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B2B Data Insight Report: Unlocking opportunity in a shifting landscape

data usage , age of data driven marketing article

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:

  • Exploring data-driven opportunity today
  • Adapting and thriving within a tighter regulatory landscape
  • Leveraging a range of best practice approaches
  • Using data to drive both digital and offline marketing techniques
  • Preparing for the new technology, processes and tactics of the future

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.”

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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 Global Insight Strategy and Management

Testing, testing: 5 reasons why research increases the effectiveness of marketing

market research

There’s an element of chance with every marketing campaign, but the more a business knows about its target audience, the better the chance of resonating with consumers . . . which is why researching your market is so important.

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Data Strategy Europe Global Insight Strategy and Management UK USA

Charity donors: charities are last to be told when moving house

charity donors

Karen Pritchard tells why keeping track of house-moving charity donors is essential.

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Data Driven Channels Global In the News Mobile

Mobile device production – emissions to rise by more than 30% in five years, says report

mobile device production

A new report from Juniper Research has found that mobile device production will generate more than 115 million tons of greenhouse gases (GHGs) per year by 2019.

This level –  equivalent to 60 years of flights from London Heathrow airport, or the annual emissions from 22.6 million cars – represents an increase of more than 30% on the 2014 figure.

According to the report – Green Mobile: The Complete Guide to Vendor Strategies & Future Prospects 2014-2019 – vendors have made progress on reducing their own carbon emissions but have not prioritised environmental sustainability to the extent required to drive their suppliers into action.

Still weaknesses in the supply chain

As vendors are directly responsible for fewer than 5% of overall production emissions, the report highlights the need to drive change across the whole value chain in order to achieve a significant net reduction across the whole industry.

With MNOs (mobile network operators) starting to unify their eco-ratings, and consumers able to quickly have vast amounts of product information at their fingertips, vendors cannot continue to hide bad practices in their supply chain. The report demonstrates that the greatest reductions can be made in component manufacture. By encouraging component makers to improve energy efficiency and adopt more renewable energy sources, vendors could incentivise a potential 18.8 megatonne decrease in GHG emissions.

Green business is good business

Additionally, the report argued that with eco-ratings playing a larger part in product evaluations, the business imperatives for sustainability were impossible to ignore.

Other key findings include:

  • Phone design has a large impact on recyclability, as certain design features make recycling uneconomical. Vendors must plan for the end to ensure they do not exacerbate the growing e-waste problem.
  • ICT lobbying of energy companies has had a positive impact on renewable energy adoption, and further action here could curb user-related emissions.

The white paper, ‘How Green Is My Mobile?’ is available for download from the Juniper website together with full details of the report and the attendant Interactive Forecast Excel (IFxl).