Posts in Data & Analytics

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What's so challenging about improving the customer experience?

Customer experience is a popular topic in digital because it's a term that distills down every marketing channel and customer interaction into one simple concept.

That's the beauty of a great customer experience; creating simple solutions for complex problems. (For more of that, join me at #FoM15).

The challenges companies face in creating credible and competitive customer experiences is the topic of the latest Econsultancy Quarterly Digital Intelligence Briefing in association with Adobe.

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data

Data hoarding & consumer trust: are they mutually exclusive?

Remember all those 'data is the new oil' articles?

Well, to continue the tawdry analogy, is that oil burning with a clean flame?

Are companies using data to improve services for customers, or is it merely about advertising to them? And how will data brokerage and sharing need to change in the coming years?

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Seven steps to building a successful mobile data capture model

It’s no surprise that when an industry explodes, its marketing channels are inundated with new players and technologies.

This can also mean high fragmentation among systems as companies try to capitalise on every tool available to them in a rapidly expanding new ecosystem.

When it comes to mobile marketing, this phenomenon couldn’t be more true in the domain of data capture.

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Is the healthcare industry catching up with digital innovation?

Healthcare has traditionally been seen as lagging behind other industries when it comes to digital marketing.

But now there are some exciting things happening within this sector when it comes to data, mobile, and consumer-focussed digital experiences

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POS

11 ways to track online to offline conversions (and vice versa)

Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.

In the real world, what marketers need are discrete ways to track discrete actions. That's why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.

Please add your own two cents in the comments.

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Data storytelling: Is it impossible without creativity?

Marketing Week hosted the Data Storytelling conference in September, which attracted a large crowd of likeminded professionals from across both marketing and data fields.

The agenda was positioned to explain the concept of mobilising data through building greater understanding of the customer and then exploiting insights using informed campaigns.

It was a brave ambition that covered a wide gulf of technologies and opportunities.

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The end of the Safe Harbor Agreement: What next for digital marketing?

Businesses are reeling this week from the news that the European courts have ruled that data transfers to the US via the 'Safe Harbor' agreement are no longer valid.

For digital marketers this news could spell trouble, with across-the-pond data movement being part of the modern digital landscape.

So is this the end of digital marketing as we know it, or just a storm in a tea cup?  

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Improving healthcare through social media tracking

In a recent survey of marketers, Econsultancy and Ogilvy CommonHealth examined how prepared healthcare companies are for digital change.

You can read the results here. But what about practical examples of change within healthcare marketing?

Well, let's take a look at some of the work done in social media analysis.

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How TUI increased conversions by 17% using personalised ads

Marketers believe that personalisation is the most important capability for the future of their trade, according to a survey by Adobe.

So what can it deliver?

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Attribution Methodology - Build, Model, Do

The three stages of attribution that are crucial to success

I recently spoke to top retail brands about their experience with attribution and one of the comments was particularly pertinent.

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How is healthcare marketing changing in the digital world?

Healthcare marketing has inherent difficulties. 

In an industry where the product takes centre stage, how can a company create a meaningful corporate brand that adds value? And beyond the product, what go-to-market innovations can be found in a realm where data security is paramount?

These are just two of the questions facing healthcare and pharmaceutical companies as marketers evolve strategy in response to consumer behavior.

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things

Five opportunities for marketers using the internet of things

Econsultancy has just published a helpful guide to the internet of things for marketers.

The connection of physical things to the internet, to each other and their surroundings throws up interesting possiblities.

Here are five opportunities for marketers.

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