Posts in Data & Analytics

A beginners' guide to measuring & increasing user attention online

Since the ‘Like’ button in all its various guises was invented, 'engagement' has become the most commonly used measure of success by marketers on social. 

But what if – regardless of all this so-called interaction occurring – the message is getting lost?

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2.6% of consumers list personalisation as important part of brand's offering

The best digital marketing stats we’ve seen this week

We trust you’ve had a suitably enjoyable week, especially those in the UK enjoying the hot weather. Let’s journey back and look at some of the digital marketing stats you might have missed.

The roundup includes news about GDPR, personalisation, AI, and lots more. 

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jd wetherspoon statement

Why did JD Wetherspoon delete its social media accounts, and was it the right marketing decision?

News broke on Monday that UK pub chain JD Wetherspoon will be shutting down their social media accounts due to their view on the current ‘climate’ of social media and the addictive nature of the platforms. 

The company, that owns nearly 900 pubs across the UK, has made the decision to deactivate all of the Facebook, Twitter and Instagram accounts of each of their establishments, as well as their head office, to dispel and discourage trolling of MPs and ethnic minorities online.

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gdpr

Companies around the world are worried about the GDPR: study

The GDPR is coming and even though it is an EU law, it will have a profound impact on businesses around the world, even those that don't have a physical presence in the EU.

That's because the GDPR's protections apply to all individuals within the Union and non-EU companies that control or process data from individuals in EU are expected to register a representative and comply with the law. Those that don't face stiff penalties, including fines of up to €20 million or 4% of global annual turnover.

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Five things we learned from Mark Zuckerberg's Capitol Hill testimony

Last week, Facebook's CEO donned a suit instead of a hoodie and made his way to Capitol Hill, where he was questioned by American lawmakers in the wake of the Cambridge Analytica scandal.

That scandal, the largest the world's largest social network has ever dealt with, has brought Facebook's collection and use of data into the spotlight. With negative headlines being published daily and the threat of regulation on the horizon, the company's public appearance shy chief, Mark Zuckerberg, had little choice but to go before lawmakers and answer questions.

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laptop in the dark

Is the ad fraud problem really getting better? New research suggests not

Ad fraud is a huge problem, but the past year has seen growing optimism that progress was being made in the fight against the industry's biggest threat.

The Association of National Advertisers (ANA) suggested that losses from ad fraud were going to drop from $7.2bn in 2016 to $6.5bn in 2017. What's more, efforts to reduce common forms of ad fraud have gained traction. Perhaps most notably, the IAB Ads.txt standard, which aims to make spoofing much more difficult, is rapidly being adopted.

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Facebook will soon require marketers to confirm they have user consent for Custom Audiences

The long-term effects of Facebook's ongoing data abuse crisis are still unclear, but one of the most popular and powerful tools Facebook offers marketers could be changing as a result.

According to reports that have since been confirmed by Facebook, the social media giant is planning to require that marketers using Custom Audiences certify to Facebook that they have obtained consent from the individuals whose data they provide to Facebook.

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gdpr

Why GDPR means it’s time to get to know your customers

The European Union is dishing up some tough love to brands and advertisers.

And the introduction of the GDPR is set to mark the most significant shift in how brands collect, use and store consumer data in 20 years. The rules for targeting consumers based on third-party data and cookie IDs are changing.

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Facebook is in real trouble: What it could mean for marketers

The world's most dominant social media company, Facebook, is facing the biggest crisis of its life after it was revealed that an outfit called Cambridge Analytica managed to obtain Facebook data for some 50m users under false pretenses.

The Cambridge Analytica story has sparked a fury and led to a still-ongoing stream of negative headlines for Facebook that is entering its second week.

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What are the key digital trends in IT in 2018?

For customer-focused companies, the role of the IT department has never been more important. 

Last year, 2017, Econsultancy's Digital Trends in IT report highlighted how cybersecurity and achieving a single customer view were two pressing priorities for leaders in the field.

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m3 model

What ‘data’ competencies does a modern marketing function need?

In our Modern Marketing Model (M3), ‘Data & Measurement’ is arguably the only completely new element introduced compared to previous models like the 4Ps. As it is new it is the least well understood and scoped. 

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deepmind health

Is healthcare ready for AI, potentially the biggest innovation since the vaccine?

Artificial intelligence (AI) has permeated into many parts of everyday life, if you look hard enough you can see it in unassuming places; from the facial recognition of Google photos to the spam filter in your favourite email app. But perhaps it is in areas of commerce and industry where we can see its value the most.

Manufacturing operations are being optimised, data is being collated and analysed at an ever increasing rate, and deep learning enables 'intelligent' machines to make independent decisions without human guidance.

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