Category: Data Strategy

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5 steps to supercharge the future of digital media

charge digital media

Trust in digital advertising is at an all-time low thanks to various data misuse scandals and the public’s growing awareness about how their data can be exploited. While GDPR can be seen as the regulators big stand on behalf of consumers, the industry itself should be taking a proactive approach too. So what should advertisers and vendors do? Ben Humphrey suggests five key areas where they should take action.

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All content Big Data Data Strategy Insight Programmatic Advertising

4 ways to personalise your ads and wow customers

ad personalisation data

The ability to harness data is the foundation for ever-more personalised marketing – and it lies at the heart of what being ‘data-driven’ is all about. Babatunde Khalidson focuses on four key personalisation opportunities provided by data – as well as the challenges that need to be overcome. He begins by looking at three-tier granularity…

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All content Data Strategy Insight

Personalisation to the masses: the power of point-of-sale

customer loyalty

Loyalty programs are a popular way of providing a personalised service to repeat customers. But in such a crowded marketplace retailers have a tough task persuading customers to partake in yet another scheme. Andy Watts reckons that utilising real-time data at point-of-sale can help you circumvent the problem.

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All content Big Data Case Studies Data Management Data Strategy Insight Market Data

How ABM can unearth dormant opportunities for sales and marketing teams

Account based marketing digging

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.

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Americas Data Protection Data Strategy Europe Germany Global Insight Latin America Netherlands Spain Strategy and Management USA

Think global, act . . . globally – unlocking what the global customer really thinks about data

global customer

Despite cultural and economic differences, new research shows consumers around the world take a similarly pragmatic approach to sharing their data. Jed Mole analyses the results of the study into how the global customer perceives data collection, how they view their data privacy and the value they place on their data use.

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Data Protection Data Strategy GDPR Global Insight Strategy and Management

How to make your brand stand out as an ethical data user

Since GDPR came into force and with ever-tightening rules surrounding data collection and the data user, marketers are being urged to be more ethical, less intrusive. But Ardi Kolah argues that the issue is not about marketers’ sensitivity – or the lack of it – but with our own deepening digital trust.

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Data Strategy Global Partner Content Strategy and Management

Segmentation in 3 easy steps – how to segment lists

segment lists

Segment lists and watch results rocket! Here’s how – the GMA has partnered with Demand Exchange to bring you this report from Act-On, which tells how to do just that.segment lists

Marketers have noted a 760% increase in revenue from segmented campaigns, according to Campaign Monitor. And those are the results we all aim for from our email marketing efforts.

But as well as much better open rates and increased revenue, segmenting lists allows you to have smarter, more personalised and highly relevant conversations with customers and prospects – based on who they are and how they are engaged with your product or service.

Segmenting your database allows you to use a variety of factors, determining to whom to send one-off emails (about sales or events etc), or routine emails (such as newsletters), or when a prospect should be added to an automated program. Creating segments takes time, but the effort will pay off!

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Data Strategy Global Insight Strategy and Management

Big data versus old data – is it time to look back?

big data old data

Take another look beyond the ‘big’ at your historic, ‘old’ data – you might be surprised to see how well it can be leveraged to take your marketing campaigns onto another level. Michael Deane has tips to show how better results can be achieved.

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Best practice Data Protection Data Strategy GDPR Global Strategy and Management

Data quality in focus: GDPR puts data professionals out front for commercial decision-making

data quality

Keeping data clean is at the core of compliance and competitiveness, says Stuart Huke. And the professionals who are focused on data quality are now at the top table of businesses across the UK and Europe – thanks to the GDPR spotlight.

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Best practice Data Strategy Europe Global Strategy and Management UK

Building consumer trust again, post-Cambridge Analytica

building consumer trust

Sit up and take notice, says Tim Haynes – the latest news headlines surrounding alleged data misuse will mean even brands that collect and use data ethically and in good faith will struggle to persuade customers to trust them. Here’s some practical advice on building consumer trust – and how to put marketing ‘skulduggery’ firmly into the past.

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