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To many brands, web analytics is all about reporting. They use their website data to see which pages are popular, track their site's bounce rate, and understand the customer journeys which drive conversions.
But in 2017, argues Tealium's Andy Clark, we will see the role of web analytics greatly expanded. It will, he states, be used both to enhance external communications as well as internal analysis.
'Data-driven' is one of those terms which seems unnecessary for marketing. Surely all marketing uses data to some extent, so why does there need to be a distinction?
As marketing increasingly moves to digital platforms, however, the concepts behind the term 'data-driven marketing' have become distinguished from more traditional marketing and even have their own vocabulary.
That marketing is 'all about the data' has now become so widely accepted that many marketers are left wondering, what's next?
To some, the future of data looks a lot like the present. Data is something marketers send upwards to business intelligence systems (BI) and report performance.
To many, marketing now is all about data.
In our 2016 Quarterly Digital Intelligence Briefing, more than half (53%) of marketers surveyed said 'data-driven marketing' was their top priority this year.
Digital technology has increased the pace of change in consumer and patient expectations, but most pharma and healthcare organisations haven’t moved quickly in response.
Consumers are taking control over their own healthcare and driving change, preferring a more convenient way to get medical services and access information.
It's been a fine week for digital marketing and ecommerce stats.
So, if you're at all interested in travel and social media, PR and advertising codes, PC shipments, UK adspend, data breaches, email subject lines, B2B customer experience or the 'single customer view', reader, you're in luck.
Only 1% of consumers trust advertisers to look after their data, yet 27% would be prepared to sell their data and 41% of those believe their data is worth more than £500 per year.
This is according to our new report, Value Exchange from Data Exchange, produced in partnership with Acxiom.
In November dozens of senior brand marketers met in Singapore for a full-day discussion of the issues that we're all facing as we drive digital change.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual.
I had the pleasure of hosting two roundtables on data-driven marketing at the Econsultancy and IBM BusinessConnect 2015 event in Singapore.
Digital marketers got together and discussed their challenges around undertaking a true data-driven approach to marketing within their organisations.
Three clear concerns kept popping up and they are not unique to the attendees of the event. So it's worthwhile to explore these and look at how they can be overcome.
Econsultancy and IBM’s BusinessConnect series of events stopped off in Bangkok last week, giving local marketers the chance to share their experiences in data-driven marketing.
Earlier this week Econsultancy and IBM hosted six roundtables in Kuala Lumpur as part of the BusinessConnect 2015 series of events.
The discussion centred around three important topics in digital marketing – data-driven marketing, personalisation, and marketing performance management.
Digital technologies have caused a revolution in the way that businesses operate, and no industry has seen a bigger impact than media and entertainment.
From the outside it’s easy to see how the internet and streaming has caused a massive shift in the way that media companies sell their products, but a new report from Econsultancy and Adobe investigates the internal marketing and strategic challenges created by digital technology.
The vast majority (97%) of media companies surveyed acknowledge that digital has disrupted their sector, with around two in five (44%) seeing themselves as very much part of this disruption and leading the way.
This compares to an average of less than 20% across all sectors, as revealed by separate Econsultancy research.
The report, entitled Impact of Digital Transformation in the Media and Entertainment Sector, is based on a global survey of nearly 200 media and entertainment executives based mainly in North America and EMEA.
Here’s a summary of four key trends identified in the report: