Machine learning: The factors to consider for marketing success

Adoption of machine learning is moving up a gear. From diagnosing diseases, to driving cars, to stopping crime, the ability of machines to learn from data and apply those learnings to solve real problems is being leveraged all around us at an accelerating pace.

As data volumes continue to grow, along with advances in computational science, machine learning is poised to become the next great technological revolution.

Digital marketing represents one of the most exciting arenas where machine learning is being...

By Ari Buchalter, 05 September 2016, 0 comments. Categories: Big Data, Data Science.

Why every marketing department needs a data scientist

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We’ve all heard how the never-ending repository of big data holds the answer to every marketing question imagined. In many ways, this is true.

What’s also true is that with so much data coming from everywhere, marketers can struggle to steer creative campaigns in the right direction. This begs the question: Does every marketing department need a data scientist?

Increasingly, organisations are waking up to this idea. According to a recent report from Procorre, across...

By Steve McNicholas, 25 August 2016, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

Why AI should excite rather than scare marketers

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When you mention AI or machine learning to people in the marketing world, you will often get a quip that references a science fiction film and the end of humanity, (usually a reference to Skynet and Terminator, or from HAL in 2001: A Space Odyssey).

Is this sci-fi prophecy of doom merited? Pedro Domingos, professor of data science at the University of Washington, says it best when he comments: “People worry that computers will get too smart and take over the world, but the...

By Mark Varley, 15 August 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Yieldify launches new insight generation tool Predict and Convert

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Conversion optimisation company Yieldify has launched a new business insight product, Predict and Convert.

The tool uses data from over 25,000 Yieldify campaigns and 4.5 billion user interactions to identify an opportunity for an onsite remarketing campaign, accurately predict its outcome and then optimise its performance.

The insights include detailed funnel reports and industry benchmarking, showing where visitor progression can be improved by a campaign.

Yieldify uses data...

By Rachael Power, 11 August 2016, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

Marketers: Why you should get to grips with buyer behaviour

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Today’s ever busy ‘always on’ landscape means there’s never been a more important time for marketers to get to grips with buyer behaviour.

It’s a must if their products or services are to be successful. Failure to acknowledge the buyer journey makes it near impossible to sell anything particularly when it comes to B2B audiences.

Customer tracking technology often focuses on specific touchpoints. However, if marketers are to attain the depth of...

By James Foulkes, 08 August 2016, 0 comments. Categories: Customer Experience, Data Science.

Shoppers want retailers to improve in-store customer experience with tech

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Retailers are under the spotlight from consumers to provide smoother shopping experiences. Customer experience, both on and offline is a vastly important part of your marketing efforts, as - if positive - ensures return custom. 

According to a survey of over 2,500 UK consumers by Worldpay, there are a lot of frustrations out there when it comes to shopping. 

The most...

By Rachael Power, 04 August 2016, 0 comments. Categories: Data Science.

Why data is key to account based marketing

Account based marketing (ABM) is something of a buzzword in the marketing industry at the moment, but many marketers still don’t fully grasp how crucial it is to use data properly when implementing an effective strategy.

Time and time again I have seen marketers rush the initial phase of the process (that is, getting to know their markets and accounts) and then wonder why they aren’t getting the desired outcomes.

It seems perfectly obvious to me that data should be the foundation on which...

By Paul Charmatz, 03 August 2016, 0 comments. Categories: Big Data, Data Science.

How digital marketers can use business intelligence tools

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In 2014, we noticed an increasing amount of time was being spent on data discrepancies. So, we decided to investigate just how much time and money was being wasted by the media department on eliminating manual and/or third party data discrepancies.

We weren’t quite prepared for the results.

The research showed we had an average of ten data reporting errors every week (internal and third party). Each of those errors took on average three hours to locate and fix, costing us more...

By Dave Shiell, 20 July 2016, 1 comment. Categories: Data-driven marketing, Data Science.

Digital marketing: Why we need to talk about data

It’s been quite a number of years since marketing departments embraced digital technologies, and Omobono has been tracking their activities for the last six of them. 

Our What Works Where in B2B Digital Marketing study has, over the years, engaged over 400 senior B2B marketers on the subject of how they spend their digital dollars against their core marketing objectives and just how they judge and measure its effectiveness. 

Over the years we see consistent behaviours – with the bulk of the spend...

By Fran Brosan, 15 July 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Poor digital experiences lead to lost customers, research suggests

A poor digital experience is losing customers for businesses that fail to invest, according to research from Actual Experience.

With digital content now key in terms of digital marketing strategies a failure to deliver such content in a quality manner will lose customers. Actual Experience’s report shows that nearly 80% of business leaders have admitted switching to a competitor and aborting shopping online because of a poor digital experience.

Customer churn is seen as the number one fallout for more...