Tag: data analytics

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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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Americas Data Management Global Insight Strategy and Management USA

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

mature companies data

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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Data Management Insight Strategy and Management

Online marketing science – changing billboards to banners isn’t enough

online marketing science, free delivery

Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.

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Data Strategy Europe Insight Strategy and Management

On target: how to improve digital campaign accuracy

demographics, digital campaign accuracy

Nearly half of online ads served aren’t delivered to the audience that advertisers intended, with campaigns particularly struggling to target women. So what can marketers do to improve targeting and digital campaign accuracy?

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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 Strategy Europe Global Insight Strategy and Management UK

The power of data – data may be the new oil, but it’s only valuable if you have a reliable engine

power of data

The power of data and the dangers to business if marketers continue to misuse data by delivering bad customer experiences were discussed at a recent conference: Data experts agreed how vital it is to use data effectively.

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Best practice Data Strategy Global Strategy and Management

Leveraging marketing personas: differences between ‘I want’ and ‘I need’

marketing personas, consumer reviews

Marketing personas characterise target users or potential customers and sum up all their key information – and segmenting a database by personas has been proven to increase uptake. Here’s how to create and leverage this sales and marketing tool for best effect.

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Americas Data Strategy Global Insight Strategy and Management USA

Intelligent ABM: Why data is your passport to success

Intelligent ABM

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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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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Europe Global Insight Strategy and Management UK

Brand partnership – deploy dream teamwork to triumph in customer loyalty

account-based marketing , brand partnership

Relevant brand partnership can help marketers deliver successful loyalty programmes – and the strategy goes beyond offering exclusive and unexpected customer experiences. Partnerships also give brands access to a wider set of customer data that will drive loyalty by association. What’s not to like? Just make sure you get the right partnership, says Chris Wilson.

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