Tag: data insight

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Artificial Intelligence Data Innovation Global Insight

Redefining retail: why focusing on CX will maximise potential of big data and AI

redefining retail lessons Amazon Prime Day, native advertising 2020 , Digital evolution, omni-channel

Artificial intelligence (AI) enhances an online retailer’s ability to engage with customers, says Peter Thomas. The technology that is now redefining retail enables algorithms to make the same complex decisions a human could, sifting through the data, but much faster and at volume. It means the customer experience (CX) becomes more tailored and personalised; the customer journey more comfortable. When used well, the tech helps both retailer and consumer.

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Best practice Data Protection Global Legal & Compliance Strategy and Management

Transparency & navigating the adtech ethics conundrum: what the future holds

adtech ethics article on charities being ethical

With disruption continuing in all areas of marketing, transparency is the key driver of this change – the industry must reinvent the advertising model around ethically driven business practices, says Ben Humphry. The problem is twofold: marketers question visability and viewability and complain they are in the dark about ad buying results (were they great or were they faked?); meanwhile consumers fear they are being commoditised via their data . . . so resort to ad-blocking. Trust is eroding on both sides. Thus, adtech ethics must shift from concern to action – here’s how.

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Europe Global Insight Strategy and Management UK

Balancing data and creativity: the key to marketing success

Is the culture of measurement killing creativity? How do marketers achieve a symbiotic relationship between two apparently opposing concepts – art and insight – combining a variety of skills to see campaigns through from start to finish? When it comes to balancing data and creativity, Rebecca Manville has some sound advice.

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Data Management Global Insight Strategy and Management

Data strategy planning: roll with the punches and reveal what your data can do for you

data strategy planning , SDL article on the customer experience

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.

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Data Protection Europe GDPR Global Insight Legal & Compliance Strategy and Management UK

New privacy rules OK – how GDPR will affect data use in retail, automotive and financial services

privacy rules OK

The forthcoming GDPR is designed to help protect consumer data, not to hamper businesses and hog-tie them with red tape. Those businesses that adapt to the changing rules – that turn big data into smart data – will survive and thrive, says Julie Neilson, explaining how marketers in the retail, automotive and financial services sectors are surmounting the obstacles and reaping the opportunities . . . showing that it can be a case of new privacy rules OK!

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Data Management Global Insight Strategy and Management

Tomorrow’s world today – privacy & technology: the ethics debate

privacy & technology, role data marketing

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.

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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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Data Strategy Europe Global Insight UK

Get smarter data insight: combine depth of direct with digital dynamism

Data engagement science, smarter data insight

Dubbed ‘Direct Marketing 4.0’ and ‘Data Directed Marketing’, smarter data insight is achievable if you follow that modern approach, says Phil Andrews. Here, he describes the process required to take advantage of real-time digital markets; combining the depth and rigour of direct marketing with the reach, personalisation and real-time dynamic approach of digital.

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