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Whilst the discussion was ripe with technical tongue twisters, the overall message was clear. Big Data, and its implications on Big Marketing, remains a mystery for many.
There is an endless stream of Big Data platform providers clamouring to prove that only they provide the most verifiable and cleanest solutions.
What is vital here is to not become fixated by promises but instead challenge the vendors’ capabilities to provide specific, applicable data which allows you to achieve the true purpose of engaging with data.
This purpose is to make more informed, Big Marketing decisions.
Whilst some consumer sectors, such as retail, are forging ahead in the mobile channel, it sometimes feels as if B2B is lagging behind.
It’s not surprising though. While retailers can use m-commerce or drive purchases through discounts or incentives, the opportunities and the ROI in mobile B2B seem less obvious.
Here are his thoughts on the day's discussions...
I had the pleasure (or dubious honour?) of moderating on Econsultancy’s attribution analysis and modelling table at this year’s Digital Cream event at the Emirates stadium in London.
It was an intriguing insight in to what ecommerce teams are doing and what is holding them back. The common theme was a slight unease about how best to use attribution modelling to help the business grow.
There was variety in the type of company represented, from membership organisations to high street retailers, as well as the job roles of the people attending, from ecommerce managers to business analysts.
Here’s a summary of the six key issues that were discussed and the challenges that businesses are facing.
Econsultancy has published a freely available trends briefing about digital trends in South-East Asia, based on the second Digital Cream Singapore event for senior client-side digital marketers held in November.
Key issues for those attending were the lack of resources and skills, and the challenge of creating mobile-ready environments.
Econsultancy recently held its first ever Digital Cream in San Jose, our invitation-only event for senior client-side digital marketers.
Opened by Econsultancy EVP, Craig Hanna, Digital Cream San Jose had marketers from companies such as HP, AOL, Macy's, ModCloth and eBay participate in the roundtables, with a keynote by Chris Tolles, the CEO of Topix, on how marketers can apply techniques from presidential campaigns to their own campaigns.
Today at Digital Cream in San Jose, Chris Tolles of Topix started the day of round tables and discussions by looking at how marketers can model their campaigns on political campaigns.
As we gear up for the next US election this fall, the topic is not only timely but as the presidential campaigns move rapidly to their end in the upcoming months, there are continual lessons to be learned.
Digital Cream San Jose, Econsultancy's free to attend exclusive rountable event, is less than eight days away.
Our new infographic shows the top five reasons to attend Digital Cream San Jose and why you should consider joining us.
One of the key areas covered in our B2B Digital Marketing Trends Briefing is that of content marketing.
Built on the views and experiences of B2B marketers who attended Digital Cream London in March this year, one point that was recognised by all was the importance of effective content when looking to become visible on the web.
In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.
Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).
The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.
On 15th March 2012, Econsultancy held the largest ever Digital Cream event at the Emirates Stadium in London, where senior client-side digital marketers came together in order to share best practice and learn from their peers.
This year's event included separate tables for B2B marketers, who often face different challenges when compared to their B2C counterparts.
The feedback and commentary from both delegates and moderators has been used to create our B2B Digital Marketing Trends Briefing, which provides an insight into the challenges faced by digital B2B marketers.
At Digital Cream London we hosted the attribution management roundtable where we were joined by marketers from some great brands.
The brief was to share experiences and to discuss the issues surrounding attribution and path to conversion analysis.
The day highlighted some consistent themes that are key to many industries and in the interest of continued learning and development among both brand peers and experts, it seemed like a useful idea to document the hot topics and to begin to answer them.
So with ‘Chatham House Rules’ firmly in mind, here we go...
Last week at the Emirates Stadium in London, Econsultancy's Digital Cream event invited client-side Marketers to learn from their peers across a breadth of topics, from Customer Experience, Conversion Rate Optimisation to Social Media Monitoring.
I was pleased to moderate the Site Search & Merchandising roundtable, sponsored by SLI Systems. The roundtable was in the form of three in-depth peer-led discussions regarding the issues most faced by marketers regarding site search.
Attending the roundtables were a mix of companies, most importantly, not just those with a traditional e-commerce arm.
This meant that the conversation had to be abstracted to cover several different types of content; not just product, but Guides & Help, Technical Specifications and Entertainment & Video.
However, what these companies had in common was the concept of using content to aid conversion. Several attendees from content-driven & entertainment sites had complex attribution models to link conversion back to the content viewed.