Five ways to make contextual data work for you this Christmas

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Many retailers seem to be oblivious to the role e-commerce and specifically contextual marketing is set to play in Christmas spending this year, with 40% of physical sales digitally influenced and click-and-collect almost doubling to £2.5bn, boosting sales over the festive season to £42.2bn, according to new research by Deloitte.

If you are a retailer, this time of year signals the start of a high-volume, high-stakes opportunity for your business and one in which your...

Marketers: Are you scientists or artists?

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If you search for “marketing degree” in Google, you will find that there is a lot of confusion around whether the discipline is an art or a science. At some Universities like Essex, Portsmouth, and Worcester, the degree qualifies as a Batchelor of the Arts and yet, at other establishments such as Newcastle, Bournemouth and Lancaster, you can earn yourself a Batchelor of Science.

This divide in a marketer's beginnings are amplified once in the profession. Many would...

Majority of social sharing data is beyond marketers’ reach

Marketers can track everything on the major social networks, but that only represents a small portion of web 2.0 sharing activity.

Advertising platform RadiumOne recently uncovered a whole new subsection that it has labelled dark social, a term used to describe what cannot be measured by analytics software including online chat and even email.

In The Light And Dark Of Social Sharing Report RadiumOne used its own data analysis to disclose that public sharing accounted for 31% and dark social 69%,...

By Simon Holland, 04 December 2014, 0 comments. Categories: Data-driven marketing, Data Science, Social Media Marketing, Web Analytics.

Avoid these seven cardinal sins of conversion at all costs

Getting traffic to your website is only half the battle, it is what you do with it once it is there that counts. If you are finding that you have a very high bounce rate and people are simply not interacting and converting on your site then you may be committing one of conversion’s cardinal sins.

1. Lust

This burning desire often occurs when there is a product that you simply cannot live without. Realistically this is what your conversion needs to be highlighting. This is the cardinal sin you need to be...

Less talk and more action when integrating Marketing with IT, says study

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We have heard about the need for interdepartmental collaboration, but a new 2014 report from Forrester CMOs And CIOs Must Turn Collaboration Into Action published this month points out that there needs to be less talking and more action. 

The report follows this year’s annual survey by Forrester and Forbes Insights of 308 marketing and tech management leaders to understand how CMOs and CIOS are collaborating across four core dimensions: people, process, technology, and...

By Liz Morrell, 26 November 2014, 0 comments. Categories: Big Data, CRM, Customer Experience, Data-driven marketing, Data Science.

Pegasystems CEO Alan Trefler: New era of customers represents serious test for brands

“A lot of companies across the globe are going to die over the next few years, and not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.”

The opening line of Build for Change, written by Pegasystems CEO Alan Trefler, is pretty strong stuff. Trefler’s view is simple: enterprises need to reorganise their customer engagement strategy, or they’ll not be long for this world.

Why is this? Two words: generation...

By James Bourne, 24 July 2014, 0 comments. Categories: Campaigns, Data-driven marketing, Data Science.

Why Apple bought Beats for the consumers’ brains, not their headphones

“Algorithms can’t do the job alone,” Jimmy Iovine, ex-CEO of Beats and newly minted Apple executive, said when talking about how the alchemical arithmetic that determine Google’s search results, Facebook’s newsfeed, and the ads served along with them, works to a point but getting any better needs the consumer’s active involvement.

Marketers of all ilks - but especially those in the mobile and online space - would be wise to heed Iovine’s words. Treating online...

Simon’s Cat: On social media, engagement and the importance of the story

Feature When Simon Tofield first started creating videos about a charming, yet mischievous cat, it was simply to teach himself a computer program.

Six years on, with book deals, syndications and millions of fans under his belt, he explains that he never expected the success Simon’s Cat has brought him.

“I had no idea it would ever really touch as many people as it has,” he tells MarketingTech. “I think the main reason it has done is because there’s a lot of cat fans out there and the...

Analysing the fine line between marketing and data science

With more and more data at marketers’ fingertips, it’s easy to assume it makes the job of marketing a product that much easier.

You know what works and doesn’t, you know what your user base does and doesn’t like, so the likelihood of hitting the sweet spot goes up.

But as marketing gains an almost digital omnipotence, is the artistic side more swiftly dying out?

The question of whether marketing is an art or a science has been going on for generations.

By James Bourne, 11 November 2013, 0 comments. Categories: Data-driven marketing, Data Science.

Study reveals how eating popcorn nullifies effect of cinema advertising

A new research paper from Cologne University has revealed that cinemagoers who ate popcorn were less likely to feel the effects of advertising than their comrades.

This isn’t to say, however, that advertisers would much prefer movie lovers to eat crisps, chocolate or ice-cream.

The theory, according to the researchers, was that the brain’s “inner speech” – the subconscious act of pronouncing a new name – is disrupted by chewing.

The cinemagoers in the test were divided into...

Qualitative vs quantitative: Social media to build your brand

By Peter Heffring, CEO, Expion

One of the great advantages of social over traditional marketing is that it offers the opportunity for deep customer engagement – you get an unfiltered view of what your customers think about your product or service.

This voice of the customer can be used to improve operations, and determine where satisfaction and dissatisfaction lies. Is it product price or quality? Is there a customer service issue?

To make the most of social in this way, you need to include...

Big data comes with big challenges for marketers

With the rise of big data, companies have been primarily concerned with  their ability to access and store big data sets, debating about which solution fits their needs the best: Hadoop or NoSQL?, MongoDB or Couchbase? However, there are other issues to be considered when it comes to Big Data that involve other departments beyond the IT management team.

The question is, then, are companies using data sets to spot new opportunities and serve their customers in new ways? Are...

By Matt Asay, 18 April 2013, 1 comment. Categories: Data-driven marketing, Data Science, Social Media Marketing.

One-to-one Real Time personalisation, right here, right now

Relevance is a word much used in marketing circles, dare I say overly so in recent years. The message which is of relevance, engaging and effective will truly resonate with readers as opposed to those that are generic and un-targeted.

The value of relevant messaging is not rocket science and neither is the actual execution of one-to-one real-time personalisation. Yet there is still confusion surrounding how real-time but relevant messages can be delivered to individuals.

The main necessity when it comes to...

By Jennigay Coetzer, 14 February 2013, 0 comments. Categories: Advertising, Data-driven marketing, Data Science.

Analytics: How to untangle the data deluge

When did web analytics officially die? Perhaps earlier this year when the Web Analytics Association renamed itself to the Digital Analytics Association in recognition that there is a lot more to the digital world than fixed web, and that social and mobile channels need to be added to the mix.

Phil Kemelor, Vice President of Strategic Analytics at Semphonic, highlights that from a measurement perspective, even this was a bit of old news. There has always been multiple ways to gauge the effectiveness of online initiatives...

By Gary Angel, 04 October 2012, 0 comments. Categories: Data-driven marketing, Data Science, Web Analytics.

Analyst firm Nielsen delves into neuromarketing

Marketing and consumer analyst Nielsen Holdings has purchased NeuroFocus, a company that specialises in measuring neural activity to gain insight into consumer behaviour.

The California-based NeuroFocus already serves a number of clients in the UK, Europe, Asia, Latin America and the Middle East.

It uses cutting edge neuroscience techniques to measure factors like engagement, consumer attention and memory retention through brainwave activity. The techniques enable marketers to understand the effectiveness of...

By Matt Henkes, 01 June 2011, 0 comments. Categories: Customer Experience, Data Science.