Thanks to big data, automation, and machine learning; predicting trends is becoming an increasingly scientific pursuit. At this year’s Festival of Marketing, Richard Maryniak from Black Swan Data provided an insight into how they’ve been using social data to predict consumer demand in the food and drink sector.
Many online retailers remain sluggish in moving beyond the cookie in order to better understand their consumers. Gracia Amico from BounceX argues that it’s time to re-think digital marketing and provides 5 key reasons why behavioural marketing is an essential upgrade.
The GMA and MeritDirect have teamed up to produce a new report which explores the power of account-based marketing (ABM) and how it can be leveraged to create better returns for marketing and sales teams.
For those struggling to fully comprehend the benefits of account-based marketing – or communicate them to buyers – this report lays bear its importance and how it will deliver a strong ROI.
An increasingly digital, fintech-driven industry needs not more marketing, but better marketing, to ensure it’s successfully identifying consumers’ real needs and finding powerful and successful ways to engage with them. Post-GDPR, Lucian Camp points to the current crisis of data privacy concerns and trust issues and says marketers should now learn to manage consumer distrust, rather than to try to tackle the impossible task of restoring it.
Does the deluge of data sometimes make you feel like you are fighting for air? Box clever, says Tyler Greer, ensure your data strategy planning and the insights you are gathering are punching in the right direction: data that is correctly verified is thus good data – providing insights that guide our targeting; clearer understanding of audience behaviours that drive higher performance campaigns. Here’s how and why you should get the good data.
ABM at scale – is it just smarter marketing or a whole new approach for B2B, leveraging marketing technology and the power of data to deliver real ROI? Alex Wares tells how to master intelligence-led marketing by taking ABM expertise out of the tech space.
Clearly understanding the need for customer segmentation puts marketers on their way to targeted, tailored and relevant marketing, says Abhi Yadav. But add to that some more detailed how-to info and you can empower your customer data, meaning you are even better placed for a greater return on your investment. Here’s that how-to info:
First, computer cookies as data collectors and now AI, bots and myriad automation – they are all bringing a level of ease and convenience to our lives as consumers; offering targeted ads, using our locations and preferences for relevance, saving us our valuable time. But they also offer unease and concern . . . followers or stalkers, assistants or snoopers? Just how far can technology – and brands and even governments – go when it comes to gathering and using data? It’s all about ethics, says Steven van Belleghem, delving into the great privacy & technology debate.
Technological advancements are having a huge effect on data management and insight that can be gained from careful data analysis – delving ever deeper into big data to enhance and perfect the customer experience. Nicolas Finet takes a look down the year ahead, examining the evidence and thoughts of field experts, and makes a few considered predictions.
A clear data hygiene strategy is vital if your business is operating on a global scale, says Anna Kayfitz – but it’s not an easy task to monitor and maintain international data and to standardise fields and formats. Here are her tried and tested tactics for optimising data management and keeping globalised data pristine.