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Subarus are not particularly sexy. Neither is the subject of data, for that matter.
Surprisingly, a combination of the two topics made for one of the most interesting sessions at this week's DataIQ Summit.
What is the future of data management platforms? This is a question I get asked a lot.
The short answer is that DMPs are now part of larger marketing stacks, and brands realize that harnessing their data is a top priority in order to deliver more efficient marketing.
Improving customer experience requires as much attention to how things work inside the company as how customers are interacting with the brand.
What internal initiatives do marketers feel are essential for improving customer experience from within the company?
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.