Tagged 'data-driven marketing'

Data-driven marketing versus Big Data marketing…Huh?

Posted by Glenn Pingul on September 9th, 2013 at 11:18 am

If you’ve asked yourself ‘Aren’t we already doing that?’ when it comes to Big Data marketing, you’re not alone. Although marketers are feeling the pressure – both externally and internally – to evaluate and adopt new technologies and techniques, many struggle to identify how their current data-driven techniques really vary from the Big Data phenomenon at play.

Does Big Data marketing leverage different data? More data? Better data?
Do the technologies and processes change how I engage with my customers? Smarter? Faster?
Are the results different? Better? Impossible to achieve with what we have today?

Well, yes and no to all of the above. It’s not about altering the data used; it’s about altering the way the data is used. And it’s not about changing how you engage with your customers; it’s about automating the delivery process to extend relevant reach. Lastly, it’s not about aiming for different results; it’s about optimizing the process to expedite those results.
Many marketers who are focused specifically on cracking the code for ‘successful mobile marketing’ are turning their sights to Big Data marketing based on the points mentioned above – data analysis, automation, and optimization. It’s just not feasible to... Read more

Accelerating Social Maturity Through Data-Driven Strategies

Posted by Kristin Hambelton on July 27th, 2011 at 8:49 am

Thanks to social media, we have propelled full-speed into a new phase of marketing that is driven by heightened interactivity and personalization. Because of this, developing and coordinating timely, relevant content has quickly become one of the most significant challenges for brands seeking valuable, long-term relationships with customers and prospects.

A Rebuttal to Time Magazine’s ‘Data Mining: How Companies Now Know Everything About You’

Posted by Jeff Adelson-Yan on March 11th, 2011 at 7:18 pm

Time Magazine recently published the cover story ‘Data Mining: How Companies Now Know Everything About You.’ It’s another intelligent and well-articulated point of view from Joel Stein; however…
I think as we tend to do with the hot topics du jour, there is an inaccurate portrayal of what consumers truly perceive to be important. To clarify, I’ll define what consumers “perceive” as important based upon two metrics:
(i) What they say is important/what their beliefs are and
(ii) What they actually do (i.e. what they purchase).
For example, a recent Harris Poll conducted in November 2010 found that while more Americans now describe themselves as being environmentally-friendly, their actual purchase behavior contradicts that. We say we want to be “green” but don’t live that way. So what gives? A new Rasmussen Reports survey finds that of those who will buy a “green” car in the next decade, nearly half (49%) are more likely to do so because of high gas prices, not because it’s good for the environment…and there’s the 900 pound gorilla in the room – economic motivation.
When it comes to behavioral patterns online, most consumers would still prefer to pay not with currency,... Read more

Why “Bounce Rate” is a Poor Performance Metric for Data-Driven Marketers

Posted by Jeff Adelson-Yan on February 22nd, 2011 at 6:24 pm

Bounce Rate is a poor performance metric for data-driven marketers.
Yes, I said it. Add bounce rate to the growing list (along with time spent on site, page views, etc.) of poor or deceptive performance metrics when measuring the level and quality of engagement of your web traffic.
Wikipedia defines bounce rate as occurring “when a web site visitor only views a single page on a website, that is, the visitor leaves a site without visiting any other pages before a specified session-timeout occurs. There is no industry-standard minimum or maximum time by which a visitor must leave in order for a bounce to occur.” Bounce rate is expressed as a percentage of visitors who “bounced.”
Bounce rate is commonly regarded as an important metric in measuring the level of engagement of traffic to your web site. A low bounce rate means your visitors are very engaged and a high bounce rate means your visitors are not engaged, right?
Not so fast.
Bounce rate, as it is measured by major analytics platforms such as Google Analytics, Omniture SiteCatalyst, Webtrends and Coremetrics, are currently missing one important metric in... Read more

Question Nothing: 3 Examples of How to be Average

Posted by Steve Parker, Jr. on February 11th, 2011 at 4:38 pm

Every single day businesses make fundamental errors in judgment when it comes to customer service, providing said service and communicating clearly and constructively with their customers and vendors.
What follows are three examples of how to be just average.