20% of businesses think GDPR non-compliance could shut them down

86% of businesses worldwide report the potential negative consequences of non-compliance with the upcoming EU General Data Protection Regulation (GDRP) as a major concern, according to Veritas Technologies.  

The Veritas 2017 GDPR Report surveyed 900 business decision makers and found that 20% think that non-compliance could end up putting them out of business.

The risks of non-compliance with the new set of regulations, due for introduction in 25 May...

By Colm Hebblethwaite, 27 April 2017, 0 comments. Categories: Customer Experience, Data Science.

WEATHERfx puts weather data into marketing decision making

The Weather Company has announced an innovative collaboration with LiveRamp to allow marketers to integrate real-time weather data into their omnichannel campaigns.

For those marketers who are concerned with engaging people with relevant and timely experiences, the effect that weather has on consumer behaviour is often over-looked.

“Weather conditions impact a vast number of consumer decisions,” said Luke McGuiness, LiveRamp’s head of data partnerships.

“The Weather Company has one of...

By Colm Hebblethwaite, 24 April 2017, 0 comments. Categories: Data-driven marketing, Data Science.

5 easy ways to get more out of your B2B marketing data

Data drives decision-making in several industries. It provides cover, establishes trends, and points toward outlooks. So why, according to a PricewaterhouseCoopers study, do 62% of executives rely on their experiences instead of empirical evidence?

The answer may reside in the data itself. Executives either don’t have the information they need, or it isn’t in a useful format.

There’s also the potential for too much data,...

By Jonathan Gray, 19 April 2017, 0 comments. Categories: Advertising Technology, Big Data, Data-driven marketing, Data Science.

24% of UK businesses have stopped preparations for EU Data Protection Regulations

Around a quarter of firms have cancelled their preparations for the incoming regulation because they believe it will not apply after Brexit.

The EU General Data Protection Regulation (EU GDPR) is a group of rules designed to coordinate data protection laws across Europe.

The EU GDPR has been years in the making but has now been ratified by the UK. It is due to take effect in May 2018.

This is likely before the Brexit process is complete. The process, beginning with the triggering of Article 50 this week, will...

By Colm Hebblethwaite, 30 March 2017, 0 comments. Categories: Data-driven marketing, Data Science, E-Commerce.

Why you need to pair hyperlocalisation with data for success

Hyperlocalisation – theoretically taking personalised marketing one step further – is more than a trend: it’s the culmination of technological advances combined with innovative marketing tactics, and it has created new opportunities for brands to communicate value to customers. Couple this with the power of data, and you open up a whole host of possibilities for reaching specific sets of customers.

Here are just a few reasons the marriage of hyperlocalisation and data is a match made in...

The new data struggle, or, Why you’re still wasting your marketing budget

The buzzwords never end. A proliferation of tools, platforms, and services now pitch their “social listening” abilities, databases of “influencers,” or "intelligence," promising companies new ways to augment their marketing efforts and easily tap into new audiences. Platforms dazzle with slick dashboards and videos, startups burst at the seams with smiling salespeople, and testimonials describe recent influencer-attended product launches.

What brand executives or marketing...

By Avery Booker, 03 March 2017, 1 comment. Categories: Customer Experience, Data-driven marketing, Data Science.

Is data killing off the art of the marketing prediction?

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Opinion At the start of the year, I was approached by several publications and ask to write articles sharing my predictions for the year ahead. I am sure you are familiar with the format; you will see the "top 5 x of y for 2017" appearing online well into mid-March. While it can be fun to make guesses at what might happen, I believe it is becoming a pointless exercise. The pace of change in modern society is increasing, being driven by ever faster technology innovation. If...

By Mike Bainbridge, 16 February 2017, 0 comments. Categories: Data-driven marketing, Data Science.

Salesforce launches extra-strong AI-flavoured Service Cloud Einstein

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Salesforce has announced the unveiling of Service Cloud Einstein, a new customer service platform which includes a beefed-up AI engine and aims to add intelligence ‘to every service interaction’.

The platform, which is a mix of the firm's current Einstein AI tool and Service Cloud, will be fully connected to CRM data across sales, commerce, and marketing departments, and offers a variety of features. Einstein Supervisor is a mix of...

By James Bourne, 13 February 2017, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

DataSift partners with LinkedIn to take marketer insights to the next level through AI

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Data marketing firm DataSift has announced it is to join forces with LinkedIn to provide greater insights into the Microsoft-owned B2B network for marketers.

The company, which describes itself as a ‘human data intelligence’ provider, is unveiling PYLON for LinkedIn Engagement Insights, which gives users various methods of increasing their engagement, from discovering new audiences for brands and products, to benchmarking, and learning which content works best with...

By James Bourne, 23 January 2017, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing, Web Analytics.

Entering a new age of customer experience: Data, programmatic, and more

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While machine learning itself is nothing new, the speed at which data can now be processed, analysed and actioned has completely changed the machine-learning game. Readily affordable computing power, the quantity of data available, and algorithms we never thought we could use are now possible.

While the fundamental concept remains the same, machine-learning is now far more sophisticated, efficient and easily deployable – and the potential it offers to revolutionise customer...

Getting data management right: Using data to understand your customer base

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Fragmentation – it’s one of digital marketing’s biggest hurdles. As defining customers becomes increasingly difficult, brands across the UK are looking to understand and segment their audiences recognising that it is essential for brands.

With so many channels available for businesses to speak to their audience, there is more data available on customers than ever before. But where do businesses begin when it comes to breaking down all of this data to truly understand...

By Wojciech Bednarz, 11 January 2017, 0 comments. Categories: CRM, Customer Experience, Data-driven marketing, Data Science.

How the younger generation is shaping data protection

According to one keynote speaker at the DMA’s Data Protection Update, social media is dead. This half-day event showcased the challenges and successes of various businesses’ data management strategies, and this statement really grabbed my attention.

As an avid Instagrammer, Twitter follower and Facebook fanatic, this was news to me. Whilst I don’t personally agree with the speaker’s comments, I do believe that the way we use social media has changed.

I’m part of the...

By Louise Read, 06 January 2017, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing.

Why 2017 should be the year you get serious about data protection

2016 has changed the world we live in. Between the Brexit vote and final confirmation of the General Data Protection Regulations (GDPR) the last 12 months has posed some interesting challenges for the industry to address in the years to come.

With discussions around PECR now into full swing too marketers must start to look forward and ask themselves the difficult question: “Am I ready for the new world of data protection?”

Earlier last year, we conducted some research with Adestra into the use of...

By Jane Cave, 22 December 2016, 0 comments. Categories: Data-driven marketing, Data Science.

The dawn of data: How Brexit will disrupt the marketing mix

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We marketers are easily spooked.

We saw this when the recession hit – both brands and agencies alike soon started prioritising tried-and-tested concepts over bold or provocative ideas.

I can understand why; mitigating risk makes sound business sense. However, it can also accelerate a downward spiral. Replaying proven ideas leads to mediocre work, which in turn can result in unhappy clients. It’s only a matter of time before profits start to slide. 

This is one of the (many)...

By Mark Runacus, 19 December 2016, 0 comments. Categories: Data Science.

How to get the most out of your data this Christmas

The John Lewis advert is out, the mince pies are on the shelf and Wizzard is on repeat -  its official, Christmas is well on its way.

The busiest shopping period of the year has started. This should be music to the ears of marketers, as consumers are never more willing to spend their money, and opportunities to maximise new business are aplenty.

But, as consumers are bombarded with advertising and marketing telling them which gifts, turkeys and Christmas party outfits to buy, it has never been more...

By Steve McNicholas, 19 December 2016, 0 comments. Categories: Data-driven marketing, Data Science.

How to unlock the power of unstructured data

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Marketers know well that leveraging the right data can unlock unprecedented insights into their target audience, enabling personal and exceptional experiences.

Around 53% of organisations say data-driven marketing was their top strategic priority for 2016, while 81% of global marketers describe data as important to their efforts.

And there’s plenty of data to get your hands on. With the rise of the Internet of Things (IoT), there‘s been an...

By Adam Howatson, 12 December 2016, 0 comments. Categories: Big Data, Data Science.

What is call intelligence and why will it matter in 2017?

The customer path to purchase from a brand, is complex. In part, this is due to personal preferences – how an individual consumer chooses to engage or transact.

But, add to this a plethora of available communication channels, devices and marketing tech solutions, and it’s no wonder the job of a marketer is tough.

Invariably, the goal behind every activity is to leverage and make sense of big data, to obtain a single customer view. That’s why we, as marketers, use an arsenal of digital tools...

By Nick Ashmore, 02 December 2016, 0 comments. Categories: Big Data, Data Science.

How can digital marketers prove their worth?

Marketers are increasingly demanding more budget for digital channels, but what have they got to show for it? This is the question today’s marketers are facing, and they’re often woefully incapable of answering it effectively. 

While marketers have made strides in measuring the ROI from channels directing traffic to the website, they’re far less savvy in measuring the success of their own website, and often have no real visibility of how their site is performing and how that performance...

By Duncan Keene, 24 November 2016, 1 comment. Categories: Data Science.

Never underestimate the importance of good marketing data

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If you’ve ever been caught out with less-than-promised mobile performance, join a growing club. Mobile and broadband providers face increasing scrutiny of experiences promised in advertising and marketing campaigns.

From speed and coverage to reliability and cost, connected consumers are paying close attention to the performance they receive and challenging shortcomings.

This is fuelled by apps and speed tests that allow consumers to easily check performance on the spot, combined with...

By Scott Stonham, 23 November 2016, 0 comments. Categories: Big Data, Data Science.

Predictive analytics: Better than surveys?

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Surveys and other traditional customer feedback tools have always served a valuable business function, and this is unlikely to change soon.

These tools provide an important baseline of customer opinions and issues. Alongside good closed-loop recovery processes surveys make it possible to reach out and respond quickly to customers’ needs.

However, this type of customer data is inherently limited. With response rates typically only 5 to 10 percent of total customer bases, there is a...

By Jeremy Griffiths, 21 November 2016, 0 comments. Categories: Data-driven marketing, Data Science.