David Brown, executive VP at Meredith Xcelerated Marketing, created a buzz last month when he published an article suggesting a 2015 New Year’s resolution for consumers. In “Consumers Should Resolve to Stop Whining About Privacy; Good Marketers Have Always Known Where...
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Recent Articles
Interview with Brian Clifton: Using Digital Analytics to follow the digital footprints
Brian Clifton PhD is internationally recognized as a Google Analytics expert, renowned author, measurement strategist and advisor. His best seller Advanced Web metrics With Google Analytics is considered to be the bible of Google Analytics. His second book Successful...
How do TV marketers use data to target individual households for their ads?
User-specific advertising has become commonplace in online display marketing. You know the drill: you visit a website and see an ad for an item you were recently researching online but didn’t end up buying. This tactic—retargeting—is typically used by display ad...
How to integrate Big Data into marketing: Five common applications
Knowledge is power. When it comes to knowledge about the people you are trying to sell to, it is even more powerful. Marketers know this and this is why the advent of big data has been a major blessing for them over the past few years. The tech-driven world of big...
Top 10 heatmap analytics tools for marketers
Heatmaps are the best means to visualize complex data sets. Used to easily understand and analyze large amounts of multi-dimensional data, they are the simple graphical representation of data in which values are represented by colours. In this article, we present top...
Top 15 social media analytics tools for marketers
Social media analytics tools are like life-sustaining organs for marketing professionals, as they are the simple ways for them to identify what’s happening around them in the digital world, especially in social media channels. Before they spend even a single penny...
Three simple steps to incorporate data into your marketing strategy
Data is definitely a game-changer. It opens up newer opportunities for letting you save money, save time or make more money. Effective use of data can aid in decision-making or help optimizing processes for leveraging your resources to their maximum. Big data and...
5 questions all marketers should ask their Big Data
We hear this often: big data means big headaches for marketers due to the overwhelming volumes of information that are hard to sort through to find the right data that is then actionable. In many organizations, only a data scientist or analyst can make sense of this...
Creating a new marketing-finance relationships with advanced analytics
When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. His artillery: Advanced Big Data analytics. MasterCard had always been a data-driven organization. But the real power and full...
Knowing Your Customers Too Well Might Be Hurting Your Business
Data-driven marketing has become incredibly powerful for businesses large and small. That's undeniable. Whether you're automatically sending marketing emails based on previous clicks, or you're using dynamic remarketing in PPC to follow your website visitors around...
How One Woman Hid Her Pregnancy From Big Data
For the past nine months, Janet Vertesi, assistant professor of sociology at Princeton University, tried to hide from the Internet the fact that she's pregnant — and it wasn't easy. Pregnant women are incredibly valuable to marketers. For example, if a woman decides...
Getting Marketers Up to Speed with Big Data
That alarm marketers are hearing is a wake up call from big data. It's telling marketers that they need to be more metrics driven, more technically savvy and more process oriented. At the top of the food chain, CMOs are taking on some of the responsibilities that...
Making Sense of Big Data in Search Marketing
To make marketing data work, you need to be able to measure and understand performance against a standard set of metrics. The challenge lies in marrying data from web analytics with search and social signals, and then being able to tie that to business value (for...
In marketing, embracing a world where data rules
Big data this, big data that. The popular Silicon Valley buzzword has become so ubiquitous -- the term was even added to the Oxford English Dictionary last year -- that it seems to mean everything and nothing at the same time. Big data will transform industries!...
Is the marriage of Big Data and advertising heading for an ‘uncanny valley’?
One of the major ways in which big data is currently used by marketers is to drive the targeting of online advertising to ensure it is delivering relevant messages to the right audiences at the right time. The scale of investment in online advertising is consistently...
Top 3 ways marketing can increase revenue from Big Data
How can marketing departments leverage big data to help their organizations increase revenue? Quite simply, by preparing sales to lead with buyer's concerns rather than waiting for the buyers to ask questions. Big data systems use new mathematical models to quickly...
Marketers Take Note: Big Data Is About to Get Personal
Big Data has been a hot topic for the past couple years, and now it's about to get personal. Companies recognize the massive amount of customer data at their disposal, but it's becoming more important than ever to more effectively collect and analyze this data to...
How to Develop a Big Data Strategy for Better Email Personalization
If you aren’t incorporating Big Data into your email strategy this year, it’s high time to get started. According to ExactTarget’s 2014 State of Marketing survey, collecting, measuring and using behavior-based data is one of the top three most common priorities in the...
As Big Data Evolves, B2B Marketers Focus On Data Management
The growth of Big Data has not gone unnoticed by B2B marketers. In an annual study from Infogroup Targeting Solutions, 54% of marketers said they have already invested in Big Data. Up to 30% of marketers said they plan to invest in Big Data for the first time in the...
How Big Data Could Facilitate Selective Perception Marketing
This scenario should be familiar to the many of us. Let’s say you have just purchased a brand new iPhone. No sooner had you bought the phone, than you see brand new iPhones all over the place! Another classic example is that when women get pregnant, they suddenly...
Three Data Opportunities B2B Marketers Are Missing Today
For all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing. Yes, B2B marketers are doing a few things well when it comes to using...
Is 2014 the Year of Personalization?
Big data was the big thing in 2013. According to execs in marketing, technology and research, 2014 will be all about personalization. Here are five of the most talked about marketing predictions from across the web. For marketers planning their 2014 priorities, it's a...
Why Most Marketers Will Fail In The Era Of Big Data
Galileo once said that “All truths are easy to understand once they are discovered; the point is to discover them.” Great marketers uncover those obvious, but unexpected truths to win consumers hearts and sell products. Marketing is, after all, the art and science of...
5 Steps to Improving the Customer Experience with Big Data
Technology advancements are making it easier for people to constantly, effortlessly and sometimes unknowingly generate massive amounts of data every second. Lurking in the sprawling data pipelines of global corporations are complex tangles of information that have the...
Not all big data is created equal, warns marketing scientist
The new frontier of data is full of possibilities, but marketers need to be aware that not all data is created equal, a leading marketing scientist warns. Associate professor and director of the not-for-profit Ehrenberg-Bass Institute, Dr Rachel Kennedy, told...
Big data – a marketer’s dream or dilemma?
Everyone is talking about "big data", especially in marketing where it promises to enable a new era of perfectly targeted messaging for the modern, connected consumer – or is that just hype, soon to evaporate among privacy fears, confusion, and the technical...
70% of marketers feel ill-equipped to handle “big data” challenges, says GfK report
Marketers feel underqualified to handle the challenges presented by the rise of “big data”, with 70 per cent admitting they don’t have the necessary skills, according to a GfK and Guardian Media Network report. The report, which polled the views of 1,011 UK consumers...
How small businesses can mine big data
As buzzwords go, big data is currently one of the most powerful—and one of the most perplexing. It sounds like something only multinational conglomerates can afford. But the concept of analyzing very large amounts of data and looking within it for patterns, trends,...
Marketing and IT jump into bed for ‘Big Data’
There are two things emerging marketing channels have in common: they’re based on technology and they’re social. While traditional media are either remaining steady or making small gains in terms of marketing spend, and while print media suffers sharp declines,...
Gate 6 marries marketing creativity with Big Data analytics
hese days, it seems as if I can't get through a conversation with someone from the high-tech industry without that person referring -- usually in super-reverent tones -- to the vast potential of social media engagement combined with analytics to transform customer...
How Mobile Marketing Is Being Shaped By The Explosive Growth In Big Data
Here's an overview of the relationship between big data and mobile: First, big data needs to be defined: Big data is most commonly defined as data sets that meet three attributes, known as the three "Vs": volume, variety, and velocity. But there is something more to...
Can big data technology be used to replace creative marketing?
Using big data is a careful balance of staying relevant and being creepy, according to marketers at the SAS Forum 2013 in Sydney on Thursday, but it's also left many arguing how much creativity can be replaced with technology. That's the message debated between...
Big Data, Analytics And The Future Of Marketing And Sales
Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago. That statement often prompts vigorous head nodding from executives, but is quickly followed by head scratching. “How can we make this...