Tag: Big data

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Data Management Global Insight Strategy and Management

The data scientist, examined – addressing the talent gap in data analytics

data management, data scientist

It is now generally agreed that the process of analysing data is key to successful marketing. Collecting data from happy and consenting customers is fine, but putting that data to good use – identifying trends, optimising campaigns and examining effectiveness in detail – is still a skill that many marketing departments lack. How skilled is your data scientist? …What’s that? You don’t have one, just a regular marketer trying to keep all the balls in the air (and dropping a few)? Find out why the science of data is so important – as is the need to fill that specific role.

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Europe Global Insight Strategy and Management UK

Changing role of chief marketing officer – who is the CMO of the future?

chief marketing officer

The modern CMO must shine in an ever-changing and increasingly challenging workplace, in a role that is in a constant state of flux. Essentially, it’s because of Big Data – customer expectations and technological innovation are combining to pile the pressure on marketers to showcase skills that were never required of them just a few years ago. How do they feel and how do they cope? Jamie Matthews shares some expertise and some survival tips:

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Artificial Intelligence Data Innovation Global Insight

Five big artificial intelligence ideas for marketing

artificial intelligence ideas

Marketing has come a long way since the scattergun approach. Customer-centricity has driven the need for polished personalisation and technology is empowering ‘laser-guided marketing’. Doron Youngerwood discusses this concept and offers some artificial intelligence ideas and tips to guide marketing ‘artists’ into becoming marketing ‘scientists’.

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The cross-border question: should agencies do more to localise content?

localise content

Providing customers with personalised content can lift revenue by 15%, according to Harvard Business Review, so why is it that businesses so often settle for producing generic marketing – or, worse, create messages that simply do not translate? Robert Berkeley says they need to do more to localise content if they are to draw in customers and grow their businesses.

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Data Innovation Global Machine Learning Next Practice

Digging into big data: how deep learning can unlock marketing insights

deep learning
Web analytics concept - Multicolor version

The news is full of how artificial intelligence will transform the world around us, but as marketers, how will it impact our industry specifically? Here we explore why one technology in particular holds a lot of promise for data-driven marketing. Because in all that big data we produce, there are countless hidden insights that we’re missing every day — and deep learning is the key to unlocking them.

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Data Strategy Global Insight Strategy and Management

How to adjust your vision of new tech, data marketing and business growth

new tech

The arrival of the digital age has flummoxed many marketers – some of whom still call decade-old technology (such as smartphones) new tech. Three-quarters of the web’s sites are inactive, full of graveyard content, and there’s a deluge of data as yet unprocessed. Get with it and pick up the pace, says author Minter Dial; don’t let your business get left behind. Look to the future . . .

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Data Strategy Global Insight Strategy and Management

Think you have a handle on understanding marketing data? Think again!

understanding marketing data, an account-based marketing strategy

Correctly analysing customer data is part of modern marketing strategy. But understanding marketing data and viewing it clearly is not always achievable. Author Steve Wexler explains how to simplify the task.

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Big Data Data Innovation Global Next Practice

Analytics and targeting: why marketers vacuum up data

marketers vacuum up data

Recently, the possibility of selling data collected by a robot vacuum cleaner triggered a debate about legality and ethics. But why would marketers vacuum up data and how would they use information about a home’s square footage, furniture and other personal details to reach customers? Tim Scargill discusses the many ways marketers utilise data analytics to predict consumer behaviour, improve targeting and personalisation and determine the ROI of their marketing efforts.

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Data Driven Channels Europe Global Insight Marketing Automation

Marketing automation tools: leaders and rising stars

marketing automation tools

Ranging from which consumers are most likely to purchase to which campaigns are most effective, marketing automation tools with their heads in the cloud keep marketers’ feet firmly on the ground, presenting them with instant information and access to data. But there are giants out there, vying to be the best automation platform. Daniel Wiglas has been personally testing and studying form avidly – as part of his Master’s thesis – and here presents a round-up of his findings:

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CRM Data Driven Channels Europe Global Insight UK

Personalised marketing: it’s good, but it’s not right (yet)

personalised marketing

Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.

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