The three barriers stopping marketers investing in AI - and how to knock them down

Marketers love a buzzword. It makes sense - our industry is all about promoting and selling the latest thing. So it’s perhaps not surprising that the marketing industry has well and truly been taken in by what has to be the buzziest buzzword of the past couple of years - AI. The irony? For all the talk at industry events and in the media - never mind sales material - only 27% of marketers in the UK are actually using AI or machine learning in their jobs.

By Parry Malm, 26 July 2019, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”

During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”

Bradlow’s statement is rooted in his...

The show must go on: Why contextual targeting is being called back to the stage

Brand safety scandal? The phrase alone is enough to send shivers down any marketer’s spine. After all, what could be worse than pumping big budgets into a perfectly planned campaign that inadvertently results in a brand appearing next to a terrorist video – or worse.

It’s no surprise that brand safety dominated conversations at Cannes – especially when

By Oli Knight, 04 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing.

Getting started on the data-driven content journey: Machine learning models and upskilling SEO

Lee Wilson, head of services and SEO at Vertical Leap, has had enough of organisations putting together elaborate campaigns, content and metrics which ultimately don’t go anywhere. All that wasted effort from businesses who have the right intentions. So what are the biggest mistakes companies can make?

“Fundamentally, this occurs as...

By James Bourne, 18 June 2019, 0 comments. Categories: Content Marketing, Data-driven marketing, Data Science, Search Marketing.

Salesforce to acquire Tableau for $15.7 billion to combine Einstein’s AI with BI bulk

Salesforce is to acquire business intelligence (BI) visualisation software provider Tableau in a $15.7 billion (£12.4bn) all-stock deal – with the aim to improve customer journeys through the fusion of artificial intelligence (AI) and big data.

The acquisition, which was announced by both companies earlier today (June 10), will see Tableau’s data visualisation tools baked into Salesforce in order to further...

Let’s get away from ‘digital transformation’ – and move towards key marketing moments

Digital transformation has had its day. In fact, the term ‘transformation’ itself is giving way to a new era as organisations across a wide range of sectors reach what can only be described as digital saturation.

As we move collectively into the post-digital era, the digital capabilities and advantages that were once seen as differentiators are now available to...

By Joel Davis, 07 June 2019, 0 comments. Categories: Advertising, Customer Experience, Data-driven marketing.

Marketing dashboards matter: Why marketers must go beyond traditional BI tools

Data is the currency of the modern marketer. The ability to analyse and leverage data from a wide number of sources is crucial when reviewing revenue generation and other key performance indicators tied to greater business goals. With an increasing number of data sources – think social, search, email, events, SMS campaigns and more – and greater demand for interconnectivity, how can marketers best approach data analysis and create the most value beyond the...

By Mike Marriage, 30 May 2019, 0 comments. Categories: Big Data, Data-driven marketing, Personalised Marketing.

Salesforce dives into blockchain with low-code CRM offering

Salesforce has announced the launch of Salesforce Blockchain, a CRM product which aims to let users share verified, distributed data sets across a network of partners and third parties.

The low-code offering, aimed at developers working on the Lightning platform, has its theory in exploring how CRM can extend beyond direct customer relationships to creating business models around ecosystems. The blockchain technology is used...

By James Bourne, 30 May 2019, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing.

Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like...

A guide to campaign tracking for simple and stress-free analytics

Any business that wants to be successful needs to know which marketing techniques are effective to their customers, members and target audience. Without this knowledge, it’s impossible to know whether your marketing campaigns are effective or if they are simply wasting your time and money.

Which means that campaign tracking is a fundamental part of digital marketing reporting, and if you’re not doing it, or doing it incorrectly, then you may end up using your budgets for activity that...

Netflix and machine learning is one thing - but for the rest of TV, AI is just hype

Artificial intelligence (AI) hype is everywhere. But does AI truly have a place in the TV industry? 

Electronics company, LG, is testing smart assistant integration that could streamline TV interaction, meaning it may soon be time to say goodbye to your remote. When it comes to content, the BBC used AI to create programming; with 

The nuts and bolts: Why B2B marketers shouldn't overlook enhancing their CRM today

As marketers, there is always a focus on results and ROI – it goes with the territory. After all, generating value and leads for clients are what ultimately drives their businesses, and keeps customers happy.

And, when it comes to keeping track, it’s a must for communicators to be savvy when measuring the warm conversations they’re having with positive prospects and existing clientele. So, when analysing elements such as goal conversions – for example...

By Andy McCaul, 16 May 2019, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing.

Brian Solis: Digital addiction wounds run deep – but they are being treated like minor cuts

The concept of health when it comes to technology usage is an ever-increasing one – and one where users, brands and vendors need to be equally mindful.

Much of the conversation tends to focus around social or smartphone ‘addiction’, and in particular its effect on younger minds. Yet research on the topic argues that things are a little more complicated. The

How Brandwatch is stepping up from social monitoring - to find a much greater opportunity

Social media monitoring provider Brandwatch has been busier than ever of late. The company continues its regular research studies, from the serious, examining fake news in March, to the more frivolous, exploring the social conversation around Game of Thrones (spoiler...