Nicolas Schwabach and Magno Silva relay their experience of using machine learning methodologies to improve lead generation. In doing so, the ‘marketing mathematician’ and algorithm developer seek to demystify machine learning approaches in marketing.
The benefits of account-based marketing (ABM) have been much vaunted in recent years. Yet achieving excellence is still a common struggle for marketers. This call-to-action should help invigorate your commitment to this vital tool of sales and business growth.
What’s REALLY been worth reading over the past week? Craig Hanna, digital marketing consultant and resident GMA managing editor, introduces the articles that have caught his eye…
In an era where data overwhelm is the norm, a data strategy that actually works is a rare commodity. Here we offer a practical guide on how to build a data strategy featuring expert commentary, data strategy templates and some of the best resources on the internet.
Our new report with MeritDirect takes stock of the current state of data-driven marketing. Drawing on a combination of surveys and interviews with industry leaders, we reveal how forward-thinking data marketers are continuing to find opportunity in a shifting technological and regulatory landscape.
We discover the mood is optimistic. Organisations are continuing to increase their investment in data and continue to realise its potential as a key business driver.
“…We’re seeing data being leveraged in smarter, more innovative and responsible ways. The complex mix of technologies and techniques which are currently being utilised underlines the importance of integrated and holistic approaches to data…”
– Karie Burt Senior Vice President – International/Privacy MeritDirect
Our free B2B Data Insight Report explores how marketers are:
Today’s B2B data leaders and marketers are raising the bar of what constitutes great customer engagement and user experience by using data in a more creative, responsible and intelligent manner, in order to drive more favourable outcomes.
Download the report by registering below.
Yuval Ben-Itzhak, CEO at Socialbakers, sums up the nature of the challenge and opportunity:
“For traditional organisations which have been around for years it’s a big change. It’s not just about the tech. Digital transformation is also about the people and the process – and how to convince people to do things differently while still seeing an increase in their performance.”
Our latest Data Briefing featured a Q&A with Barry McNulty, Head of Data at Hyde Housing Group. He reveals the impact of data and technology on the housing industry: the good, the bad and the difficult.
We also cover Simon Blanchard’s talk on safeguarding new data solutions and Robert Bond’s analysis of privacy in a world of fast-evolving technology.
What are the key issues facing data driven organisations today? And how should we tackle them? Experts from the fields of data governance, innovation and strategy gathered at our recent breakfast briefing in London to give their take. Here we’ll reveal some of their best practice tips, starting with Robert Bond who gives his verdict on how to approach GDPR and evolving global regulation trends.
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.
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.
GDPR non-compliance will cost those who risk it up to 4% of global turnover. But even without GDPR fines, most marketers know that dirty data hits the bottom line. Royal Mail research has revealed what brands and agencies are doing to plug the ‘leaky bucket’ of customer churn – to cleanse, validate and improve the quality of the data they hold. Jim Conning examines the findings.