customer data

What are customer personas and why are they so important?

Brands often use segmentation to help understand and target an audience. This means taking into consideration general details about the average customer, such as their demographic, gender, socio-economic status and so on. What is less common is the practice of creating customer personas. However, as highlighted in Econsultancy’s Content Strategy Best Practice Guide, personas can […]

The importance of data personalisation and localisation

Last year Econsultancy published an article claiming that some businesses doubt the value of personalisation.

Although 94% of companies agree that personalisation ‘is critical to current and future success’ less than half of companies are personalising their website experience.

This isn’t because they think personalisation is unimportant, but because they don’t actually know how to make the most of it.

However, even the smallest of companies can target their consumers directly using personalised content.

Three reasons why Big Data is awesome

In my last post, Three reasons why Big Data is a big load of baloney, I threw a stone down the streets of London and New York and wound up hitting a few Big Data advocates. 

And it is abundantly clear that Big Data arouses passion in people (or at least, as much passion as one can humanly feel for data.)

The thing about Big Data is that it can be interpreted in many ways. In this post, I take a step back and look at how Big Data is affecting digital marketing as a whole, and how maybe, just maybe, it’s not a cliché but a fundamental shift in how we do business. 

As promised, here’s part two in my series. Is Big Data all it’s cracked up to be? Read on to find out more. 

analytics

Three reasons why Big Data is a big load of baloney

Over the last couple of years, Big Data has been unavoidable. It’s not just big, it’s massive. If you throw a stone down the streets of London or New York, you’ve got as much a chance of hitting a big data guru as you do a social media guru. 

Undoubtedly, there is great power in data, but is Big Data all it’s cracked up to be

50% of my brain thinks Big Data is great, and 50% of me thinks it’s a neologism.  I’ve found it difficult to reconcile all of the varying information out there about it.

So join me for the first part of a two-part series looking at Big Data. In part one, I’ll look at Three reasons why Big Data is a big load of baloney. And next week in part two, I’ll look at Three reasons why Big Data is awesome.

Google Now: it’s about the data not the service

There has been a lot of excitement about Google Now but the real story is about how it opens up a window on users’ whole lives. 

If ‘data is the new oil’ then Google just found a much bigger oil field.

I recently gave a talk at Marketing Week Live about what Big Data analytics was starting to do for marketers and how new data sources are massively expanding this.

There’s an analytics revolution going on right now with loads of new analytical toys, a massive increase in board-level interest and lots of new data to work with. This revolution is powering many of the new mobile and social media start-ups.

But do not get distracted by the service when it is what’s under the hood that counts. The really clever thing about Google Now is not the magical but-slightly-creepy-and-telepathic service suggestions but the chance that it gives Google to know you much better and more deeply than any other firm on the planet.