#DMWF Europe: Three observations from Digital Marketing World Forum

A former 19th century-commodity exchange standing bold, brick-red, but very much at home in the dead centre of Amsterdam, the Beurs van Berlage seemed a fitting home for #DMWF Europe (Digital Marketing World Forum) 2018.

It was a conference that held a pervasive frankness around industry shortcomings, a respect for tradition and legacy, and a crucial but measured awareness of how the digital world is evolving around us. If there was one lesson to be learned from #DMWF...

By Mark Jones, 20 September 2018, 0 comments. Categories: Advertising Technology, Content Marketing, Data-driven marketing.

#DMWF Europe: Crimson Hexagon on the endless possibilities of social data for marketing

There’s a galactic amount of data being produced on social media, but the ability to categorise it into meaningful information is “near impossible” without Artificial Intelligence (AI). This is the challenge that Crimson Hexagon is taking on, and a brief demo of its abilities at #DMWF by senior sales executive Yugen Moodley shows the “deep insights” platform is doing a scarily good job.

Crimson uses a combination of Natural Language Processing, image recognition and sentiment...

By Mark Jones, 19 September 2018, 0 comments. Categories: Big Data, Data-driven marketing, Social Media Marketing.

#DMWF Europe: How are we really handling GDPR?

Like it or not, consumers are waking up to their right to privacy online. The implementation of GDPR (General Data Protection Regulation) was a catalyst compounded by the high-profile case of Facebook’s Cambridge Analytica scandal.

But four months into GDPR and marketers are still struggling with complex, often ambiguous, guidelines. At the same time, a new wave of uncertainty looms over markets outside of Europe, with the United States and Brazil beginning to weigh up similar measures.

It’s no surprise,...

By Mark Jones, 19 September 2018, 0 comments. Categories: Best Practice, Data-driven marketing.

Why AI alone cannot guarantee better user engagement

It may be one of the buzzwords of the moment, but artificial intelligence (AI) has been a fixture of digital marketing for over a decade now. 

It’s the technology that underpinned the programmatic advertising revolution, which allowed marketers to sit back and let complex algorithms target millions of people at scale based on cookies and demographic data.

By Carl White, 18 September 2018, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Privacy-browser Brave launches GDPR ad tech ‘test case’ against Google

Brave, a privacy-focused web browser built by a Mozilla co-founder and the creator of JavaScript, Brendan Eich, has filed privacy complaints against Google in what could become a GDPR (General Data Protection Regulation) “test case” against ad tech data use.

According to a report by Reuters, Brave - which blocks ads by default in place of its own - has filed privacy...

By Mark Jones, 13 September 2018, 0 comments. Categories: Advertising Technology, Data-driven marketing, Personalised Marketing.

Deloitte buys Magnetic Media’s AI platform, bolstering martech offering

Multinational professional services firm Deloitte is buying Magnetic Media’s artificial intelligence (AI) platform in a bid to secure a firm grasp on the advertising and marketing technology space. The acquisition of the New-York based martech service signals the “strategic importance” of investing in AI, machine learning and audience data analytics, according to Deloitte.

Wrapping the service into its Digital Experiences Services Platform, the deal will offer Deloitte clients more detailed...

The top trends shaping CRM in 2018

The concept of CRM has shifted over the years from a Rolodex of business cards to a digital sales contact management system to its current incarnation as a fully-realised sales and marketing enablement solution. But as markets grow and fragment, and consumer behaviours and technologies evolve at a rapid pace, CRM must keep up with those changes in order to remain valuable to sales-driven organisations.

So what will CRM look...

By Dimitri Akhrin, 11 September 2018, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Will the SaaS revolution stifle digital marketing innovation?

It’s a common perception that software as a service (SaaS) now drives digital industry innovation.

Companies like Salesforce, MailChimp, Kenshoo, Marin and Impact ushered in SaaS revolutions in their respective industries by introducing new technology and pricing models. But some people question, will SaaS really be good for digital innovation over the next decade?

The growth and popularity of SaaS...

By Anthony Clements, 07 September 2018, 0 comments. Categories: CRM, Data-driven marketing, Marketing Cloud.

Complaints to the ICO have doubled since GDPR came into effect

Since the General Data Protection Regulation (GDPR) came into effect, data breach complaints to the Information Commissioner's Office (ICO) have “more than doubled”.

That’s according to findings by the law firm EMW, which found that 6,281 complaints were lodged between the GDPR’s May 25 implementation this year and July 3. That represented a 160% rise on the 2,417...

By Mark Jones, 05 September 2018, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.

Singtel-owned Amobee completes $100m bid for video ad specialist Videology

The Singtel-owned digital marketing tech outfit Amobee has completed a $100m (£77.6m) purchase of TV and video advertising specialist Videology.

According to an official release, the deal equips Amobee with connected TV and digital video solutions, linear data-driven TV planning tools, premium inventory partnerships and activation opportunities for worldwide clients. It also clicks with an ongoing narrative of ad tech acquisitions this summer, particularly that of

What Darth Vader can teach us about gated content

Gating content – or putting a piece of marketing behind a paywall – is a contentious issue. On the one hand, marketers are often asked to demonstrate the ROI (return on investment) of content beyond stats such as social engagement, article views, or reach. Implementing a gate can add an extra layer of value.

For example, one of

By Tom Chapman, 23 August 2018, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

Focus on these four areas to improve your marketing using AI

When it comes to marketing, the goal of this game is not to win; it's to keep playing and to leverage data to improve your play over time. 

Great marketers use new tools to enhance their ability to do this efficiently and effectively, and the world is changing faster and faster. No matter how much technology evolves, marketing will always have a human element. Artificial intelligence (AI) might seem like a silver bullet or an elusive capability, but if you're trying to influence people, you...

By Brian Baumgart, 17 August 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

Why we’re missing the mark with consumer sentiment analysis

Sentiment analysis is widely used to supplement the analysis of text data in surveys, complaints, reviews and other customer feedback. In theory, sentiment analysis categorises opinions expressed in a piece of text just as a human might. 

However, as the volume and complexity of customer data grows, growing issues with sentiment analysis are providing flawed information and stopping companies from getting the full picture from their data; key customer feedback that could drive positive business change is...

By Dan Somers, 16 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, Web Analytics.

The top four ways small online businesses can use AI automation for a better CX

The customer experience is becoming more important than ever to online businesses. Customers are already willing to pay more for a better experience, and 71% of businesses agree that a strong and positive CX is the best competitive advantage a brand can have.

When you are selling online, improving the CX is a task that never sleeps. Every part of the buyer’s...

By Manish Dudharejia, 14 August 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Clearing the ‘murky waters’ of non-loyalty customers

Loyalty schemes form a critical part of a retailer’s retention programme. After all, a happy customer is a returning customer.

But behind the machinations of loyalty is the data that sits behind the scheme, which gives the retailer the power to deliver personalised communications, offers and promotions, all of which add to the customer experience. Retailers analyse spend, frequency and items purchased to build up a view of what an individual customer looks like across all channels - online, mobile and...

By Andy Watts, 10 August 2018, 0 comments. Categories: Customer Experience, Data-driven marketing, E-Commerce.

Can martech really influence wider business processes?

Despite the mounting pressures being placed on marketers to do – and achieve – more, budgets are still being stretched to their limits. Investment in marketing tech is no exception, which means the business case for comms platforms and apps needs to be strong.

Previous articles have covered topics such as budgeting for marketing automation software and even

CRM software giant Salesforce appoints Keith Block as co-CEO

Enterprise software giant Salesforce has promoted its former chief operating officer, Keith Block, to the role of co-CEO.

Reporting directly to the board and working alongside the cloud CRM specialist’s founder and CEO, Marc Benioff, who will remain chairman, Block’s move puts Salesforce in a very small camp of co-led companies which, funnily enough, includes rival Oracle - where the two originally met.

Block has served as the company’s vice chairman, president and director since joining in...

By Mark Jones, 08 August 2018, 0 comments. Categories: Advertising Technology, Automation, CRM, Data-driven marketing.

80% of marketers don’t trust their martech vendors with GDPR compliance

Approaching three months since the General Data Protection Regulation (GDPR) came into force across Europe, the update remains a lingering pain point for the digital marketing industry, with some pretty hefty fines delivered to companies in breach.

Concerns aren’t exactly dampened when there’s no guarantee your own marketing technology vendor isn’t wrestling with compliance themselves and, as found in a new study by Demandbase, more than a few marketers have their doubts over the data...

By Mark Jones, 02 August 2018, 0 comments. Categories: Advertising Technology, Automation, Best Practice, Data-driven marketing.

Facebook jumps on Crimson Hexagon following data share breach accusations

With another company being accused of breaching Facebook’s data-sharing policy, it’s no surprise that the social network has been quick to act.

Facebook announced the suspension of Boston-based analytics firm Crimson Hexagon - a company that reportedly has ties with government agencies around the world, including Russian nonprofits with alleged ties to the Kremlin - last week, following a report by Wall Street Journal (WSJ) questioning whether it uses data from social media for surveillance...

By Mark Jones, 23 July 2018, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing, Social Media Marketing.