Is big data really the future of marketing?

Marketing data is evolving: from the generic to the specific; from market trends to individual habits and from historic actions to real-time engagement.

We are moving on from knowing that millennials aged 25 to 30 replace their mobile phone on average every 2.5 years. We move to knowing that William replaces his Android three months after new major features are established, keeping a general eye on new developments and looking for upgrade deals from his service provider.

We also know that Claire pre-orders...

By John Fleming, 21 November 2016, 1 comment. Categories: Data-driven marketing, Data Science.

Why marketing agency producers need to be more creative than ever

(c)iStock/Jacob Ammentorp Lund

After months of planning, creative development and focus groups, going into production today can be a moment of both terror and excitement.

The explosion of new platforms, programmatic, expansion of digital and the need for brands to be publishers, the question on everybody’s mind is: “How are we going to make it?”

Great ideas, lost in complex bidding

The challenge for the industry is that most agency producers have been trained to focus on the creative side,...

By Sergio Lopez, 17 November 2016, 1 comment. Categories: Data-driven marketing, Data Science.

How a new measurement approach can help identify the best customers

When 81% of people have smartphones, and one third are mobile-only, it’s safe to say that the audience for content on the move and apps has grown. The data tells us that 86% of smartphone owners are regular users: accessing mobile apps every day.

This behaviour heightens the importance for content providers, app publishers, and advertisers to more closely monitor consumer mobile usage patterns every day.

Many companies are finding that traditional audience measurement services are grossly lacking for...

By Michael Read, 16 November 2016, 0 comments. Categories: Customer Experience, Data Science.

How to calm consumers' fears about AI and data privacy

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There is little doubt that artificial intelligence (AI) is shaping the future of the retail market. Recently, Macy’s announced it was testing an AI-powered in-store app that enables shoppers to get answers based on the store they are physically shopping in, rather than having to find a sales associate.

Sephora also jumped on the AI bandwagon when it launched a chatbot on messaging app Kik earlier this year, aimed at providing customers with personalised makeup tips and...

By Cosmas Wong, 10 October 2016, 0 comments. Categories: Data-driven marketing, Data Science.

How data analysis became the new social media marketing

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With every new automation platform, marketing metric and social media site, the day-to-day roles and responsibilities of marketers have grown increasingly complex.

To understand traditional marketing (promoting the right product, in the right place, for the right price) is no longer enough.

Today’s marketers must be experts in everything from SEO, advertising and PR, right through to graphics design. Even basic web coding skills are increasingly becoming a must-have string on...

By Anthony Botibol, 10 October 2016, 0 comments. Categories: Data-driven marketing, Data Science.

How to improve the relationship between marketers and data scientists

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A decade ago, few businesses had heard of data scientists, let alone employed one. 

Yet as an invisible revolution in technological tools has transformed every aspect of modern marketing, their skills have become essential to decode complex audience behaviour and turn disordered information into effective strategy.

Data science expertise is now in high demand. The vast majority (83%) of data scientists believe there aren’t enough...

By Dr Coralie Petermann, 05 October 2016, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

How a unified data strategy unlocks hidden sales opportunities

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Dissect almost any broken or damaged relationship, and you will find a breakdown in communication:

  • The partner who feels unloved;
  • The surprise resignation of the star salesperson who feels taken for granted;
  • The employee who is injured because of inadequate training; and
  • The community who is aggrieved because they don’t feel they were consulted.

All are the results of bad or non-existent communication.

These communication failures can be even worse when third parties are involved. They impose personal opinions, politics and Chinese whispers which all...

By Jakob Bignert, 04 October 2016, 0 comments. Categories: Commerce, Data-driven marketing, Data Science, E-Commerce.

Seize the moment: How to leverage trigger-based marketing

(c)iStock.com/&#169 Dave Lewis

Imagine a world where you are always prepared. No matter what the circumstance, no matter what’s thrown at you, you’re ready.

Spilled coffee on yourself during the morning commute? No problem. Extra shirt in the trunk. Called in for a last-minute presentation? No sweat. You’ve got a stack of collateral and a PowerPoint queued up.

Life is full of unpredictable moments; this is a reality for both consumers and brands. How then can digital marketing replicate...

By David Barker, 27 September 2016, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

Sentient launches AI based conversion rate optimisation tool

(c)Sentient 

Manual A/B testing could be becoming a thing of the past, thanks to new, emerging tech such as Sentient Technologies' AI based conversion rate optimisation solution. 

AI has been making its way into mainstream business for a while now, with popular tech such as IBM Watson shaking things up for the marketing world. 

But having artificial intelligence make things that speedier (100 times over current A/B and multivariate testing solutions, the company claims), is quite an everyday,...

By Rachael Power, 19 September 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Emotions and biometric tech: The next wave of personalised customer experiences

Marketers have long been talking about the importance of personalisation, and many are now starting to make use of big data analytics as a way to personalise campaigns and generate positive results.

According to a CMO Council survey last year, 43% of marketers said personalisation led to more conversions. Clearly it’s proven its value and is here to stay.

By Gawain Morrison, 16 September 2016, 0 comments. Categories: Customer Experience, Data Science.

Machine learning: The factors to consider for marketing success

Adoption of machine learning is moving up a gear. From diagnosing diseases, to driving cars, to stopping crime, the ability of machines to learn from data and apply those learnings to solve real problems is being leveraged all around us at an accelerating pace.

As data volumes continue to grow, along with advances in computational science, machine learning is poised to become the next great technological revolution.

Digital marketing represents one of the most exciting arenas where machine learning is being...

By Ari Buchalter, 05 September 2016, 0 comments. Categories: Big Data, Data Science.

Why every marketing department needs a data scientist

(c)iStock.com/BartekSzewczyk

We’ve all heard how the never-ending repository of big data holds the answer to every marketing question imagined. In many ways, this is true.

What’s also true is that with so much data coming from everywhere, marketers can struggle to steer creative campaigns in the right direction. This begs the question: Does every marketing department need a data scientist?

Increasingly, organisations are waking up to this idea. According to a recent report from Procorre, across...

By Steve McNicholas, 25 August 2016, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

Why AI should excite rather than scare marketers

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When you mention AI or machine learning to people in the marketing world, you will often get a quip that references a science fiction film and the end of humanity, (usually a reference to Skynet and Terminator, or from HAL in 2001: A Space Odyssey).

Is this sci-fi prophecy of doom merited? Pedro Domingos, professor of data science at the University of Washington, says it best when he comments: “People worry that computers will get too smart and take over the world, but the...

By Mark Varley, 15 August 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Yieldify launches new insight generation tool Predict and Convert

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Conversion optimisation company Yieldify has launched a new business insight product, Predict and Convert.

The tool uses data from over 25,000 Yieldify campaigns and 4.5 billion user interactions to identify an opportunity for an onsite remarketing campaign, accurately predict its outcome and then optimise its performance.

The insights include detailed funnel reports and industry benchmarking, showing where visitor progression can be improved by a campaign.

Yieldify uses data...

By Rachael Power, 11 August 2016, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

Marketers: Why you should get to grips with buyer behaviour

(c)iStock.com/Eva Katalin Kondoros

Today’s ever busy ‘always on’ landscape means there’s never been a more important time for marketers to get to grips with buyer behaviour.

It’s a must if their products or services are to be successful. Failure to acknowledge the buyer journey makes it near impossible to sell anything particularly when it comes to B2B audiences.

Customer tracking technology often focuses on specific touchpoints. However, if marketers are to attain the depth of...

By James Foulkes, 08 August 2016, 0 comments. Categories: Customer Experience, Data Science.

Shoppers want retailers to improve in-store customer experience with tech

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Retailers are under the spotlight from consumers to provide smoother shopping experiences. Customer experience, both on and offline is a vastly important part of your marketing efforts, as - if positive - ensures return custom. 

According to a survey of over 2,500 UK consumers by Worldpay, there are a lot of frustrations out there when it comes to shopping. 

The most...

By Rachael Power, 04 August 2016, 0 comments. Categories: Data Science.

Why data is key to account based marketing

Account based marketing (ABM) is something of a buzzword in the marketing industry at the moment, but many marketers still don’t fully grasp how crucial it is to use data properly when implementing an effective strategy.

Time and time again I have seen marketers rush the initial phase of the process (that is, getting to know their markets and accounts) and then wonder why they aren’t getting the desired outcomes.

It seems perfectly obvious to me that data should be the foundation on which...

By Paul Charmatz, 03 August 2016, 0 comments. Categories: Big Data, Data Science.

How digital marketers can use business intelligence tools

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In 2014, we noticed an increasing amount of time was being spent on data discrepancies. So, we decided to investigate just how much time and money was being wasted by the media department on eliminating manual and/or third party data discrepancies.

We weren’t quite prepared for the results.

The research showed we had an average of ten data reporting errors every week (internal and third party). Each of those errors took on average three hours to locate and fix, costing us more...

By Dave Shiell, 20 July 2016, 1 comment. Categories: Data-driven marketing, Data Science.

Digital marketing: Why we need to talk about data

It’s been quite a number of years since marketing departments embraced digital technologies, and Omobono has been tracking their activities for the last six of them. 

Our What Works Where in B2B Digital Marketing study has, over the years, engaged over 400 senior B2B marketers on the subject of how they spend their digital dollars against their core marketing objectives and just how they judge and measure its effectiveness. 

Over the years we see consistent behaviours – with the bulk of the spend...

By Fran Brosan, 15 July 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Poor digital experiences lead to lost customers, research suggests

A poor digital experience is losing customers for businesses that fail to invest, according to research from Actual Experience.

With digital content now key in terms of digital marketing strategies a failure to deliver such content in a quality manner will lose customers. Actual Experience’s report shows that nearly 80% of business leaders have admitted switching to a competitor and aborting shopping online because of a poor digital experience.

Customer churn is seen as the number one fallout for more...