Pushing content at consumers doesn’t work, report finds

Pushing content at consumers doesn’t work, says a new report from Rapt Media. It says that consumers want to discover content on their own rather than have it forced upon them and can even resent brands that do.

In a survey of more than 1,000 consumers in the US, the analyis showed that 95% of consumers take action to avoid seeing or receiving ads and two-thirds do so regularly.

57% of millennials blocked ad content because it was too pushy

More than half (55%) of consumers say such content is not...

By Liz Morrell, 18 May 2016, 0 comments. Categories: Advertising, Content Marketing, Customer Experience, Data Science.

Adobe announces new advertising and data science capabilities at its 2016 EMEA Summit


Day one of the Adobe EMEA Summit held some pretty big product additions for the martech giant, namely its  new advertising and data science capabilities.

Personalisation and contextualisation are two big topics in the arena right now, and Adobe’s no exception when it comes to updating its products to deliver these capabilities.

On average, Europeans now own on average six connected devices, three of which they...

By Rachael Power, 11 May 2016, 0 comments. Categories: Advertising Technology, Data Science.

Data management platforms are becoming the norm - but challenges remain


As marketers fight to keep on top of their data a new survey shows that more than two-thirds (68%) of European brands, agencies and publishers now use a data management platform to look after their data  - a number that’s set to increase to 92% by 2018.

The study, by ExchangeWire and Weborama, showed that five years after their introduction they have become a digital marketing staple. More than three quarters (76%) of publishers and 75% of trading desks already use DMPs to...

By Liz Morrell, 14 April 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Which half of my marketing campaign is being defrauded?


Famously, American marketing pioneer John Wanamaker (or was it William Lever of Unilever?) is alleged to have said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." If he were alive today, Wanamaker would probably say “Most of the money I spend on digital advertising is wasted, I don’t know what’s effective, and I’m pretty sure I’m being defrauded.”

The attribution problem in digital marketing has been...

By Mike Weston, 22 January 2016, 1 comment. Categories: Advertising, Advertising Technology, Data Science.

Data science, IoT, and ad blockers: How will data impact the marketing sector in 2016?


We’re fast approaching the end of the year, so it’s time for the annual tradition of crystal ball gazing. As our favourite Danish proverb says: “Making predictions is a dangerous activity, especially when they concern the future.” Nevertheless, I’m going to stick my neck on the line and look at what 2016 could have in store for marketing professionals, particularly in relation to using data.

A quick scan of articles that came out around this time last year making...

Why the data scientist is the most coveted new employee


It has been dubbed the sexiest job of the 21st century, and if a recent study from RJMetrics is to be believed it’s certainly an increasingly popular role - but what is the true role of the data scientist today?

The RJMetrics study, published in October, claimed that the number of data scientists has doubled over the past four years with more than 11,400 data scientists identifying themselves as such on LinkedIn alone, nearly half of whom are in the US.

“Companies are...

By Liz Morrell, 16 November 2015, 0 comments. Categories: Data-driven marketing, Data Science.

How to reach today’s B2B buyer: A hybrid sales and marketing model


Today’s buyer wields more power than ever before. They enjoy access to more information and are better informed about your company and products. Not only this, but they are more knowledgeable than ever before because they spend more time doing self-guided research.

The art of the cold call is dead to today’s buyer – they have fortressed themselves from intrusive sales tactics. They expect salespeople to have some knowledge of what they are interested in, and looking...

By Martin Moran, 11 November 2015, 2 comments. Categories: Automation, Data-driven marketing, Data Science.

Marketers need to do more to deliver holistic customer journey approach


Marketers need to better integrate their marketing tech if they want to better deliver on a holistic customer journey approach to their marketing, according to a new whitepaper from Yieldr.

The approach is needed if they are to be successful since consumers are making more informed decisions and consulting more sources through more channels than ever. And yet some companies fail to do enough, the company claims. “Incorporating a DMP (data management platform) into your...

How harnessing customer data can help you optimise digital commerce performance


Do you know your customers? Do you really know them? Do you know each of them well enough to answer questions about a single shopper’s purchase history, demographics, and preferences? Probably not. But you can know them that well. And it’s likely you already have all the information you need to answer these questions.

The problem is, that information isn’t only in one place where it’s accessible and easy to analyse....

By Robert Brodie, 13 October 2015, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Data Science, E-Commerce.