Tagged 'big data'

Data-Driven Marketing: Knowledge is Power [Infographic]

Posted by Joseph Vito DeLuca on September 1st, 2015 at 1:29 am

Marketers are understanding the impact data has on creating relevance when it comes to carrying out effective communications channels with customers and potential customers. However, marketers are also finding data collection, segmentation and activation to be a daunting task.
In the below infographic by Yieldr, all of these points are outlined. For instance, one-third of marketers say their ability to analyze data to create personalized experiences is poor. Therefore, many marketers are seeking outside help, with data-management platforms playing a vital role.

How Brands Use Polls to Leverage Deeper Drivers of Engagement

Posted by Bill Guild on May 18th, 2015 at 1:20 pm

When brands have a full understanding of the qualifications, motivations, and preferences that drive campaign conversions, they can qualify their audiences and adjust creative messaging to resonate with consumers who will become good customers. This boosts campaign results at all points in the customer journey.

5 Ways to Convince Your CEO to Embrace ‘Scientific’ Marketing

Posted by Glenn Pingul on April 30th, 2014 at 7:17 pm

You’re pumped. It’s time to go in a different direction. It’s time to redefine your company’s marketing approach. You’re ready and can’t wait to get started…and then it all comes to a halt.
“Why are the investments we’ve made in marketing not enough?” “Why can’t you apply our existing technologies in new ways to be more effective?” “Why do we need to reinvent the wheel?” “How do you know this approach will drive better results?”
My short answer: “Because if we do the same things over and over again, we can’t expect a different result,” and, I might add, “Because science is proven to trump instinct.”
As a marketer I’d argue that nearly early every one of us is trying to figure out how to use big data to more accurately and systematically identify and meet customers’ needs. In doing so, every one of us wants to adopt a more scientific approach to marketing – one that relies on scientific methodologies to guide how we more intelligently engage customers to drive better results. And yet we all know that this is no easy task – scientific marketing requires not only a new way of thinking but also investment... Read more

How To Take Your First Step Toward Targeting Consumers With Behavioral Data

Posted by Ann Breckenkamp on April 4th, 2014 at 11:03 am

Although many marketers talk about the importance of tapping into "big data" to improve their customer experience, a recent study by Razorfish and Adobe sheds light on the fact that a vast majority of marketers fail to use behavioral data in segmentation analysis and targeting execution. Many businesses struggle to incorporate behavioral data into their customer engagement practices for a variety of reasons: the data is difficult to access, they are unclear which data to use, they have trouble gleaning actionable insights from the data, and so on.
But when you approach it systematically, getting started isn’t as difficult as you might think.
In case you are among the 76% of marketers who are looking to take your first step towards sending more targeted communications to your customer base, we have put together the following process for how to think about developing your new campaign strategy.
Step #1: Define Your Goals
As with any new marketing campaign, the first step is to clearly outline your business objectives and definition of success. Your campaign strategy will differ depending on whether your primary goal is to acquire new customers, engage existing customers, drive profitability or something else altogether. Although it may sound obvious, you can expect... Read more

4 Words Every Digital Marketer Should Use

Posted by Glenn Pingul on January 31st, 2014 at 11:51 am

January is the month of predictions and trends – with everyone proclaiming what the new year will have in store. Forbes says 2014 is the year “Big Data goes mainstream.” Wired claims 2014 is “the year of actionable data.” And a lot of folks are predicting this is the year marketers adopt a “mobile-first” mentality.

I’m on board with all of these predictions – but also know that more data, smarter technologies and a heightened interest in mobile come with an expectation of delivering a new kind of digital experience – one that is valuable for both the consumer and the marketer.

And according to Forrester, “A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business as we more fully enter the digital age.”

So as savvy marketers focus their sights on new tools, techniques and processes to help them deliver an impactful digital experience, here are a few key words that should be top of mind in every conversation, every investment, and every decision:

1. Insights
The ‘bigger is better’ mentality around data is shifting.  Through a variety of experiments and launched initiatives, marketers have learned that success... Read more