behind every activity is to leverage and make sense of big data, to obtain a single customer view. That’s why we, as marketers, use an arsenal of digital tools...

By Nick Ashmore, 02 December 2016, 0 comments. Categories: Big Data, Data Science.

How can digital marketers prove their worth?

Marketers are increasingly demanding more budget for digital channels, but what have they got to show for it? This is the question today’s marketers are facing, and they’re often woefully incapable of answering it effectively. 

While marketers have made strides in measuring the ROI from channels directing traffic to the website, they’re far less savvy in measuring the success of their own website, and often have no real visibility of how their site is performing and how that performance...

By Duncan Keene, 24 November 2016, 1 comment. Categories: Data Science.

Never underestimate the importance of good marketing data


If you’ve ever been caught out with less-than-promised mobile performance, join a growing club. Mobile and broadband providers face increasing scrutiny of experiences promised in advertising and marketing campaigns.

From speed and coverage to reliability and cost, connected consumers are paying close attention to the performance they receive and challenging shortcomings.

This is fuelled by apps and speed tests that allow consumers to easily check performance on the spot, combined with...

By Scott Stonham, 23 November 2016, 0 comments. Categories: Big Data, Data Science.

Predictive analytics: Better than surveys?


Surveys and other traditional customer feedback tools have always served a valuable business function, and this is unlikely to change soon.

These tools provide an important baseline of customer opinions and issues. Alongside good closed-loop recovery processes surveys make it possible to reach out and respond quickly to customers’ needs.

However, this type of customer data is inherently limited. With response rates typically only 5 to 10 percent of total customer bases, there is a...

By Jeremy Griffiths, 21 November 2016, 0 comments. Categories: Data-driven marketing, Data Science.