Is big data really the future of marketing?

Marketing data is evolving: from the generic to the specific; from market trends to individual habits and from historic actions to real-time engagement.

We are moving on from knowing that millennials aged 25 to 30 replace their mobile phone on average every 2.5 years. We move to knowing that William replaces his Android three months after new major features are established, keeping a general eye on new developments and looking for upgrade deals from his service provider.

We also know that Claire pre-orders...

By John Fleming, 21 November 2016, 1 comment. Categories: Data-driven marketing, Data Science.

Why marketing agency producers need to be more creative than ever

(c)iStock/Jacob Ammentorp Lund

After months of planning, creative development and focus groups, going into production today can be a moment of both terror and excitement.

The explosion of new platforms, programmatic, expansion of digital and the need for brands to be publishers, the question on everybody’s mind is: “How are we going to make it?”

Great ideas, lost in complex bidding

The challenge for the industry is that most agency producers have been trained to focus on the creative side,...

By Sergio Lopez, 17 November 2016, 1 comment. Categories: Data-driven marketing, Data Science.

How a new measurement approach can help identify the best customers

When 81% of people have smartphones, and one third are mobile-only, it’s safe to say that the audience for content on the move and apps has grown. The data tells us that 86% of smartphone owners are regular users: accessing mobile apps every day.

This behaviour heightens the importance for content providers, app publishers, and advertisers to more closely monitor consumer mobile usage patterns every day.

Many companies are finding that traditional audience measurement services are grossly lacking for...

By Michael Read, 16 November 2016, 0 comments. Categories: Customer Experience, Data Science.

How to calm consumers' fears about AI and data privacy

(c)iStock.com/SolisImages

There is little doubt that artificial intelligence (AI) is shaping the future of the retail market. Recently, Macy’s announced it was testing an AI-powered in-store app that enables shoppers to get answers based on the store they are physically shopping in, rather than having to find a sales associate.

Sephora also jumped on the AI bandwagon when it launched a chatbot on messaging app Kik earlier this year, aimed at providing customers with personalised makeup tips and...

By Cosmas Wong, 10 October 2016, 0 comments. Categories: Data-driven marketing, Data Science.

How data analysis became the new social media marketing

(c)iStock.com/shironosov

With every new automation platform, marketing metric and social media site, the day-to-day roles and responsibilities of marketers have grown increasingly complex.

To understand traditional marketing (promoting the right product, in the right place, for the right price) is no longer enough.

Today’s marketers must be experts in everything from SEO, advertising and PR, right through to graphics design. Even basic web coding skills are increasingly becoming a must-have string on...

By Anthony Botibol, 10 October 2016, 0 comments. Categories: Data-driven marketing, Data Science.

How to improve the relationship between marketers and data scientists

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A decade ago, few businesses had heard of data scientists, let alone employed one. 

Yet as an invisible revolution in technological tools has transformed every aspect of modern marketing, their skills have become essential to decode complex audience behaviour and turn disordered information into effective strategy.

Data science expertise is now in high demand. The vast majority (83%) of data scientists believe there aren’t enough...

By Dr Coralie Petermann, 05 October 2016, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

How a unified data strategy unlocks hidden sales opportunities

(c)iStock.com/Bercutt

Dissect almost any broken or damaged relationship, and you will find a breakdown in communication:

  • The partner who feels unloved;
  • The surprise resignation of the star salesperson who feels taken for granted;
  • The employee who is injured because of inadequate training; and
  • The community who is aggrieved because they don’t feel they were consulted.

All are the results of bad or non-existent communication.

These communication failures can be even worse when third parties are involved. They impose personal opinions, politics and Chinese whispers which all...

By Jakob Bignert, 04 October 2016, 0 comments. Categories: Commerce, Data-driven marketing, Data Science, E-Commerce.

Seize the moment: How to leverage trigger-based marketing

(c)iStock.com/&#169 Dave Lewis

Imagine a world where you are always prepared. No matter what the circumstance, no matter what’s thrown at you, you’re ready.

Spilled coffee on yourself during the morning commute? No problem. Extra shirt in the trunk. Called in for a last-minute presentation? No sweat. You’ve got a stack of collateral and a PowerPoint queued up.

Life is full of unpredictable moments; this is a reality for both consumers and brands. How then can digital marketing replicate...

By David Barker, 27 September 2016, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

Sentient launches AI based conversion rate optimisation tool

(c)Sentient 

Manual A/B testing could be becoming a thing of the past, thanks to new, emerging tech such as Sentient Technologies' AI based conversion rate optimisation solution. 

AI has been making its way into mainstream business for a while now, with popular tech such as IBM Watson shaking things up for the marketing world. 

But having artificial intelligence make things that speedier (100 times over current A/B and multivariate testing solutions, the company claims), is quite an everyday,...

By Rachael Power, 19 September 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Emotions and biometric tech: The next wave of personalised customer experiences

Marketers have long been talking about the importance of personalisation, and many are now starting to make use of big data analytics as a way to personalise campaigns and generate positive results.

According to a CMO Council survey last year, 43% of marketers said personalisation led to more conversions. Clearly it’s proven its value and is here to stay.

By Gawain Morrison, 16 September 2016, 0 comments. Categories: Customer Experience, Data Science.