Posts in Data & Analytics

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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How to succeed with visual content, according to Instagram’s top creative

Following on from my post about trends in online consumer behaviour according to Facebook, I wanted to share some insight from another talk I attended at the Content Marketing Summit. 

This one was from Instagram’s European creative lead, Alastair Cotterill, and he was there to discuss how to get the most out of each type of visual content online. 

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Six internet-of-things applications in big new government trial

Manchester, England, is set to be the UK demonstrator city for internet-of-things innovation.

Of course, there is much smart technology already in action across many major cities, but the CityVerve Project, awarded £10m by the UK Government, is different in aiming to improve services for residents and working with both the public and private sectors.

Here are six of the project's internet-of-things (IOT) initiatives.

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Despite big data investments, retailers struggle with inventory issues

Retailers are collecting more data than ever, but putting that data to good use is apparently proving to be more challenging than many anticipated.

According to a study conducted by IHL Group for DynamicAction, retailers around the world lost well over half a trillion dollars in the past year due to out-of-stock inventory.

That's a jump of nearly 40% from 2012. At the same time, they lost just under $500bn due to overstocks, an amount nearly a third greater than in 2012.

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10 things we learnt at the Festival of Marketing 2015

It has been three weeks since the Festival of Marketing, which I’m sure anyone who attended will agree was a really exciting couple of days. 

With the dust finally settled and the teams involved having just about recovered, I thought I’d put together a list of highlights from the two-day event. 

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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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What Twitter's removal of share counts means for publishers

In October, Twitter announced that it would be updating its Tweet button and removing the Tweet count.

That update is now live, catching many who were unaware of the impending change off guard.

Here's what publishers need to know about the removal.

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Seven avoidable marketing automation mistakes

Over the past five years, marketing automation has ballooned into a billion pound industry.

Many businesses of all shapes and sizes have been drawn in by the potential upside of lead nurturing, lead scoring and triggered responses to critical prospect activities.

Marketing automation has promised the ability to bring efficiency and scale to marketing programs in a way that has, up until now, been impossible.

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A beginner’s guide to A/B testing

How do you know your website pages are performing as well as they could be if you're not testing them to make sure? You don’t, is the honest answer. 

You could be missing out on a lot of potential sales, shares, clicks, or whatever it is you’re trying to get out of your visitors.

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Why MVT doesn't live up to the hype & isn't worth significant investment

Multivariate testing or MVT is synonymous with the testing and conversion optimisation industry - not forgetting the other inherently flawed three-letter acronym, CRO.

MVT is often used by businesses as a catch all term, used to describe the fact that they have a testing tool and that they are running tests on their website.

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The state of marketing attribution in Singapore

On Thursday, November 19 dozens of brand marketers came together in Singapore for a full-day discussion of the issues that we are 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 one marketer.  

But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions. 

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The four major marketing sinkholes... and how to get unstuck

Online marketing is a world fraught with danger. Some dangers are obvious. Others... not so much.

The fact that 83.7% of companies report that merely hiring for content marketing is either “somewhat difficult” or “difficult” hints at the underlying instability those in the marketing profession face.

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