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.
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.
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.
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.
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!
B2B measurement can be very tricky. With all the data out there today, it can be difficult to measure and report on the right things. That’s why 
we’re recommending this – an entire eBook, devoted to the topic of measurement. The GMA has partnered with Demand Exchange to bring this report from DemandBase.
In this expert ABM guide, you’ll learn how to:
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.
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.
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.
Technological advancements are having a huge effect on data management and insight that can be gained from careful data analysis – delving ever deeper into big data to enhance and perfect the customer experience. Nicolas Finet takes a look down the year ahead, examining the evidence and thoughts of field experts, and makes a few considered predictions.
For most marketers, 2018 will be a milestone year – the year when their data comes under scrutiny by both regulators and consumers themselves, who are increasingly aware of the value of their personal details and concerned about how they are used. Is your company ready to comply with the changing GDPR? Are your data policies in order? Marketers need to focus on the merits of GDPR and how it will rebuild consumer trust. Here’s what you should be aware of and why you should be preparing now, before the new regulation becomes law in May 2018.