Tagged 'big data'

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

The End of Intuition? A Discussion with David Edelman

Posted by Penry Price on May 14th, 2013 at 5:08 am

Marketers need intuition more than ever before. The masses of data that they can analyze, and the tools available, can certainly find interesting patterns on their own, but that is just one ingredient in the value creation recipe. Since there’s so much data out there, good intuition (and by that, I’m including judgment as well) is necessary to set priorities for what to look for, what matters to the customer, what the competitive landscape looks like and how behaviors are changing over time.

“Always Relevant” Video Advertising

Posted by Anupam Gupta on May 10th, 2013 at 9:30 am

In today’s world of constantly connected consumers with ever shortening attention spans, online advertising’s mantra “Right time, right place, right person” is more resonant than ever.  The ability to reach those consumers who are most likely to purchase your product or service at the time and in the context to which they will be most receptive is the magic formula for turning browsers into buyers, and video advertising has proven itself as one of the most powerful tools for not just reaching, but engaging those consumers.
Even more than display advertising, online video offers marketers a wealth of options for delivering their message creatively, whether the content is funny, touching, powerful or straightforward. Some marketers have begun the transition from television to digital by repurposing their 15- and 30-second TV spots. This is a promising start, but only a hint of what online video can do to capture consumer attention. It’s time to take it to the next level, creating and repurposing video that’s relevant to the user throughout the decisioning cycle.
As in all forms of online advertising, relevance is key when it comes to getting people to not just view your video content, but actually click through and buy. However,... Read more

Here's Why Data Impacts Everything

Posted by Jonathan Gardner on February 4th, 2013 at 9:53 am

While there are many critical reasons to reform education and job training in this country, here’s one thing we definitely need to do: start preparing a generation of data scientists, analysts and engineers who know how to work with and leverage data to build our tomorrow. I know for sure that our future depends on it. We’re all data now.