Location is the most valued data for most marketers

Marketers have been hoovering up as much data about their customers as they can over the last few years. Increasingly though, the idea that it is the quality not the quantity of data that is important.

The rush to collect as much data as possible actually led to a lot of paralysis among organisations who suddenly couldn’t decide on the right area of focus.

Clearly all data is not created equal, so what is at the top of the priority pile for agencies and brands?

New York-based consumer behaviour and insights company...

By Colm Hebblethwaite, 13 September 2017, 0 comments. Categories: Data-driven marketing.

Adapting for success in an age of disruption

Disruption is set to displace four of the top ten organisations across every industry. But how does disruption occur?

How are challenger brands harnessing it to their advantage? And is it possible to spot a disruptor before they start wreaking havoc in your industry?

While the word disruption may be fast approaching cliché, the sentiment behind it is very real. As is the challenge of responding to young brands...

By Liz Deverell-Smith, 11 September 2017, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

GDPR: Confusion in boardrooms about what constitutes ‘personal data’

With GDPR just 9 months away, it would be reasonable to assume that boardrooms across the UK would be filled with chatter as companies decide on what their strategies are going to be.

Well that may not be the case, according to a survey by Trend Micro and Opinium of 1,130 IT decision makers operating at C-level or middle to senior management level, from large businesses (500 plus employees) from 11 countries including the US, UK, France and Germany.

While 88% of the British business leaders are confident that...

By Colm Hebblethwaite, 06 September 2017, 0 comments. Categories: Big Data, Data-driven marketing.

How to disrupt a disruptor

The taxi industry is the perfect example of a traditional business that has been affected so dramatically by technology that the landscape is almost unrecognisable when compared to five years ago.

The customer journey has transformed from calling a local firm in advance, or hailing a black cab, to accessing a taxi with quick click of a button on a mobile. The taxi industry is now a whirlwind of fast-moving rideshare start-ups, posing fierce competition for the more established firms that are facing...

By Amit Dar, 06 September 2017, 0 comments. Categories: Case Studies, Data-driven marketing.

Opt-in–based marketing is more than just a GDPR problem

We’re less than a year away from the EU’s General Data Protection Regulation (GDPR) taking effect, and by most accounts, many brands aren’t ready for it. Marketers, in particular, need to be out in front of the changes required for compliance because it is their job that will arguably be upended most by the legislation.

GDPR will redefine, and in some...

By Bryta Schulz, 29 August 2017, 1 comment. Categories: Best Practice, Data-driven marketing.

Walmart and Google team up for voice-enabled commerce – with Amazon in sights

Perhaps this was, in some way, inevitable: Walmart has got Amazon square in its sights after announcing a partnership with Google for voice-enabled shopping.

The partnership, which will become available in ‘late September’, will enable customers to pick thousands of Walmart items through Google Assistant. Carts can also be personalised, with Google having access to Walmart shoppers’ purchase histories, so enabling a smoother, more efficient shopping experience.

Perhaps most tellingly...

By James Bourne, 24 August 2017, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, M-Commerce.

Meanwhile, in the real world: Why marketing data usage need not be under the microscope

Opinion Picture this. It’s the boardroom of a major brand. Around the board table are all of the C-suite: the CFO, CTO, CIO, CRO, CPO, CMO and of course, the CEO. And, despite the fact their stock price is in trouble, revenues are down, costs are on the rise, there are problems with the new product and both customers and staff are unhappy, they’re bored and have some time to kill.

The CEO turns to the CMO and says, ‘Let’s take a look at Joanne Smith of 14 Kings Avenue, Richmond, let’s...

By Jed Mole, 11 August 2017, 1 comment. Categories: Customer Experience, Data-driven marketing.

Analyse, report, repeat: Here’s what you need to be tracking

When your boss asks you how the online marketing efforts are doing, what do you say? “We’ve increased impressions by 30% and traffic is up 15%.” Do you know what that means for business growth? Does your boss?

Digital marketing is great for equipping businesses and marketers with the data to define their success and find unending opportunities for growth. Unfortunately, this also makes it incredibly difficult for marketing leaders to determine what truly matters to grow their company.

And yes, I say grow...

By Kathleen Lavallee, 10 August 2017, 0 comments. Categories: Attribution, Best Practice, Data-driven marketing, Web Analytics.

Identifying your top brand advocates – by filtering the recommendations

Do all recommendations carry equal clout? The short answer is no - but by taking a closer look at who is saying what, it is possible to identify your top brand advocates.

With so many purchases being fuelled by recommendations from friends and family, it is easy to see why word-of-mouth marketing is such as powerful force. After all, who hasn’t booked a holiday, visited a restaurant, watched a TV show or had their car serviced at a local garage after hearing about a positive experience from someone they...

By Chris Cowan, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Data-driven marketing.

Fans and Followers aren’t enough: an interview with Charlotte Kennett of Lithium and Michel De Silva of Parrot

Everyone should be doing social. We all know that, it’s one of the guiding principles of digital marketing.

The problem is that although we all know that we need to do social, many brands don’t know much more than that. How do you go from getting a few likes here and there to using social media to create satisfied, passionate advocates of your brand?

For Charlotte Kennett, EMEA Marketing Manager at Lithium, the answer is seeing social media as one stage in the...

Will Unified Marketing Impact Analysis solve all of our problems?

If you work for an organisation that likes to measure the impact of its marketing, and use marketing return on investment (MROI) technology to do so – then you probably think you have a pretty good idea of whether your campaigns are working.  

The reality is that however confident they may feel, most organisations are falling behind the curve as today’s complex media environment and mix of digital, mobile, traditional and app based consumer actions are not being correctly attributed in the...

By Lars Fiedler, 28 July 2017, 0 comments. Categories: Big Data, Data-driven marketing.

Data Management Platforms — the make-or-break tool for all omni-channel marketers

It wasn’t all that long ago when marketers only had a handful of channels to worry about when it came to executing forward-thinking marketing strategies. Often, communications would consist of something as linear as a single email that is sent out to an entire customer base, in the hope that a small percentage of that audience would click through to the offer or webpage that’s being promoted.

As a marketer obsessed with delivering more nuanced, three-dimensional customer journeys – on a...

By Anoma van Eeden, 26 July 2017, 1 comment. Categories: Big Data, Data-driven marketing.

Unlock the data goldmine to make your customer experience shine

You’ve probably heard it before that ‘data is the oil of the 21st century.’ We’re operating in a digital economy where data is more valuable than ever and in today’s connected world, marketers are sitting on a data goldmine.

The challenge is, how does one turn data into insight and action and use it to return the customer to the heart of the business?

The new digital economy dictates that old rules don’t apply and this is evident in the evolution of the customer...

By Marcus Ruebsam, 18 July 2017, 0 comments. Categories: Big Data, Customer Experience, Data-driven marketing.

Should marketers be casting our net more broadly?

For the past several years, media would lead us to believe the big opportunity for building our brands is with the Millennial generation. Article after article shows an unending fascination with their lifestyle and media usage habits.

New agencies have sprung up proclaiming expertise in digital marketing. Many of them appear to be successful – at least in terms of making money. And this, after decades of not being able to crack ‘online advertising’.

is our fascination with this new world of...

By Debra Marmor, 11 July 2017, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

Is there a future for marketing? The change will come quicker than we think

There is no future for marketing.

AI, VR, VRS, holography, real-time marketing, branded apps, brand-based gaming, interactives, drones (UAVs), wearables, personalisation, targeted video content, autonomous technologies, expanded and manufactured social media networks, marketing technologies and data scientists. All will be (are and have been) slowly deconstructing, destroying what we today call marketing.

In its place will be a hybrid, a fusion, and a convergence of life experience, narrative, storytelling,...

What do marketers think about blockchain?

Even a cursory dip of the toe into hype surrounding blockchain will make you aware that people are predicting that the technology will revolutionise everything from international shipping to medical insurance.

In fact, the sheer frenzied hype that has built up around the distributed ledger technology can lead often confuse people as to what the technology actually does.

Blockchains, or distributed ledger technology, are distributed databases that are autonomously managed through peer-to-peer networks. Once...

By Colm Hebblethwaite, 04 July 2017, 0 comments. Categories: Data-driven marketing.

Future-proofing your digital estate: the case for digital enterprise hubs

The evolution of digital has led organisations on a journey which has revolutionised how they engage with customers, transformed business models and opened up new revenue streams.

From content management systems to ecommerce capabilities, mobile applications and, more recently, the Internet of Things (IoT), AI and VR, the digital landscape seems to be in constant motion.

However, many organisations are still often lagging behind. Many are still not using data in real-time, or sharing data across departments....

By Martin Paton, 03 July 2017, 0 comments. Categories: Big Data, Data-driven marketing.

The bots are coming: examples from food, automotive, cosmetics and fashion

For all the ongoing discussion about AI stealing our jobs – it’s already very much here.

In particular, AI is prevalent on the computers in our pockets, our phones. 72% of US smartphone users now use 6 apps daily - and AI has well and truly infiltrated them – with voice assistant and chatbot technology being seamlessly overlaid onto our most used apps.

It’s now paying our car tax and booking our plane tickets. A child born today is essentially AI-native, interacting with Amazon Alexa...

By Ray Fowler, 26 June 2017, 0 comments. Categories: Data-driven marketing, Personalised Marketing.

Why webinars are a key martech channel for sales enablement

As early as the 1990s, Microsoft and other tech companies were offering primitive web conferencing and webinar software options – but this soon ballooned into an industry in its own right.

Webinars and virtual meetings used to be a quick and easy way of connecting with geographically dispersed teams, delivering integrated internal communications, and providing training no matter the location. But their use in sales and marketing now means they are a powerful tool for business growth, and can be a key...

By Dan Purvis, 20 June 2017, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.