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According to The Aberdeen Group, 2012 was when we really started living in the ‘Big Data’ world. It was one of the hottest technology terms bandied around last year.
But what is it today, and how can marketers use it to enhance lead generation and business?
It's how you use it. Big Data is today's marketing black, no doubt about it. But it's not as one pundit suggested "Big Data is just ordinary data with good PR" neither is it just the amount in your stash.
No, if you want to realise the massive/staggering/blinding difference data about your visitors can make to your marketing, business and profits you have to learn to wield it effectively.
So, having been given the opportunity to blog about data-driven marketing, data-privacy, and all things targeted, I should start by talking about what we mean by, and can do with, the Big Data bonanza that the online channel provides us...
In a world of buzzwords, perhaps the most over-used and under-explained term that marketers will be coming up against this year is “Big Data”.
Big data, as we’ve learned from actually working with the stuff is realistically only the first part of the jigsaw when it comes to upping your game and marketing in a more agile manner that’s responsive to the market you’re serving.
We believe that it takes Big Marketers to unlock big data. People who are willing and able to look beyond the now bygone era of a “campaign” that has a start and end point and realise that digital marketing has become about responding to the fast pace of the internet itself, with equally fast and relevant decision-making.
In this piece, we discuss the kind of attributes a marketer needs to take themselves to the next level and employ a big marketing strategy that will not only set them apart from their peers, but help them to build knowledgeof how to take the rough diamond that is rawdata, and transform it to work best for your brand.
We live in an age of Big Data and more and more companies in a wide range of industries are making it a point to collect as much data as they can about markets, transactions, their website's users and customers.
When it comes to customer data, retailers are a blessed bunch because they have greater opportunities than many to collect this type of data.
Numerous trends are discernible in the predictions made for 2013. One of the most apparent: the continued rise of big data.
What big data is, the roles it is creating and data management best practices came into focus for many businesses in 2012, but putting big data to use will likely be one of the biggest challenges facing companies in 2013.
Despite the fact that social ad spend is expected to double by 2016 and analysts are increasingly bullish on native social ads, search continues to be the go-to channel for advertisers looking to drive ROI.
The record-breaking holiday shopping season is making that abundantly apparent. While sales driven by social referrals have thus far been miniscule, early analysis of Black Friday sales data by search and analytics consulting firm NetElixer finds that search ads are killing it.
The iPhone accounted for 61% of smartphone visits to e-commerce sites in Q2 compared to 37% from Android devices, according to new data from Monetate.
This represents a massive shift since Q4 2011 when iPhones made up 52% of traffic versus 46% from Android.
The launch of the iPhone 4S in October may have had an impact, while new Android devices such as the Samsung Galaxy S3 appear to have had little impact on traffic numbers.
However there’s a different story when comparing tablet traffic. While the iPad still dominates the market the Kindle Fire and other Android devices have managed to take 10% of market share away from Apple in less than a year.
Working out where your sales are coming from is a vital part of e-commerce, as understanding attribution allows you to effectively manage your marketing budgets.
The value of each touch point varies hugely between different industries, and even between competing brands.
A new report from IgnitionOne, due to be released next week, looks at the conversion paths and latency (the amount of time between the first exposure and when the conversion occurred) for the travel industry.
Digital is extremely important for the travel industry, as data included in the Econsultancy/Foviance Multichannel Customer Experience Report shows that three quarters of travel research takes place online.
IgnitionOne’s report found that paid search is the key driver for getting customers to spend more money. Outside of organic search, it drives a 71% higher average order value (AOV) than any other single channel.
The tablet market was virtually non-existent two years ago, but all that changed with the launch of the iPad.
Since then, Apple has sold more than 55m iPads, and with other manufacturers launching their own tablet PCs, this means that a significant proportion of users are accessing the internet via tablet devices.
For marketers and online retailers, the tablet user represents an interesting opportunity. This is a target market that generally has more disposable income, and often has different usage patterns to mobile or desktop consumers.
Stats suggest that tablet users convert well, and in some cases have a higher average order value.
I’ll look at the key trends in the tablet market, how people use these devices, what publishers and retailers can do to make their websites more usable for tablets, and we’ll look at brands that have adapted well to the iPad and other tablets.
iPad conversion rates are double that of desktop, and almost twice as high as other mobile devices, according to stats that show the value of tablet users for online retailers.
According to stats from Affiliate Window's M-commerce white paper, the average conversion rate for iPad was 3.82% in August, compared to 1.9% for desktop (i.e. non-mobile).
The stats suggest that retailers need to optimise their websites to take full advantage of iPad shoppers.
There may be no free lunches in life, but don't tell that to consumers who love their free shipping.
Thanks in large part to consumers' desire to get something for nothing, free shipping has become a common part of the online shopping experience. How common? According to comScore, nearly half of online orders in Q1 2011 were delivered free of charge.
2010 delivered everything most online retailers could have expected, and then some in many cases. According to the MasterCard SpendingPulse eCommerce Index, online sales rose over 15% year-over-year, and ecommerce accounted for $36.4bn in holiday sales.
Search marketing agency PM Digital says retailers can thank paid search for a good portion of that rise.