Yandex offers to turn enterprise big data into strategic insights

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Search engine Yandex is giving enterprise businesses the chance to use its machine-learning technologies to transform unstructured data into valuable insights.

With Yandex Data Factory, enterprise companies can manipulate big data to boost sales, make their business more cost efficient, predict product demand and overhaul any audience targeting technology they currently use.

Yandex Data Factory is based on MatrixNet, the firm’s machine-learning technology, which deciphers...

By Simon Holland, 10 December 2014, 0 comments. Categories: Automation, Big Data, Data-driven marketing, Data Science, Personalised Marketing.

Twitter introduces tailored audiences from mobile apps

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Having already tested the new service on a number of brands, the technology is basically Twitter's version of retargeting based on the previous behaviour consumers. 

Tailored audiences from mobile apps follows the general launch of the tailored audiences ad product this time last year. Tailored audiences allowed advertisers to reach audiences that had shown interest in a brand or category. It benefited advertisers by working outside of Twitter.

With this new addition,...

Five ways to make contextual data work for you this Christmas

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Many retailers seem to be oblivious to the role e-commerce and specifically contextual marketing is set to play in Christmas spending this year, with 40% of physical sales digitally influenced and click-and-collect almost doubling to £2.5bn, boosting sales over the festive season to £42.2bn, according to new research by Deloitte.

If you are a retailer, this time of year signals the start of a high-volume, high-stakes opportunity for your business and one in which your...

Marketers: Are you scientists or artists?

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If you search for “marketing degree” in Google, you will find that there is a lot of confusion around whether the discipline is an art or a science. At some Universities like Essex, Portsmouth, and Worcester, the degree qualifies as a Batchelor of the Arts and yet, at other establishments such as Newcastle, Bournemouth and Lancaster, you can earn yourself a Batchelor of Science.

This divide in a marketer's beginnings are amplified once in the profession. Many would...

Could Google for kids do the marketing industry more harm than good?

The news that Google for Kids is now in the development pipeline for the tech giant has generated quite a bit of controversy today. But Google itself was expecting this.

In effect Google for kids - its plan to develop child specific versions of tools such as search, YouTube and Chrome – will create a whole new marketing demographic and enable website owners to better track who is looking at their sites when.

The information this could, in theory, provide advertisers with is huge. Whether brands would be...

By Liz Morrell, 05 December 2014, 0 comments. Categories: Organic Search, Paid Search, Personalised Marketing, Search Marketing.

Avoid these seven cardinal sins of conversion at all costs

Getting traffic to your website is only half the battle, it is what you do with it once it is there that counts. If you are finding that you have a very high bounce rate and people are simply not interacting and converting on your site then you may be committing one of conversion’s cardinal sins.

1. Lust

This burning desire often occurs when there is a product that you simply cannot live without. Realistically this is what your conversion needs to be highlighting. This is the cardinal sin you need to be...

Argos rolls out digital receipts to nail down its single customer view

Consumers have been promised a paperless world for years and yet still happily accept paper receipts at checkout – stuffing them into a bag or wallet where they inevitably get lost or damaged. Yet digital, emailed receipts offer not only a better way for customers to manage their purchasing history, but also a more singular view for retailers of what, where and how their customers are shopping.

It is something Apple has been doing for some time but the news last week that Argos has become the first...

By Liz Morrell, 03 December 2014, 0 comments. Categories: Commerce, Customer Experience, E-Commerce, Personalised Marketing.

Asda and Starbucks prove mobile advertising can drive footfall as well as click-through rates

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Online and mobile advertising have traditionally focused on click-through rates and online traffic but, as retailers become more aware of the need to provide an omnichannel rather than single channel experience, that is changing. 

Mobile advertisers are realising that the fact that their customers are shopping both online and instore – and more importantly using their mobiles within the physical store environment – means that they can target advertising to drive...

Native advertising sold programmatically for first time

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A new partnership claims it will deliver the industry’s first global programmatic platform for native advertising – enabling brands to increase their audience exposure. It will initially be launched in the US and UK and roll out to other markets later.

The partnership brings together Xaxis, the world’s largest programmatic media and technology platform, and Disqus, the web’s largest network of discussion communities. The new platform will enable Xaxis...

Inbound marketing is your route to knowing customers

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Knowing your customers inside out in today’s marketing world is not only more of a possibility than ever before but more vital too. New research shows that marketers in the UK lead their way in this but shows that businesses still are not doing enough to embrace the inbound marketing opportunities that are available to them.

The survey, undertaken by Oracle Marketing Cloud and Forrester Research and released today, finds that of 523 marketing decision makers across a range of...

By Liz Morrell, 28 November 2014, 0 comments. Categories: Advertising, Campaigns, Commerce, Customer Experience, E-Commerce, Personalised Marketing.