Pushing content at consumers doesn’t work, report finds

Pushing content at consumers doesn’t work, says a new report from Rapt Media. It says that consumers want to discover content on their own rather than have it forced upon them and can even resent brands that do.

In a survey of more than 1,000 consumers in the US, the analyis showed that 95% of consumers take action to avoid seeing or receiving ads and two-thirds do so regularly.

57% of millennials blocked ad content because it was too pushy

More than half (55%) of consumers say such content is not...

By Liz Morrell, 18 May 2016, 0 comments. Categories: Advertising, Content Marketing, Customer Experience, Data Science.

Adobe announces new advertising and data science capabilities at its 2016 EMEA Summit

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Day one of the Adobe EMEA Summit held some pretty big product additions for the martech giant, namely its  new advertising and data science capabilities.

Personalisation and contextualisation are two big topics in the arena right now, and Adobe’s no exception when it comes to updating its products to deliver these capabilities.

On average, Europeans now own on average six connected devices, three of which they...

By Rachael Power, 11 May 2016, 0 comments. Categories: Advertising Technology, Data Science.

Data management platforms are becoming the norm - but challenges remain

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As marketers fight to keep on top of their data a new survey shows that more than two-thirds (68%) of European brands, agencies and publishers now use a data management platform to look after their data  - a number that’s set to increase to 92% by 2018.

The study, by ExchangeWire and Weborama, showed that five years after their introduction they have become a digital marketing staple. More than three quarters (76%) of publishers and 75% of trading desks already use DMPs to...

By Liz Morrell, 14 April 2016, 0 comments. Categories: Data-driven marketing, Data Science.

Which half of my marketing campaign is being defrauded?

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Famously, American marketing pioneer John Wanamaker (or was it William Lever of Unilever?) is alleged to have said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." If he were alive today, Wanamaker would probably say “Most of the money I spend on digital advertising is wasted, I don’t know what’s effective, and I’m pretty sure I’m being defrauded.”

The attribution problem in digital marketing has been...

By Mike Weston, 22 January 2016, 1 comment. Categories: Advertising, Advertising Technology, Data Science.

Data science, IoT, and ad blockers: How will data impact the marketing sector in 2016?

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We’re fast approaching the end of the year, so it’s time for the annual tradition of crystal ball gazing. As our favourite Danish proverb says: “Making predictions is a dangerous activity, especially when they concern the future.” Nevertheless, I’m going to stick my neck on the line and look at what 2016 could have in store for marketing professionals, particularly in relation to using data.

A quick scan of articles that came out around this time last year making...

Why the data scientist is the most coveted new employee

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It has been dubbed the sexiest job of the 21st century, and if a recent study from RJMetrics is to be believed it’s certainly an increasingly popular role - but what is the true role of the data scientist today?

The RJMetrics study, published in October, claimed that the number of data scientists has doubled over the past four years with more than 11,400 data scientists identifying themselves as such on LinkedIn alone, nearly half of whom are in the US.

“Companies are...

By Liz Morrell, 16 November 2015, 0 comments. Categories: Data-driven marketing, Data Science.

How to reach today’s B2B buyer: A hybrid sales and marketing model

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Today’s buyer wields more power than ever before. They enjoy access to more information and are better informed about your company and products. Not only this, but they are more knowledgeable than ever before because they spend more time doing self-guided research.

The art of the cold call is dead to today’s buyer – they have fortressed themselves from intrusive sales tactics. They expect salespeople to have some knowledge of what they are interested in, and looking...

By Martin Moran, 11 November 2015, 2 comments. Categories: Automation, Data-driven marketing, Data Science.

Marketers need to do more to deliver holistic customer journey approach

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Marketers need to better integrate their marketing tech if they want to better deliver on a holistic customer journey approach to their marketing, according to a new whitepaper from Yieldr.

The approach is needed if they are to be successful since consumers are making more informed decisions and consulting more sources through more channels than ever. And yet some companies fail to do enough, the company claims. “Incorporating a DMP (data management platform) into your...

How harnessing customer data can help you optimise digital commerce performance

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Do you know your customers? Do you really know them? Do you know each of them well enough to answer questions about a single shopper’s purchase history, demographics, and preferences? Probably not. But you can know them that well. And it’s likely you already have all the information you need to answer these questions.

The problem is, that information isn’t only in one place where it’s accessible and easy to analyse....

By Robert Brodie, 13 October 2015, 0 comments. Categories: Commerce, Customer Experience, Data-driven marketing, Data Science, E-Commerce.

Why marketers need to get more visual in a world of data overload

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In a world of data overload, the stress of trying to wade through all the information we are inundated on an everyday basis as consumers can be overwhelming. And it’s a big problem. New research by Esri UK suggests that more than a third of Brits feel stressed daily thanks to the amount of data that they receive.

And much of it is thanks to irrelevant marketing communications and spam email – a cause of stress by data overload for nearly half of all Brits (47%). The study,...

By Liz Morrell, 09 October 2015, 0 comments. Categories: Data-driven marketing, Data Science, Web Analytics.

YouTube data addition improves Lithium’s Klout

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Lithium Technologies has furthered the reach of its online influence measurement system Klout with the addition of YouTube data to the mix. The move comes a year after Lithium’s purchase of Klout for a reported $200 million.  

The Klout Score system allows individuals and brands to gauge and track their impact on social channels which now includes nine different networks on the system – including Facebook, Twitter, Google+...

By Liz Morrell, 21 September 2015, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing.

Big data and personalisation truly comes of age: The next steps for the CMO

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On October 24 1994 the banner ad was born. Wired Magazine’s predecessor, Hotwired.com came into being and hosted a banner ad produced by AT&T. You can still see the advert at thefirstbannerad.com. Turning to the present day, with smart devices infiltrating ever corner of our lives, big data has come of age.

What does this mean for marketing?

Customer centricity, personalisation, and really understanding your customer are all good ingredients for...

The future of marketing analytics: How can brands better understand their customers?

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Today’s tech-savvy consumers demand smarter apps that inform them with helpful information, connect them to tailored offers or experiences (or peers) and ultimately motivate them by using data to drive behaviour - like the best fitness trackers. This means that for marketers, good campaign design increasingly starts with the data, and in the near future will be about the interaction “device” rather than the channel or place.

It also means that despite all the hype around social media and mobile and...

By Allen Bonde, 30 June 2015, 1 comment. Categories: Big Data, Campaigns, Data-driven marketing, Data Science, Web Analytics.

The CMO and chief marketing technologist: A match made in data heaven?

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As marketing becomes ever-more data-driven, the need for technology-savvy CMOs and heads of marketing is increasingly apparent. It's not a new concern: back in 2012, Gartner said that in five years, the CMO would spend more on IT than the CIO.

Three years hence, the figures may not be bang on, but the trend certainly is. Here's another, more recent Gartner finding. 81% of large organisations - those who make more than $500m in revenue each year - hire 'chief marketing technologists'...

By James Bourne, 01 June 2015, 0 comments. Categories: CRM, Data-driven marketing, Data Science, Personalised Marketing.

Big data: A marketer’s best strategy for driving relevant personalised interactions

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Even though data is what powers the insights and actions that drive meaningful customer engagement, most marketers don’t understand how to manage – much less capitalise on – their data.

Now along comes big data. We’re not just talking about a lot of data with big data; we’re talking about data in formats like real time click streams, geo data, social conversations, and images that don’t easily fit into traditional data formats.  What are marketers...

By Carol Wolicki, 24 April 2015, 0 comments. Categories: Big Data, Data-driven marketing, Data Science.

The correct use of data for marketers: Big, little, or nearly any thing in between

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As a dedicated integrated media and marketing technologist long supporting the advent of personalised marketing (aka database marketing, perhaps aka as scientific marketing), I clearly see the use of data, clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”

Two sides of the...

By Thaddeus Kubis, 09 April 2015, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Data Science.

Marketers drowning in data hampers optimisation of customer experience

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In an increasingly competitive world global marketers almost unanimously agree that the optimisation of customer experiences is key. 96% said that they felt it was important, with 41% claiming that it was a high priority for their business, according to a new study from Ensighten and Econsultancy.

Higher engagement

Its reasons are clear. 94% believe that optimising customer experiences will result in higher engagement and conversion rates whilst two thirds (66%) say it enables better...

By Liz Morrell, 18 March 2015, 0 comments. Categories: Customer Experience, Data-driven marketing, Data Science.

Has context pushed historical insights into marketing data obscurity?

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Historical data has always been one of the most important ingredients for any digital marketing campaign, but in the age of the customer does it still hold the same importance it once did?

Marketing Tech spoke to several firms at the recent TFM&A event in London and it appears that 2015 might not only be the year of the customer, but also the year where company’s move away from the data land-grab strategy of old.

One advocate for this transition is Robin Collyer, marketing...

Brands must do more to embrace customer lifecycle

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For all brands managing the customer lifecycle – rather than simply a one off transaction – is a challenge. A new survey suggests that many B2B organisations could be doing much more to understand how their marketing efforts should be supporting the customer lifecycle, missing out on revenue as a result.

Marketing professionals in 750 companies were surveyed in the last quarter of 2014 and first of 2015 by Gleanster Research, on behalf of Act-on Software, to understand...