tag:econsultancy.com,2008:/topics/big-data Latest Big data content from Econsultancy 2017-04-26T11:09:39+01:00 tag:econsultancy.com,2008:BlogPost/69032 2017-04-26T11:09:39+01:00 2017-04-26T11:09:39+01:00 Lastminute.com partners with Spotify to target music-loving travellers Nikki Gilliland <p>The ‘Music Makes You Travel’ campaign is set to run from now until December – here’s a breakdown of what it involves.</p> <h4>Music linked to destinations</h4> <p>Lastminute.com has teamed up with Spotify to produce a series of interactive maps, playlists and podcasts – each one linked to 10 different destinations.</p> <p>The content can be found on a dedicated <a href="http://music.lastminute.com/?_ga=1.256337419.1462185020.1493024027" target="_blank">online hub</a>, with ads also running on both Lastminute.com’s main site and the Spotify platform. </p> <p>Each city is broken down by area, with playlists bringing to life the distinct sounds of each one. For instance, East London’s playlist includes songs by local artists like Dizzee Rascal and Katy B. </p> <p><img src="https://assets.econsultancy.com/images/0008/5667/Lastminute_maps.JPG" alt="" width="780" height="297"></p> <p>Meanwhile, the map highlights musical hotspots such as Rough Trade East – a popular record store in Shoreditch.</p> <p><img src="https://assets.econsultancy.com/images/0008/5666/Rough_Trade.JPG" alt="" width="730" height="567"></p> <p>Alongside this, the campaign will include a series of podcasts, with each one featuring an international artist giving insight into the music scene of their home city.</p> <h4>Driving online conversions</h4> <p>Not only does the campaign tap into the way that music transports us to another place, but it emphasises how music accompanies us wherever we go. From listening to music on the plane to discovering live music venues on holiday, we engage with music in key moments of the travel journey.</p> <p>Due to its highly emotive nature, Lastminute.com is hoping that music will prompt Spotify users – those who are typically young and of an adventurous mindset - to browse and ultimately convert online. </p> <h4>Bringing brand audiences together</h4> <p>So, what’s in it for Spotify? </p> <p>According to data, a large percentage of lastminute.com consumers are also Spotify users, meaning the collaboration appears to be a win-win for both brands. </p> <p>The partnership will also see <a href="https://econsultancy.com/blog/68077-why-lastminute-com-is-taking-control-of-its-ad-inventory/" target="_blank">The Travel People</a> – Lastminute’s ad sales group – run campaigns for Spotify across its network. Meanwhile, the company will also delve into first- and third-party data to offer insight for advertisers based on listener’s music tastes.</p> <p>Playlists relating to travel are hugely popular on the platform. We’ve already seen other travel brands such as Lonely Planet using Spotify in this way, creating travel-themed playlists to take listeners on a musical journey.</p> <p><img src="https://assets.econsultancy.com/images/0008/5668/Lonely_Planet.JPG" alt="" width="730" height="668"></p> <p>With Spotify now reaching 50m paying users, it presents a massive opportunity for brands to reach a highly active audience.</p> <h4>Offering personalisation and discovery</h4> <p>The size and scope of Spotify’s audience is not the only draw for lastminute.com. The opportunity to serve <a href="https://econsultancy.com/blog/67070-why-personalisation-is-the-key-to-gaining-customer-loyalty/" target="_blank">personalised</a> and interactive content to users is key, ramping up levels of brand engagement.</p> <p>Users can select what type of genres they are interested in to find related venues and events, with prompts to find out more on the destination’s main landing page.</p> <p><img src="https://assets.econsultancy.com/images/0008/5665/Personalisation.JPG" alt="" width="730" height="616"></p> <p>Naturally, this also encourages activity of social, with the ability to embed and share playlists aligning with the campaign’s aim to reach a young and travel-hungry audience.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68626-three-reasons-to-appreciate-spotify-s-latest-data-driven-ad-campaign/" target="_blank">Three reasons to appreciate Spotify’s latest data-driven ad campaign</a></em></li> <li><em><a href="https://econsultancy.com/blog/6180-five-tips-for-promoting-brands-on-spotify/" target="_blank">Five tips for promoting brands on Spotify</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68995 2017-04-24T10:00:00+01:00 2017-04-24T10:00:00+01:00 Big data: the golden prospect of machine learning on business analytics Rose Barnett <p>Although much is still written about the near-magical potential of data analytics for business, this fervour is now giving way to a more serious debate on where the real business value can actually be found. It’s clear that data prospectors are diverging into two camps: the ‘haves’ and the ‘have-not-yets'.</p> <p>A recent <a href="https://home.kpmg.com/lv/en/home/media/press-releases/2017/02/business-executives-lack-confidence-in-generating-trusted-insigh.html">KPMG survey</a> showed only 40% of executives have a high level of trust in the consumer insights from their analytics, and most said their C-suite didn’t fully support their current data analytics strategy. 58% of businesses told <a href="http://assets.teradata.com/resourceCenter/downloads/WhitePapers/EB9062_Final_Teradata_Insights_2015_web.pdf">Teradata the impact of big data analytics on revenues was “3% or smaller”</a>. The real bonanza appears confined to banking, supply chains, and technical performance optimisation – understandably some businesses feel left behind.</p> <p>Guidance on using data analytics is aimed at companies with a massive pre-existing data hoard who wish to extract value from it – the equivalents of the gold rush’s “49ers” who arrived in California early in 1849 to stake a claim on a good piece of prospecting land. Those struggling tend to be consumer-facing brands or marketers attempting to understand their customers’ behaviour by panning vigorously in a shallow stream of aggregated sales data.</p> <p><img src="https://assets.econsultancy.com/images/0008/5633/the_gold_rush.jpg" alt="" width="600"></p> <p>The first question these argonauts need to ask themselves is whether there’s really any difference between the ‘data analytics’ they are doing today and good old-fashioned business intelligence? The ubiquity of big data has led to a subtle shift in language use, whereby any information is now ‘data’ and analysis often simply means ‘looking’.</p> <p>Can human decision-makers find new actionable insights from just looking at data? Credible examples and detailed case studies are conspicuous by their absence, despite analytics vendors’ repeated promises of golden nuggets of actionable insight at the end of the analytics journey (it should be noted that merchants made far more money in the gold rush than miners – its first millionaire, Samuel Bannon, sold prospecting tools and supplies, and was also the first to publicise the gold strike by running up and down the streets of San Francisco yelling: ‘Gold! Gold in the American river!’). </p> <p>Attempting to squeeze insights out of small data has proven hazardous; to the extent it can lead one astray. Insight is defined as ‘the understanding of a specific <a href="https://en.wikipedia.org/wiki/Causality">cause and effect</a> in a specific context.’</p> <p>Data cannot generate insight – insight is the conclusion people draw from evidence. Humans draw these conclusions, but in a deeply flawed way, simply because we’ve evolved to detect patterns everywhere.</p> <p>We see faces in house fronts, mythical beasts in constellations and apparitions on toast. We inevitably draw statistical inferences that are invalid and cannot pick-out the ‘random’ scatterplot from an identity parade of graphs by sight alone. People know that statistical correlation doesn’t imply causation, but they constantly behave as if it does. All these traits work against us when viewing data.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">One of these bathroom sinks loves its job <a href="https://t.co/TOGC77yzWY">pic.twitter.com/TOGC77yzWY</a></p> — Faces in Things (@FacesPics) <a href="https://twitter.com/FacesPics/status/854802045089587200">April 19, 2017</a> </blockquote> <p>What about <a href="https://econsultancy.com/blog/64743-predictive-analytics-machine-learning-and-the-future-of-personalization/">machine learning</a>, then? Can dumb machines, invulnerable to the cognitive biases that afflict humans, uncover causal relationships from data which our puny minds are too feeble to compute? Typically, as an industry, we’ve found the answer is yes, but while predictive models can reliably forecast and simulate events, their complexity prevents easy interpretation.</p> <p>For most business uses of prediction, this doesn’t matter. Typically, it’s been found that the forecast-and-simulate approach, particularly for marketing purposes, left unmet the fundamental need brands have to understand their customer and how to connect with them. In fact, there are platforms available in the market that apply machine learning to a particularly large pile of ‘pay dirt’ that any brand can access, but until recently had been considered impossible to mine.</p> <p>These platforms make use of the natural-language text churned out by millions of people across social media, blogs, and discussion forums and turn it into ‘datapoints’ which can be clustered, filtered, and modelled, just like quantitative data.</p> <p>This is a great leap forward in the big data era – the use of deep learning techniques such as neural nets to success transform ‘unstructured’ data (natural language, images, sound and video) into usable form. It’s now possible to harvest online conversations and model them using standard data science techniques, telling marketers exactly what position a brand occupies in consumers’ minds, what type of occasion and feelings they associate with a product, and giving a true understanding of how a target audience sees the brand. </p> <p>You can identify the distinct communities discussing a subject on social media, the drivers of their collective attention, and who influences the influencers. Finally, once the conversational data has been processed in this way, algorithms can be used to identify the online trends and triggers which track real-world events.</p> <p>These models are now used by marketers to uncover emerging consumer trends years before they show up in market research, test new product concepts, and determine the best copy for marketing materials.</p> <p>Most importantly, mining web data this way gives consumer brands the chance to reap the same rewards from advances in big data analytics as the banks and web companies, without sacrificing understanding on the altar of automation. For the data-starved marketer, it’s the mother lode.</p> <p><strong><em>For more on this topic, check out these Econsultancy resources:</em></strong></p> <ul> <li><a href="https://econsultancy.com/reports/measurement-and-analytics-report/"><em>Measurement and Analytics Report 2016</em></a></li> <li><a href="https://econsultancy.com/reports/the-state-of-marketing-attribution/"><em>The State of Marketing Attribution</em></a></li> <li><a href="https://econsultancy.com/reports/predictive-analytics-report/"><em>Predictive Analytics Report</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69028 2017-04-21T15:10:00+01:00 2017-04-21T15:10:00+01:00 10 tremendous digital marketing stats from this week Nikki Gilliland <h3>UK search data shows surge in ‘snap election’ queries</h3> <p>Following on from the announcement of the snap general election this week, Hitwise has analysed how the UK responded online.</p> <p>Data shows there was a 2,000% increase in searches for Theresa May on print media sites, while three out of five searches on Tuesday 18th were about the election news. Most searches were in the form of questions, with the nation generally appearing unsure about what a ‘snap election’ actually means.</p> <h3>One fifth of retailers are failing to offer preferred delivery options</h3> <p><a href="http://ampersandcommerce.com/insights/yougov-consumer-survey-delivery-2017/" target="_blank">Research from Ampersand</a> has found that many of the UK’s biggest retailers are failing to offer next day delivery, despite a YouGov survey showing that 58% of people favour this method over any other.</p> <p>In comparison to 2014, Ampersand found that most people still favour next day delivery over click and collect and same day delivery, with preference for this increasing 6% within three years. </p> <p>Meanwhile, preference for same day delivery has gone from 21% in 2014 down to 12% this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/5625/Ampersand.JPG" alt="" width="780" height="492"></p> <h3>UK add-to-basket rates on the up in Q4</h3> <p>Monetate's latest <a href="http://info.monetate.com/ecommerce_report_EQ4_2016.html" target="_blank">ecommerce report</a> has revealed that UK add-to-basket rates were 3.75% higher in Q4 2016 than a year previously. </p> <p>The report also shows that both global and UK conversion rates were lower this Q4 than in 2015. However, global and UK conversion rates saw its first increase since Q4 of 2015.</p> <p>Meanwhile, website visits via mobile continued to increase globally, with 44% of UK website visits coming from smartphones.</p> <h3>75% of UK consumers have not spoken to a chatbot</h3> <p>New research from <a href="https://insights.ubisend.com/2017-chatbot-report" target="_blank">Ubisend</a> has uncovered the brand characters people would most like to see turned into chatbots. Compare the Market’s Meerkats topped the poll, followed by the Andrex puppies and Nespresso’s George Clooney. </p> <p>Other research found that 75% of UK consumers have not yet spoken to a chatbot, however, 57% of consumers are aware of what a chatbot is. </p> <p>Lastly, 35% want to see more companies adopting chatbots to solve their queries, with 68% citing ‘reaching the desired outcome’ as the most important factor in their experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/5628/chatbots.JPG" alt="" width="780" height="297"></p> <h3>Expedia outperforms other travel brands with 7% market share</h3> <p>Conductor has released its first ever <a href="https://www.google.co.uk/url?sa=t&amp;rct=j&amp;q=&amp;esrc=s&amp;source=web&amp;cd=1&amp;cad=rja&amp;uact=8&amp;ved=0ahUKEwis1ZyKnbXTAhXOaVAKHc0ZA4EQFggiMAA&amp;url=http%3A%2F%2Fww2.conductor.com%2Frs%2F149-ZMU-763%2Fimages%2FConductor-Organic-Online-Market-Share-Report-Holiday-2016.pdf&amp;usg=AFQjCNGO-bWF8Ak2EEpMJ7kZeecHFR3fjA" target="_blank">Organic Market Share</a> report, detailing the brands that excel at reaching consumers from organic search.</p> <p>In the travel category, Expedia was found to be the overall top performer, taking a 7% market share. Meanwhile, TripAdvisor dominates the ‘early stages’ of the consumer journey category with a 10% share. </p> <p>Data shows that airlines, car rental companies and hotel chains (including Hilton) have the potential to increase their visibility. </p> <p><img src="https://assets.econsultancy.com/images/0008/5627/Online_market_share.JPG" alt="" width="713" height="404"></p> <h3>Consumers prefer traditional advertising to digital</h3> <p>Research by Kantar Media has found that UK consumers feel significantly more positive about advertising on traditional platforms, such as TV and magazines, than they do about online formats.</p> <p>In a survey, 33% said they actively dislike seeing advertising on online video services and search engines, while 30% dislike being served ads in news and articles online. In contrast, only 13% and 14% of consumers dislike seeing ads in printed newspapers and printed magazines.</p> <p>With online ads predicted to account for more than half of all advertising spend in the next few years, this provides food for thought for brands.</p> <h3>Connected shopping driven by Generation Y </h3> <p>New research from Savvy suggests that the mass adoption of smartphones and social media has contributed to a fundamental change in the path to purchase.</p> <p>Data shows that Generation Y is driving changes in retail due to being constantly connected. 66% say they regularly use their smartphone to buy products and 49% regularly use their smartphones while in the supermarket. While this group represents around a third of shoppers at the moment, they are predicted to account for 47% by 2022.</p> <p><img src="https://assets.econsultancy.com/images/0008/5634/connected_shopper.jpg" alt="" width="680" height="453"></p> <h3>UK marketers increase budgets in 2017</h3> <p>According to data from the Q1 2017 <a href="http://www.ipa.co.uk/page/ipa-bellwether-report#.WPnTjtLyuUk" target="_blank">IPA Bellwether Report</a>, marketing budgets increased in Q1 2017 with significant growth seen in internet and main media advertising categories.  </p> <p>The report suggests that the overall outlook for 2017/18 is positive, with 26.1% of companies suggesting growth in total budgets for the coming year. Meanwhile, ad spend is now predicted to grow 0.6%, replacing the previous forecast of -0.7%.</p> <h3>Only 55% of Brits associate Easter with religion</h3> <p>New <a href="https://yougov.co.uk/news/2017/04/13/only-55-brits-associate-jesus-christ-easter/" target="_blank">research from YouGov</a> has found that Brits are more likely to think of Easter in relation to chocolate eggs than religious connotations. </p> <p>In a survey of 2,670 UK adults, only 55% said they personally associate Jesus with Easter, while 67% said they associate it with a bank holiday. Chocolate eggs is clearly at the forefront of everyone’s minds, with 76% associating this with Easter above anything else.</p> <p>In a separate study, Captify analysed found that Cadbury products dominate searches for chocolate eggs, with Crème Egg accounting for 29% of searches and Mini Eggs accounting for 18%.</p> <p><img src="https://assets.econsultancy.com/images/0008/5626/YouGov.JPG" alt="" width="650" height="752"></p> <h3>Luxury ad spend predicted to shift online </h3> <p>Zenith's <a href="https://www.zenithmedia.com/product/advertising-expenditure-forecasts" target="_blank">latest report</a> suggests that expenditure on luxury advertising is set to recover, with growth predicted to occur due to an increase in online spend. Zenith predicts a 3.9% rise in 2017 – a welcome figure following a 0.5% decline in 2016.</p> <p>It also predicts that the internet will become the main luxury advertising medium in 2018, despite print currently being the principal medium, accounting for 32.7% of ad spend in 2016 compared to 25.8% for internet advertising.</p> tag:econsultancy.com,2008:BlogPost/68977 2017-04-07T10:00:00+01:00 2017-04-07T10:00:00+01:00 10 notable digital marketing stats from this week Nikki Gilliland <p>Before we kick things off, remember that you can also download the <a style="font-weight: normal;" href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more.</p> <h3>A third of B2B marketers are tracking sales from social</h3> <p>A new <a href="http://immediatefuture.co.uk/resource/b2b-report-what-has-social-media-ever-done-for-us/?utm_source=PR&amp;utm_medium=Msr&amp;utm_theme=&amp;utm_term=&amp;utm_campaign=B2B_Report17#sf_form_salesforce_w2l_lead_22" target="_blank">report by IF</a> has found that 33% of marketers are tracking sales through social media, with social platforms driving sales upwards of £50,000 per month. </p> <p>However, some B2B marketers are less adept at measuring social value, with 58% not rating their ability to measure social at all. More than one in 10 marketers also appear nonchalant about the benefits - 13% suggest that social media measurement is neither important or unimportant.  </p> <p>Senior marketers are much more optimistic, with 67% being confident that their ability to measure social will improve in the next two years, and 50% of them planning to increase resource and budget investment in the next 12 months.</p> <p><img src="https://assets.econsultancy.com/images/0008/5309/IF_report.JPG" alt="" width="780" height="480"></p> <h3>More marketing teams planning to restructure in 2017</h3> <p>An increasing number of marketing teams are restructuring to cope with technological challenges, according to new research by Technology for Marketing, the IDM and Pure360.</p> <p>In a survey, 33% of marketing teams said they expect to become more specialist in 2017, with just 3% becoming generalist in their expertise. However, just 12% of marketers said they exclusively ‘own’ the marketing technology they rely on, instead turning to partnerships with IT and external technology teams to get results. </p> <p>This highlights the need for restructuring, with marketing teams having to move away from all-purpose marketing managers towards specialist roles, agencies and freelancers.</p> <h3>UK consumers more trustworthy of familiar brands</h3> <p><a href="http://lp.outbrain.com/research-unconscious-content-bias-uk/?utm_source=press&amp;utm_campaign=research-content-bias&amp;utm_medium=pr" target="_blank">Outbrain suggests</a> that UK consumers place greater trust in familiar brands, with 77% of survey respondents citing them as a reliable source of information.</p> <p>In comparison, 67% say they trust content shared by their own friends on social media, while three in five people believe relevant content from even unfamiliar brands to be trustworthy.</p> <p>Research also shows that consumers place more trust in traditional publishers as opposed to social media or blogs, with two-thirds of respondents believing that content from the likes of The Guardian or The Sun is reliable.</p> <p><img src="https://assets.econsultancy.com/images/0008/5310/Outbrain.JPG" alt="" width="400" height="670"></p> <h3>Traffic to betting websites surge ahead of the Grand National</h3> <p>Hitwise has analysed the key data behind last years’ Grand National, looking at its demographic in comparison to other racing events.</p> <p>It found that betting websites saw a 35% increase in online traffic in the week of the race last year, with those searching for betting and racing sites most likely to be between the ages of 25 and 34.</p> <p>It also discovered that people who earn over £100,000 are 161% more likely to visit racing and betting sites in the week of Royal Ascot. Meanwhile, people aged 18-24 years old are most likely to visit Sky Bet over the week of Royal Ascot, whereas those aged 55 and over are more likely to choose At The Races.</p> <h3>37% of smartphone owners are using voice technology</h3> <p>According to a new report by <a href="http://www.mindshareworld.com/uk/about/speak-easy" target="_blank">Mindshare</a>, voice technology has the ability to drive a greater emotional connection with brands. </p> <p>A study carried out by Neuro Insight found that emotional activity was twice as high when consumers voiced a brand question rather than typing it out. People also find it much easier to use, as 50% less brain activity occurs when processing an answer delivered by voice.</p> <p>The technology is already becoming prevalent among smartphone users, with 37% using voice technology of some kind at least once a month and 18% using it at least weekly.</p> <p><img src="https://assets.econsultancy.com/images/0008/5312/SpeakEasy.JPG" alt="" width="599" height="357"></p> <p><em>Reasons for using voice technology</em></p> <h3>Aldi and Lidl are struggling to build shopper loyalty </h3> <p>An ICLP survey has revealed that Aldi and Lidl are struggling to build consumer loyalty despite an ever-growing market share. In a survey of over 1,000 people, 37% of Tesco shoppers and 34% of Sainsbury’s shoppers felt that their custom and loyalty was rewarded. In contrast, just 16% of people said the same for Lidl and just 9% for Aldi. </p> <p>Similarly, only one in four Brits believe that they get something back when they share their personal information with a supermarket. 52% of Sainsbury’s shoppers and 35% of Tesco shoppers said that they have benefited from sharing data, compared to 26% of Aldi shoppers, and 20% of Lidl shoppers.</p> <h3>UK retailers are failing to invest in AI and machine learning</h3> <p>A <a href="http://www.qubit.com/research/catalysts-of-change" target="_blank">Qubit report</a> on the future of retail tech suggests that the majority of brands are failing to invest in artificial intelligence, despite recognising its potential.</p> <p>While 82% believe that machine learning will have an impact on the retail sector, just 48% are currently using it in their business. As a result, 82% of companies are planning to invest less than £1m to introduce new tech, while 22% are planning to invest less than £50,000. </p> <p>Effective data collection appears to be hindering AI, with just a third of retailers having a strategy to collect and analyse data across all their channels. </p> <p><img src="https://assets.econsultancy.com/images/0008/5311/Qubit.JPG" alt="" width="588" height="618"></p> <h3>Digital performance of luxury brands is improving</h3> <p>Research by <a href="http://contactlab.com/en/more/reports/digital-competitive-map-march-2017/?step=step2" target="_blank">ContactLab</a> shows that there’s been a significant improvement in many luxury brand’s digital performance over the past year.</p> <p>The Digital Competitive Map found that Burberry still has the strongest digital presence of 32 international fashion and luxury brands, with Louis Vuitton and Gucci also remaining stable in comparison to the previous year.</p> <p>An overall 5% increase in the digital performance of 32 brands is said to be due to a focus on geographical localisation, a wider range of languages used on brand websites, and strong email campaigns. However, some are still lagging behind on social, with only half of the 32 brands using Instagram and only 10 having Snapchat accounts.</p> <h3>Consumer loyalty reduced by the threat of security breaches</h3> <p>A report by <a href="https://www.retail-week.com/analysis/retailers-face-losing-battle-in-fight-against-hackers/7019678.article" target="_blank">Retail Week and Cisco</a> has highlighted the impact of data breaches on both consumers and retailers.</p> <p>In a survey of 2,000 consumers, 72% said that they would be unlikely to do businesses with a company that has experienced a data breach. If their own personal data had been breached, nearly nine out of 10 respondents said they would reduce spend if the retailer did not take steps to quickly correct the problem.</p> <p>Lastly, only 9% of consumers would rule out taking legal action against a company if a data breach has occurred. However, 53% said they would definitely consider it and 38% would give it due consideration.</p> <p><img src="https://assets.econsultancy.com/images/0008/5308/Retail_Week.JPG" alt="" width="780" height="404"></p> <h3>US news consumption on the rise</h3> <p>Finally, a <a href="http://www.nielsen.com/us/en/insights/reports/2017/the-nielsen-total-audience-report-q4-2016.html" target="_blank">study by Nielsen</a> has found a rise in news consumption in the US. Consumers spent 73.5bn minutes consuming news content in the average week last year – an annual increase of 18%.</p> <p>Insight suggests that the rise is due to an ‘unrelenting flood of stories’ resulting from events like the presidential election. To put this into context, the typical consumer dedicated 18.5 hours to this activity a week in 2016, compared to just over 16 hours in 2012 when the last presidential election was held.</p> <p>National cable television has been the main beneficiary of the rise, claiming 20 additional minutes of weekly attention in the first month of this year compared with the average from last year as a whole.</p> tag:econsultancy.com,2008:BlogPost/68938 2017-03-28T14:47:26+01:00 2017-03-28T14:47:26+01:00 How smartphone apps & personal data might reduce the cost of healthcare products Charles Wade <p>Sports brands, like <a href="http://www.nike.com/us/en_us/c/nike-plus/running-app-gps">Nike</a>, moved into the ‘wellness’ tech space early, as they quickly recognized the opportunity inherent within smartphones, utilising native functionality – such as GPS – to provide (often free) apps that offer users exercise regimes or maps to track their morning runs. </p> <p>Alongside goal-setting, fitness apps looked to enhance the experience by partnering with their home screen neighbors, such as Spotify, to combine their features, for example adding ‘Power Songs’ that play when performance dips. </p> <p>Only this month <a href="https://www.engadget.com/2017/03/12/adidas-new-open-digital-fitness-products/">adidas announced</a> that it plans to make its ‘Runtastic’ app an open platform, allowing third-parties to utilize its capabilities in their own apps to further personalize the user’s experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/5083/adidas_runtastic.png" alt="" width="587" height="294"></p> <p>The reason for investing in technology is clear for the aforementioned sports apparel and footwear manufacturers – they hope to remain front of mind for their target market, namely ‘athleisure’ buyers, a segment <a href="http://digiday.com/uk/stretching-global-athleisure-boom-5-charts/">thought to be worth</a> $270bn globally last year. </p> <p>Not only is it a lucrative space, it is an increasingly competitive one where the ‘traditional’ players are under pressure from relative newcomers like Under Armour and lululemon, as well as Topshop (Ivy Park), H&amp;M, and American Eagle Outfitters, all of whom have developed ranges in an attempt to muscle in.</p> <p>At the same time the healthcare industry is spending heavily on apps as it looks to maximise the relationship that people have with their phone (<a href="https://insights.samsung.com/2016/02/24/do-patients-rely-on-mobile-healthcare-apps-more-than-their-doctors/">32% of US consumers</a> had at least one healthcare app on their phone in 2016). As an example: <a href="https://carezone.com/features">CareZone</a> acts as a journal, reminding you when to take medication; <a href="http://www.uptodate.com/home">UpToDate</a> helps students stay informed with medical developments; and the <a href="http://www.redcross.org/get-help/prepare-for-emergencies/mobile-apps">Red Cross</a> offers first aid advice.</p> <p>Incredibly, <a href="https://suite.face2gene.com/technology-facial-recognition-feature-detection-phenotype-analysis/">Face2Gene</a> allows the user to take a photo of their face (via their phone’s camera) and then uses an algorithm to scan it to identify any genetic syndromes.</p> <p>Aside from selling clothes or taking a fee for download or ‘Premium’ services, what <em>is</em> slightly unclear is what developers are doing with the most important aspect, namely the data that they collect. Looking further afield, Uber recently released ‘<a href="https://newsroom.uber.com/introducing-uber-movement/">Movements</a>’, a service which aggregates the information that the company has learnt about riders and their journeys, which it then offers to cities for better town planning. (Was that in the privacy settings?)</p> <p>It does not take a huge leap of the imagination to hypothesize that app developers might pass on the information that has been clocked up by users to insurers or pharmaceutical companies. If so, not only should consumers be alerted to this fact, but there might be an opportunity for them to demand more from this value exchange, above and beyond receiving information without having to wait at the Emergency Room.</p> <p>There are myriad apps that <a href="http://www.apppicker.com/applists/3414/the-best-health-insurance-apps-for-iphone">store insurance personal data</a>, and subsequently let users ‘compare the market’: why not take this a stage further? For example, a 40-year-old woman might share her Nike Run+ app data with her life insurance provider to show that she runs on average 25-miles a week, possibly along with her associated heart rate (and average time). This could be combined with the step counter on their iPhone, used to further detail the level of her fitness by assessing her mobility.</p> <p>Interestingly, <a href="https://www.healthiq.com/affinity/runspeed8minmile">Health IQ</a>, an insurer, has spent heavily recently on programmatic ads, stating: “Special rate life insurance for runners. Runners who can complete an 8-minute mile have a 35% lower risk of all-cause mortality and a 41% lower risk of death from heart disease.” </p> <p>Furthermore, <a href="http://www.runnersworld.com/general-interest/can-runners-save-on-life-insurance">in an article</a> from July 2016 (which also cites HealthIQ) Runner’s World explains how the US insurance provider <a href="http://www.johnhancock.com/">John Hancock</a> introduced a plan with discounts “of up to 15%” to those customers who meet exercise targets “measured by fitness trackers”. This is a good start for those people who workout.</p> <p><img src="https://assets.econsultancy.com/images/0008/5084/lifeinsurancead.jpg" alt="" width="578" height="368"></p> <p>Alongside the data above, could our runner submit her weekly online grocery order – that contains fruit and vegetables and low sugar items – evidence of a healthy diet that could also be used as a bargaining chip to reduce insurance costs. </p> <p>Again, John Hancock has implemented this, to a degree, through its ‘<a href="https://www.jhrewardslife.com/">Vitality Program</a>’, which rewards policy holders with points, redeemable at Whole Foods, Hyatt, and others if they can show a history of prudent eating. </p> <p>This is certainly commendable, but it does require the individual to have a relationship with that provider and the perks are only available at pre-determined vendors; those who remain fit and healthy might <em>possibly </em>prefer to use the information to reduce their premiums and buy whatever they like (such as new sneakers). </p> <p>Tech alone cannot determine the exact state of someone’s health. Indeed, people would need to continue to have medicals and routine check-ups to assess their overall state (until, that is, there’s an app for that too): however everyday activities should be seen as a tool for consumers to obtain services that are befitting of the condition they keep themselves in.</p> <p>This is timely for US consumers, given the long-term uncertainty around the <a href="https://www.healthcare.gov/glossary/affordable-care-act/">Affordable Care Act</a> (recent climb-down notwithstanding). Millions of Americans pay significant sums for insurance coverage; above and beyond the impact on their health, the invaluable mine of data that apps contain should be used to positively influence their wallets too.</p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68851-six-ways-digital-is-changing-the-pharma-healthcare-industry/"><em>Six ways digital is changing the pharma &amp; healthcare industry</em></a></li> <li><a href="https://econsultancy.com/blog/68346-new-data-shows-why-digital-is-now-critical-to-pharma/"><em>New data shows why digital is now critical to pharma</em></a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3173 2017-03-21T11:32:05+00:00 2017-03-21T11:32:05+00:00 Google Analytics Advanced - Optimising your Site <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently the tool hasn't been configured to tailor reports to make full use of its capabilities and drive business results.</p> <p>This practical small group workshop will help you get the most out of Google Analytics to improve your tracking, website and marketing campaign efficiency. Submit your own site during the workshop, and you'll have an opportunity to have it reviewed, with recommendations on "quick win" improvements for you to consider made by the expert trainer.</p> tag:econsultancy.com,2008:TrainingDate/3172 2017-03-21T11:31:16+00:00 2017-03-21T11:31:16+00:00 Google Analytics Advanced - Optimising your Site <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently the tool hasn't been configured to tailor reports to make full use of its capabilities and drive business results.</p> <p>This practical small group workshop will help you get the most out of Google Analytics to improve your tracking, website and marketing campaign efficiency. Submit your own site during the workshop, and you'll have an opportunity to have it reviewed, with recommendations on "quick win" improvements for you to consider made by the expert trainer.</p> tag:econsultancy.com,2008:TrainingDate/3171 2017-03-21T11:29:32+00:00 2017-03-21T11:29:32+00:00 Google Analytics <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently once the tool is in place there seems to be a "what next" moment.</p> <p>This practical, small group workshop will help you to get started with Google Analytics, offering you plenty of practical tips and shortcuts.</p> <p>You'll learn how to get useful information from the tool so you can begin optimising your site, online marketing and content.</p> <p>Your website will also be viewed by an industry expert, who will make recommendations as to the best starting points for your own analysis.</p> tag:econsultancy.com,2008:TrainingDate/3170 2017-03-21T11:28:33+00:00 2017-03-21T11:28:33+00:00 Google Analytics <p>Research by Econsultancy has shown that over 70% of companies now use Google Analytics systems to report online performance. However, frequently once the tool is in place there seems to be a "what next" moment.</p> <p>This practical, small group workshop will help you to get started with Google Analytics, offering you plenty of practical tips and shortcuts.</p> <p>You'll learn how to get useful information from the tool so you can begin optimising your site, online marketing and content.</p> <p>Your website will also be viewed by an industry expert, who will make recommendations as to the best starting points for your own analysis.</p> tag:econsultancy.com,2008:BlogPost/68890 2017-03-15T01:00:00+00:00 2017-03-15T01:00:00+00:00 Two innovative ways brands will use web analytics in 2017 Jeff Rajeck <p>In the video below, Mr Clark lays out his vision for web analytics in 2017 and I've then provided a summary, examples, and additional commentary.</p> <p><iframe src="https://www.youtube.com/embed/GlE_uBPa7io?wmode=transparent" width="560" height="315"></iframe></p> <p>So, according to Andy, in 2017 we will see brands:</p> <h4>1. Combine web analytics with marketing automation for a 360-view of the customer</h4> <p>In the past, customer views to websites were largely used for one thing in marketing – to create a personalised ad campaign through retargeting. That is, if someone visited a web page for 'red shoes', we made sure that those 'red shoes' followed them all around the internet.</p> <p><img src="https://assets.econsultancy.com/images/0008/4628/redshoes.jpg" alt="" width="800" height="354"></p> <p>Now, brands are using customer browsing behaviour as input data in order to change many things besides just an ad campaign. Through combining analytics data with marketing automation, marketers are able to use data from multiple sources to achieve multiple marketing objectives.</p> <p>For example, here a <a href="http://tealium.com/resources/webinars-and-videos/real-time-marketing-llbean/">marketing manager from LL Bean</a> describes how abandoned shopping cart data not only improves a retargeting display campaign, but can also improve email, paid search, and the user's future website browsing experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/4631/llbean.jpg" alt="" width="800" height="338"></p> <p>Then through assembling all of the captured data points, companies can produce a 'Universal Visitor Profile' which will be the central repository and source of data about identifiable customers.</p> <p>This will allow brands, then, to treat each member of their audience pool uniquely. The excellent example provided by LL Bean is that having this profile allows the team to assemble an audience of people who have viewed an out-of-stock item and advertise it to them <em>when it becomes available</em>.</p> <p>In doing so, marketing has captured website behaviour, combined it with their stock system, and leveraged it to give customers information that they are looking for through an email or display ad. </p> <h4>2. Integrate web analytics with offline systems for new business insights</h4> <p>It's curious that while most companies will use website data to improve their web experience, it's rare to find one which uses it as an input for enhancing other, non-web related data.</p> <p>This could mean using page views, time on site, or even bounce rate to determine the level of consumer interest in a product or category.  Or, with the right data, <a href="https://en.wikipedia.org/wiki/Conjoint_analysis_(marketing)">a conjoint analysis</a> of product features and benefits could be carried out through highlighting particular combinations on the website.</p> <p><img src="https://assets.econsultancy.com/images/0008/4632/conjoint.jpg" alt="" width="800" height="546"></p> <p>American airline US Airways (now American Airlines) had a <a href="http://tealium.com/resources/us-airways-tag-management/">particularly interesting external use case</a> for its website data. Besides providing air travel, US Airways also made significant revenue from its data monetization partner Adara Media.</p> <p><img src="https://assets.econsultancy.com/images/0008/4633/adara.jpg" alt="" width="800" height="383"></p> <p>But while US Airways had long ago integrated its offline booking system and loyalty programme database, the company website was changing so frequently that the web analytics data was often missing many key data points.</p> <p>Using a tag management solution, though, US Airways was able to greatly enhance the website data passed to Adara, and achieve an annualized ROI of over 400%.</p> <h4>So...</h4> <p>So whether it's through using web analytics to improve your marketing via enhanced automation or repurposing your web analytics to improve internal analysis, 2017 is going to see big changes in how brands use their website data, according to Tealium's Andy Clark.</p> <p>And while it will still be useful for more traditional reporting, the data marketers harvest from their websites can then be used to provide greater value both internally and to customers as well.</p>