Posts in Business Intelligence

Three ways brands are using emotional analytics to connect with customers

Social media has dominated my working life since its inception.

It’s been fascinating to see the evolution of brand communication as it moved away from brands talking at people, towards the creation of a dialogue with customers, fans and followers.

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The case for chatbots being the new apps - notes from #WebSummit2016

 “Bots are the new apps” according to Microsoft CEO Satya Nadella in a keynote given at a Microsoft developer conference in March 2016.

On the basis of the amount of start-ups working on bot related activities at Web Summit 2016, it would seem as if bots may be about to become mainstream after all.

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Quantitative marketing: You have enough data to improve performance. I promise.

"We don't have enough data."

This is a common refrain from brands as they begin to 'go digital' and launch more campaigns, but hesitate to deploy comprehensive analytics.

Or it's the line used to ward off assertions that advanced analytics could be the key to successful omnichannel marketing.

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Palantir's woes bring Big Data challenges into focus

Big data analytics company Palantir reportedly helped the US Government determine the whereabouts of Osama bin Laden.

But despite this claim to fame, the business apparently isn't finding it easy to convince its customers that its services are a worthwhile investment.

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Digital marketing in Asia: Spotlight on Malaysia

For many global brands, trying to drive business through digital marketing in an unfamiliar country is a hefty challenge.

There are local languages, media platforms, and cultures to consider and so often it's best to use a local or global agency, or not bother at all.

But in our digital age, it is possible to at least test a new market and decide on its potential with hard statistics.

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Can cross-channel marketing save the Next catalogue?

Buried deep in newspaper reports and press releases about 2015 figures and a pessimistic outlook for retail chain Next this Easter weekend was some fundamental news.

“Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated.

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What does the future hold for Data Management Platforms?

Data Management Platforms (DMPs) are, despite still being on the cutting edge of technology, beginning to move beyond the early adopter stage and are now showing real and serious business benefits.

Oracle/Econsultancy’s report ‘The Role of DMPs in The Era of Data-Driven Advertising’ highlights found that 20% of those surveyed have been using a DMP for four years, however despite this length of time DMPs are ever-evolving and growing ever more sophisticated.

This blog post examines how DMPs have changed and what the future holds for them.

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Four incredibly useful sources of global marketing statistics

As marketers, we know that our jobs require so much more than, well, 'doing' marketing.  

We spend a lot of our time developing campaign ideas, sure, but then we also spend a lot of time getting buy-in from the business.

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How to create a clear data strategy for your business

Most organisations have well-defined business and IT strategies. With data becoming key to business success, a coherent data strategy is now also important.

At the Festival of Marketing the Econsultancy Digital Transformation team met with a number of marketers, and it became clear that many businesses are struggling to develop a coherent data strategy.

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Three key steps to getting your marketing data & analytics 'just right'

When I first started working in digital marketing back in 2006, nobody cared about integrated data. Heck, "big data" hadn't even been invented yet!

Well, maybe that's a bit of an exaggeration... but the reality was that marketing efforts were often siloed, disjointed or some messy combination of the two. 

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Why call tracking is vital for accurate attribution modelling

So you’ve deliberated, cogitated and digested to the point that your performance marketing strategy is like a finely oiled machine.

Spend goes in at the top and leads and sales come out at the bottom.

You can plan your marketing budgets down to the nearest penny and just open your laptop to watch a series of real-time graphs and charts that keep going upwards and to the right as the month progresses, just like they did last month.

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How purchase intent data can help you understand the customer journey

The earlier a customer is along their journey, the less marketers know about that person. But early on is when you can best influence shoppers.

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