Why marketers need to get more visual in a world of data overload

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In a world of data overload, the stress of trying to wade through all the information we are inundated on an everyday basis as consumers can be overwhelming. And it’s a big problem. New research by Esri UK suggests that more than a third of Brits feel stressed daily thanks to the amount of data that they receive.

And much of it is thanks to irrelevant marketing communications and spam email – a cause of stress by data overload for nearly half of all Brits (47%). The study,...

By Liz Morrell, 09 October 2015, 0 comments. Categories: Data-driven marketing, Data Science, Web Analytics.

YouTube data addition improves Lithium’s Klout

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Lithium Technologies has furthered the reach of its online influence measurement system Klout with the addition of YouTube data to the mix. The move comes a year after Lithium’s purchase of Klout for a reported $200 million.  

The Klout Score system allows individuals and brands to gauge and track their impact on social channels which now includes nine different networks on the system – including Facebook, Twitter, Google+...

By Liz Morrell, 21 September 2015, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing.

Big data and personalisation truly comes of age: The next steps for the CMO

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On October 24 1994 the banner ad was born. Wired Magazine’s predecessor, Hotwired.com came into being and hosted a banner ad produced by AT&T. You can still see the advert at thefirstbannerad.com. Turning to the present day, with smart devices infiltrating ever corner of our lives, big data has come of age.

What does this mean for marketing?

Customer centricity, personalisation, and really understanding your customer are all good ingredients for...

The future of marketing analytics: How can brands better understand their customers?

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Today’s tech-savvy consumers demand smarter apps that inform them with helpful information, connect them to tailored offers or experiences (or peers) and ultimately motivate them by using data to drive behaviour - like the best fitness trackers. This means that for marketers, good campaign design increasingly starts with the data, and in the near future will be about the interaction “device” rather than the channel or place.

It also means that despite all the hype around social media and mobile and...

By Allen Bonde, 30 June 2015, 1 comment. Categories: Big Data, Campaigns, Data-driven marketing, Data Science, Web Analytics.

The CMO and chief marketing technologist: A match made in data heaven?

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As marketing becomes ever-more data-driven, the need for technology-savvy CMOs and heads of marketing is increasingly apparent. It's not a new concern: back in 2012, Gartner said that in five years, the CMO would spend more on IT than the CIO.

Three years hence, the figures may not be bang on, but the trend certainly is. Here's another, more recent Gartner finding. 81% of large organisations - those who make more than $500m in revenue each year - hire 'chief marketing technologists'...

By James Bourne, 01 June 2015, 0 comments. Categories: CRM, Data-driven marketing, Data Science, Personalised Marketing.

Big data: A marketer’s best strategy for driving relevant personalised interactions

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Even though data is what powers the insights and actions that drive meaningful customer engagement, most marketers don’t understand how to manage – much less capitalise on – their data.

Now along comes big data. We’re not just talking about a lot of data with big data; we’re talking about data in formats like real time click streams, geo data, social conversations, and images that don’t easily fit into traditional data formats.  What are marketers...

By Carol Wolicki, 24 April 2015, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

The correct use of data for marketers: Big, little, or nearly any thing in between

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As a dedicated integrated media and marketing technologist long supporting the advent of personalised marketing (aka database marketing, perhaps aka as scientific marketing), I clearly see the use of data, clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”

Two sides of the...

By Thaddeus Kubis, 09 April 2015, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Data Science.

Marketers drowning in data hampers optimisation of customer experience

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In an increasingly competitive world global marketers almost unanimously agree that the optimisation of customer experiences is key. 96% said that they felt it was important, with 41% claiming that it was a high priority for their business, according to a new study from Ensighten and Econsultancy.

Higher engagement

Its reasons are clear. 94% believe that optimising customer experiences will result in higher engagement and conversion rates whilst two thirds (66%) say it enables better...

By Liz Morrell, 18 March 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

Has context pushed historical insights into marketing data obscurity?

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Historical data has always been one of the most important ingredients for any digital marketing campaign, but in the age of the customer does it still hold the same importance it once did?

Marketing Tech spoke to several firms at the recent TFM&A event in London and it appears that 2015 might not only be the year of the customer, but also the year where company’s move away from the data land-grab strategy of old.

One advocate for this transition is Robin Collyer, marketing...

Brands must do more to embrace customer lifecycle

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For all brands managing the customer lifecycle – rather than simply a one off transaction – is a challenge. A new survey suggests that many B2B organisations could be doing much more to understand how their marketing efforts should be supporting the customer lifecycle, missing out on revenue as a result.

Marketing professionals in 750 companies were surveyed in the last quarter of 2014 and first of 2015 by Gleanster Research, on behalf of Act-on Software, to understand...