B2B marketing: It’s time to talk to people, not companies

Over the past decade, the emergence of the digital age has meant that technology has invaded all aspects of our lives — and marketing is no exception. Big data, artificial intelligence, and rapid innovation mean that change is constant, and yet at the same time, we are also experiencing a back-to-basics approach in human-centric thinking.

B2B products and services have a reputation for being boring and hard to understand, and traditional marketing efforts haven’t done much to change this. Now,...

By Joyce Solano, 25 October 2018, 0 comments. Categories: Best Practice, Big Data, Customer Experience.

#DMWF Europe: Crimson Hexagon on the endless possibilities of social data for marketing

There’s a galactic amount of data being produced on social media, but the ability to categorise it into meaningful information is “near impossible” without Artificial Intelligence (AI). This is the challenge that Crimson Hexagon is taking on, and a brief demo of its abilities at #DMWF by senior sales executive Yugen Moodley shows the “deep insights” platform is doing a scarily good job.

Crimson uses a combination of Natural Language Processing, image recognition and sentiment...

By Mark Jones, 19 September 2018, 0 comments. Categories: Big Data, Data-driven marketing, Social Media Marketing.

Consumer data responsibility lies with head of IT, say third of marketers

With consumer data now considered the fundamental bedrock of digital advertising and minds sharpened by the recent introduction of GDPR, you’d think marketers would have a firm grasp on where responsibility for it sits within their organisations. Wouldn’t you?

In fact, while the majority of marketers consider data use a “very important” aspect of business growth, there seems to be an ongoing conflict when it comes to who should be in charge of it.

A study by the global association for...

IPG to acquire data-driven marketing firm Acxiom for $2.3 billion

Interpublic Group (IPG) has confirmed the acquisition of the data-driven marketing arm of Acxiom Corporation in a deal worth $2.3 billion (£1.7 billion).

The cash deal for the Acxiom Marketing Solutions (AMS) unit has been “approved unanimously” by both company’s boards of directors.

With the transaction expected to complete by the end of the year, AMS will become part of the IPG’s media agency network MediaBrands, while the acquisition will not include Acxiom Corporation’s

Apple releases GDPR privacy features

Apple has provided details on a number of new privacy features it will be rolling out in order to comply with the incoming GDPR regulations.

CEO Tim Cook said that the company would be implementing the four privacy management tools so that consumers have the ability to obtain a copy of their data, can request a correction of data and deleting or deactivating their account.

The tools will be available on the Apple ID account page in the EU in May, before they are rolled out globally. Cook said that aside from...

By Colm Hebblethwaite, 05 April 2018, 0 comments. Categories: Big Data.

Cambridge Analytica: Immoral vs illegal data capture

You can’t have failed to notice the news surrounding Cambridge Analytica and its pooling of Facebook data. But what is Cambridge Analytica? Why does it exist? How did it apparently ‘breach’ Facebook and gather the data of tens of millions of profiles?

So far, there is no evidence of a data breach per se —no data was taken which was not publicly available. The word breach has been used somewhat liberally; the headlines could be more accurately described as ‘Cambridge Analytica used Facebook...

By Mitch Vidler, 23 March 2018, 0 comments. Categories: Big Data, Social Media Marketing.

Messenger Broadcast: Social’s tactics to achieving GDPR compliance

Facebook has confirmed that it is privately testing a new platform called Broadcast, which will allow brands to send automated messages en masse to consumers via Messenger.

Whilst the promise of being able to reach the platform’s two billion users may be enticing, marketers need to consider several factors before siphoning 2018’s budgets for the service.

From the outset, it may seem as if Facebook is missing the mark with this latest offering. In...

By Judy Boniface, 27 February 2018, 0 comments. Categories: Big Data, Data-driven marketing.

UK data market largest in Europe in 2018

The UK data market value will hit £1.1 billion ($1.58 billion) in 2018, making it the second largest data market in the world and the biggest in Europe.

The figures come from OnAudience.com, which is part of the Cloud Technologies group who are one of the largest data warehouses in the world, and show a pretty rapid expansion in the UK market. In 2016, the estimated value of the UK data market was £0.7 billion, increasing by 26% to hit £0.9 billion the following year.

The company is...

By Colm Hebblethwaite, 30 January 2018, 0 comments. Categories: Big Data, Data-driven marketing.

Reordering the data treasure trove: how to be GDPR ready

For marketers, Gartner’s prediction that 8.4 billion connected things will be in use this year means two things. Firstly, they will have access to a treasure trove of data. Secondly, the omni-channel nature of this data means it’s likely information will be held across multiple isolated platforms, making it hard to find true insight gems.

And with the May 2018 GDPR deadline fast approaching, making such huge volumes of fragmented data manageable — and...

By Lindsay McEwan, 13 December 2017, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing.

Majority of consumers say they would stop doing business with companies following a data breach

The majority of consumers say that they would stop doing business with a company once it experienced a data breach, according to a new survey by digital security company Gemalto.

The company surveyed over 10,000 consumers in 11 countries who currently use online or mobile banking, social media or online retail accounts.

70% reported that they would end their relationship with a business if it experienced a serious data breach. 69% do not think that businesses are taking the task of securing customer data...

By Colm Hebblethwaite, 28 November 2017, 0 comments. Categories: Big Data.

Is it the end of the road for big data in e-commerce?

The big data revolution has been the backbone of e-commerce. The term has been in the marketing lexicon for decades. Its use has grown exponentially and has led to significant developments in data segmentation, trigger emails and website personalisation, all of which have led consumers to marvel at the impact that big data has had on e-commerce.

However, though big data can provide a solid, scientific foundation on which to build a marketing strategy for online businesses, it is not as nuanced as marketers...

By Andrew Watts, 27 November 2017, 0 comments. Categories: Big Data, E-Commerce.

Re-imagining the 5Ps in a hyper data analytics world order

The retail industry needs to adapt to serve consumers in an omnichannel commerce environment. The amount of data generated across customer touch points and retail channels provides an opportunity for data scientists to revisit the five Ps of marketing – place, people, product, price, and promotion – and deliver a seamless shopping experience.

New generation data analytics enable retailers to calibrate an optimal mix of the 5 Ps and transform the producer-oriented business into a customer-centric...

By Opinder Sardana, 19 October 2017, 0 comments. Categories: Big Data, Commerce, Data-driven marketing.

GDPR: Confusion in boardrooms about what constitutes ‘personal data’

With GDPR just 9 months away, it would be reasonable to assume that boardrooms across the UK would be filled with chatter as companies decide on what their strategies are going to be.

Well that may not be the case, according to a survey by Trend Micro and Opinium of 1,130 IT decision makers operating at C-level or middle to senior management level, from large businesses (500 plus employees) from 11 countries including the US, UK, France and Germany.

While 88% of the British business leaders are confident that...

By Colm Hebblethwaite, 06 September 2017, 0 comments. Categories: Big Data, Data-driven marketing.

Will Unified Marketing Impact Analysis solve all of our problems?

If you work for an organisation that likes to measure the impact of its marketing, and use marketing return on investment (MROI) technology to do so – then you probably think you have a pretty good idea of whether your campaigns are working.  

The reality is that however confident they may feel, most organisations are falling behind the curve as today’s complex media environment and mix of digital, mobile, traditional and app based consumer actions are not being correctly attributed in the...

By Lars Fiedler, 28 July 2017, 0 comments. Categories: Big Data, Data-driven marketing.

Data Management Platforms — the make-or-break tool for all omni-channel marketers

It wasn’t all that long ago when marketers only had a handful of channels to worry about when it came to executing forward-thinking marketing strategies. Often, communications would consist of something as linear as a single email that is sent out to an entire customer base, in the hope that a small percentage of that audience would click through to the offer or webpage that’s being promoted.

As a marketer obsessed with delivering more nuanced, three-dimensional customer journeys – on a...

By Anoma van Eeden, 26 July 2017, 1 comment. Categories: Big Data, Data-driven marketing.

Unlock the data goldmine to make your customer experience shine

You’ve probably heard it before that ‘data is the oil of the 21st century.’ We’re operating in a digital economy where data is more valuable than ever and in today’s connected world, marketers are sitting on a data goldmine.

The challenge is, how does one turn data into insight and action and use it to return the customer to the heart of the business?

The new digital economy dictates that old rules don’t apply and this is evident in the evolution of the customer...

By Marcus Ruebsam, 18 July 2017, 0 comments. Categories: Big Data, Customer Experience, Data-driven marketing.

Future-proofing your digital estate: the case for digital enterprise hubs

The evolution of digital has led organisations on a journey which has revolutionised how they engage with customers, transformed business models and opened up new revenue streams.

From content management systems to ecommerce capabilities, mobile applications and, more recently, the Internet of Things (IoT), AI and VR, the digital landscape seems to be in constant motion.

However, many organisations are still often lagging behind. Many are still not using data in real-time, or sharing data across departments....

By Martin Paton, 03 July 2017, 0 comments. Categories: Big Data, Data-driven marketing.

Where does call intelligence fit into an already crowded martech landscape?

As customers’ paths to purchase become increasingly complex, marketers are under mounting pressure to evidence their contribution to ROI within the multichannel mix.

But with more tech platforms to integrate than ever before, is there room for call intelligence within the growing martech stack?

Despite the significant evolution of the call tracking and intelligence market, the technology, to date, is utilised by less than 5% of businesses that could benefit from it. In part...