Tag: marketing campaigns

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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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Americas Global Insight Strategy and Management USA

Insight-led ABM: the case for a segmented approach

Insight-led ABM

B2B marketing is changing, with more and more B2B marketers shifting to targeted and personalised approaches – emulating B2C tactics and focusing on solving the buyer’s requirements rather than purely promoting standard products and services. Dave Munn discusses The Three Rs of strategic marketing: Reputation, Relationships and Revenue, drawing details from his topical book which explores insight-led ABM.

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Americas Data Management Global Insight Strategy and Management USA

SMBs: what data do you need and how do you get it?

SMBs data

A database is like a garden – it needs continual attention, says Robert Howells. Here, he presents part 2 of his series of articles looking at data strategy and business goals. This one examines requirements for growth of small and mid-size businesses and those SMBs data needs.

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Best practice Data Driven Channels Email Europe Global UK

When email goes wrong: No 1 – Every Communication Matters

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When email goes wrong – series

First in a new series of critical reviews, in which the GMA highlights email communications we come across while doing our jobs that could be so much better. Here’s a example of the ultimate in email un-personalisation!

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Americas Data Management Global Insight Strategy and Management USA

Start-ups: what data do you need and how do you get it?

marketing ROI start-ups data, entrepreneurial venture

It might seem obvious, but it is quality not quantity of data you need to support your marketing efforts. Here, consultant Robert Howells brings the first in a series of data articles – this one looking at start-ups data; how they find their data and what they do with it for optimal effect.

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Data Driven Channels Europe Global Insight UK

Insights session highlights marketing to consumers in ‘age of anxiety’

age of anxiety

In an age of anxiety (recession, Brexit, Trump), how can brands ‘ride the wave’ of changing consumer behaviour? Using its own data looking into consumer behaviour, Exponential shows that marketers’ initial reaction in times of crisis – to pull an advert – is not necessarily the way forward.

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Data Driven Channels Global Insight

Top tips for using Facebook Custom Audience lists

using facebook custom audience lists

Carefully target your marketing by using Facebook Custom Audience lists, says expert Lauren Ahluwalia. Here, she reveals her step-by-step guide to creating a successful Facebook marketing campaign.

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Best practice Data Driven Channels Email Global UK

Using personalisation and contextual marketing to transform email marketing campaigns

one to one email

The average consumer receives 500+ marketing messages every month, but fewer than 7 per cent are actually opened. External factors can significantly influence the impact of email marketing campaigns and there are a number of ways to optimise a business’s chances of emails landing safely in a consumer’s inbox and catching their attention.

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Data Driven Channels Global Insight UK

Life events marketing: putting the consumer into context

customer engagement poor customer engagement life events

Are you getting married? Starting a family? Perhaps you are moving house . . . whatever is changing in your life, it affects your buyer behaviour. That’s why marketers need to be aware of the ‘context’ of the consumer and, accordingly, to put into practice Life Events Marketing; sending appropriate messages to reach the Right Person, in the Right Place, at the Right Time – and in the Right Context.

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Data Driven Channels Europe France Global Insight UK USA

Customer service: here’s the big picture

customer service

The building blocks of a customer-centric approach are generally thought to include being accessible, responsive, empathic, collaborative and ‘putting the customer’s best interests first’. Claire Bonniol tells how to go beyond that culture and uses examples of brands that are ‘doing it right’ to show what great customer service looks like.

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