Posts tagged with Data

Is site search less important for niche retailers?

Is site search less important for niche retailers than larger ecommerce sites? 

It's an interesting question, and one which came up when I was moderating the Site Search and Naviagtion roundtable at Digital Cream last week. 

Roger Willcocks of Screen Pages has been sharing some stats on 21 of his clients' ecommerce sites, and finds that onsite search doesn't play a huge role in navigation. 

However, when it is used by visitors, it more than pays its way... 


Four tips for using data-driven marketing on the path to conversion

Do you make your decisions based on data or are you among the 89% of marketers that make their customer related decisions based on factors other than analytics?

A recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition, while the few who do use data aggressively for the most part do it badly. 

According to a another recent study, 77% of CEOs have trouble linking marketing efforts to tangible results, such as revenue, shares and conversions.


Australian B2B companies are lagging behind with their online profiles

Australian B2B companies are struggling with their online presence, choosing not to properly utilise social media, according to a new government-funded study.

The report, Australia’s Social Media Presence in 2012; The Roadmap for 2013, aims to better understand how social media can help B2B businesses, looking at how the top 207 B2B companies are using social media and how this influence can convert into real world sales.

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A plea to all data geeks: speak human

An innumerate marketer begs the new species of click-sniffer to make a bit of an effort and translate your undisputed brilliance into some language other than Klingon or Ithkuil.

If you believe the bloggers (and who doesn't?), marketing departments all over the world are clearing out the desks of their PR, advertising and 'corporate communications' dinosaurs to make room for the new breed of data geek.

On the whole, that’s good, but data is only useful if the lessons it provides can be communicated in terms that people can understand. 

How to effectively segment your customer database

How to effectively segment your data

It's a well-known fact that relevance is one of the points to focus on when sending promotional email messages to your customers. Data is relevance!

The data you gather from your customers and store into your central database provides you with tools to create relevant and timely messages.

By segmenting your marketing database into relevant target groups, you are on your way to get the most out of your customer data.


Online advertising in Australia hits $3.3 billion

Digital ad spend in Australia reached $3.3b last year, an 18% increase on 2011, according to a new Interactive Advertising Bureau (IAB) report.

Figures showed that not only did digital ad spend as a whole exceed market predictions last year but mobile advertising saw a growth of 220%, pulling in $86.2m. Year-on-year, video advertising also grew 30% to reach $90.3m. 

The significant rise in figures was due to growth across all categories, including a 27% increase in Search and Directories advertising, a 10% increase in General Display advertising and a 9% increase in Classifieds advertising.


Using analytics to boost your social ROI

Recent surveys suggest that 80% of marketers worldwide plan to use social media data to enhance their overall marketing efforts. However, more than 40% of marketers cite lack of analytics capabilities as a factor that prevents them from effectively collecting social media data.

This presents a significant challenge that needs to be overcome in order for marketers to tailor social communications in ways that encourage meaningful engagement.

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Report: Australian marketing emails missing the mark

20% of emails sent by Australian brands do not reach the intended inbox, with 2% being sent to spam and the other 18% going missing or being blocked.

This problem gets even worse if the intended reader is a Dodo or Optus subscriber, as only 57% of legitimate email were delivered to these inboxes in 2012.

In contrast, 92% of marketing emails reach their target inbox in New Zealand, with only 8% going missing. 


The forgotten Australian market? Baby Boomers.

It seems Australia’s Baby Boomers are being shunned by brands and marketers who are instead focusing on younger, more tech savvy consumers - something that's already been identified as an opportunity in other countries. 

According to a new Mi9 report, only 10% of Australian advertising spend is directed towards Baby Boomers, despite the fact that this age group is currently entering into a ‘Lifestyle’ stage where they have more disposable income than any other group.  

And of the small number of brands who do target the over-55s, it looks like they may be entirely missing the mark, as overwhelmingly, 94% of Baby Boomers say they dislike the way advertisers currently communicate with them. 

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The single customer view is dead. Long live the single individual view

Can we really access of all data we have on customers and make decisions on the fly?

Here, I discuss the types of data which is available and describes how the single individual view is emerging as the way forward, not the ever dependant single customer view.


The key to Facebook's ad targeting may not be Facebook data

If Facebook is to ever rival Google's dominance in the online advertising market, many believe that the world's largest social network will need to figure out how to take advantage of its treasure trove of user data.

That treasure trove includes significant amounts of personal information that users have provide about themselves, and it grows by the day as users upload and tag photos, share content with their friends and 'Like' brand Facebook Pages.


How social media is impacting Australian TV viewing habits

A new Yahoo!7 survey has revealed that social media is playing an increasingly larger role in influencing the television viewing habits of Australians.

The second annual Social TV Survey polled more than 7,000 online Australians late last year and found that almost half of the respondents (43%) used social media while watching television.