Category: USA

USA

Mature companies: what data do you need and how do you get it?

Post author By Robert Howells
Post date 2nd October 2017

Marketing consultant Robert Howells presents the third and final part of his series of articles looking at data strategy and business goals. He has traced businesses from start-up (and discussed data quality being more valuable than quantity), through SMB (examining analytics and scale) and now looks at more established businesses – mature companies’ data and what they should being doing with it as a tactical asset.

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Tags ABM, account-based marketing, B2B marketing, CRM, customer experience, data analysis, data analytics, data integration, data security, data segmentation, data strategy, email, influencer marketing, marketing strategy, personas, programmatic advertising, social listening, telemarketng

Americas Data Strategy Europe Global Insight Strategy and Management UK USA

Our top 8 reasons for using an account-based marketing strategy

Post author By Craig Hanna
Post date 27th September 2017

understanding marketing data, an account-based marketing strategy

It’s not just another handle for key account marketing, but a different way of viewing and doing and being effective; actioning your B2B marketing strategy. Read our reasons for deploying an account-based marketing strategy.

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Tags ABM, account-based marketing, customer data, customer engagement, marketing strategy, personalisation, targeting

Americas Europe Global Insight Strategy and Management UK USA

What does dominance by internet giants Google and Facebook mean for data marketers?

Post author By Hannu Verkasalo
Post date 14th September 2017

Facebook and Google increasingly dominate the time people spend online and there are both pros and cons in this web duopoly. Verto Analytics’ Dr Hannu Verkasalo spells out the implications for data-driven marketers of having two such powerful internet giants.

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Tags cross-device, data analysis, demographics, Facebook, Gmail, Google, Google Search, Instagram, internet trends, marketing campaigns, mobile, mobile apps, Snapchat, social media, user experience, web analytics, WhatsApp, YouTube

Americas Case Studies Data Driven Channels Europe Global UK USA

Amazon-ian effects of retail innovation: ‘change is the only constant in the shopper sector’

Post author By Hugh Fletcher
Post date 12th September 2017

In today’s digital landscape, retail innovation is ever-present and it is clear that retailers failing to meet customers’ shifting habits and abiding love of e-commerce will not prosper. What vendors cannot do is refuse to transform in a world that is being disrupted by technology. Amazon is a leader in the retail sector and understands that you can’t sit still in an industry that is always changing to meet the customers’ demands. Hugh Fletcher takes a deeper look at Amazon’s achievements.

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Tags Amazon, Amazon Echo, Amazon Prime, customer experience management, customer journey, e-commerce, e-retailing, Ocado, platform marketing, user experience

Americas Data Driven Channels Europe Global Insight UK USA

Real-time marketing can benefit your business – here’s how

Post author By Anthony Botibol
Post date 1st September 2017

Consumers demand immediacy – they want their chosen product/service promptly and they want brands to respond to their demands NOW! That means real-time marketing is essential. But how and when is it appropriate? Anthony Botibol has advice on speedy personal service.

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Tags CRM, customer loyalty, marketing strategy, personalisation

Americas Data Innovation Global Insight Machine Learning USA

60s sexism to ‘noisy’ noughties and beyond: how the ad world changed after Mad Men

Post author By Dale Lovell
Post date 24th August 2017

Ten years on from the first airing of the hit TV series Mad Men, about a ‘golden age’ of advertising – a world of sexism, racism, hard drinking and even harder smoking – Dale Lovell looks at how the ad world changed after Mad Men and why the modern era of technology, appropriate data targeting and creative must coexist in order to maximise today’s advertising campaigns.

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Tags ad blocker, ad-tech, advertising, AI, Artificial Intelligence, consumer behaviour, customer experience management, data segmentation, digital marketing, machine learning, Mad Men, marketing campaigns, personalisation, smart devices, TV advertising, user experience

Americas Best practice Data Driven Channels Email Europe Global UK USA

Email engagement metrics: reputation ‘key to mailbox provider checks’

Post author By Guy Hanson
Post date 17th August 2017

build your email list, email engagement metrics

Does your email arrive safely in the inbox – or end up in the spam filter? Mailbox providers deploy email engagement metrics to identify reputable senders – so marketers should take heed of subscriber complaints. Examine the email journey, advises Guy Hanson, and how emails are perceived by recipients, in order to successfully reach subscriber inboxes.

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Tags AOL, data hygiene, data quality, email deliverability, email list, email marketing, Gmail, Microsoft, reputation, spam, Yahoo

Americas Data Governance & Security Data Protection Europe GDPR Insight Legal & Compliance Strategy and Management UK USA

The marketing consequences of GDPR – who will be the winners and losers after May 2018?

Post author By Robert Howells
Post date 16th August 2017
1 Comment on The marketing consequences of GDPR – who will be the winners and losers after May 2018?

New regulations come into force next May around data consent, but what will be the marketing consequences of GDPR? Robert Howells makes some predictions on who will benefit and who will struggle with the effects of GDPR.

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Tags ABM, consent, customer engagement, data management, data marketing, data privacy, data protection, data security, direct mail, email, GDPR, personalisation

Americas Data Strategy Global Insight Strategy and Management USA

Intelligent ABM: Why data is your passport to success

Post author By Craig Hanna
Post date 4th August 2017

ABM is now a key strategy for any company selling to enterprise businesses. Its evolution from Key Account Marketing has been rapid. However, it’s much more than a cosmetic name change, with a new approach to data and account-wide awareness and advocacy now seen as key to success.

This multi-channel approach requires new skills, new technology and new partners if it is to provide real ROI for your business.

Read our best practice guide to discover:

The advantages of adopting an intelligent ABM strategy for your business
The top 8 reasons for using ABM
How to ‘flip the marketing funnel’
The Merit Direct ABM success framework
Why data is key to ABM success
Key sources of data in a data-rich world
How to use intent data to drive predictive ABM
Case study from LogMeIn on how it successfully implemented ABM to drive a 40% lift in average deal size, and more

Download our free guide today (registration required) and accelerate your intelligent ABM strategy with data.

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Tags data analytics, data management, data segmentation, data strategy, LogMeIn, marketing strategy, Merit direct, predictive analytics

Americas Global Insight Strategy and Management USA

Insight-led ABM: the case for a segmented approach

Post author By Dave Munn
Post date 1st August 2017

B2B marketing is changing, with more and more B2B marketers shifting to targeted and personalised approaches – emulating B2C tactics and focusing on solving the buyer’s requirements rather than purely promoting standard products and services. Dave Munn discusses The Three Rs of strategic marketing: Reputation, Relationships and Revenue, drawing details from his topical book which explores insight-led ABM.

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Tags account-based marketing, Adobe, B2B marketing, data analysis, marketing campaigns, personalisation, sales and marketing