Posts tagged with Data

Making sense of the B2B marketing mix

We recently launched our first B2B Internet Statistics Compendium, which sits separately from our main Internet Statistics Compendium and aims to make it easier for B2B marketers to find the relevant information needed to make sense of an increasingly complex and fast-changing marketing landscape.

There has been a great amount of B2B-focused marketing data published during recent months. In a sector which is becoming increasingly dependent on reaching out to new business across multiple channels, it has never been more important to get the mix right. 

Here are some key B2B marketing trends to keep an eye on...

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Introducing ‘Project Arachnid’: Econsultancy’s real-time data visualisation tool

Here at Econsultancy we’re big on data, and we believe that the best way for publishers to monetise their online audience is to properly evaluate visitors, just like the smarter retailers do. We’ve created a tool to show you how we’re trying to do this.

Called ‘Project Arachnid’, the tool is essentially a real-time visualisation of our website traffic. You can see new visitors arriving at the different sections of our website, represented by dots.

Project Arachnid

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The RFP is dead: new concepts in audience discovery

Real-time bidding, data segmentation, and new buying methodologies have made a dinosaur out of the traditional agency request-for-proposal.

A programmatic approach to budget allocation and audience discovery is coming soon that will forever transform the RFP from a static document to an effective attribute matching engine that can effectively connect the demand and supply sides in media.

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11 ways to measure the value of social media

This article is the third in a series of ongoing extracts from Econsultancy's new Internet Marketing Strategy Briefing. The free-to-download report covers the most important online trends in digital marketing that currently occurring.

Topics covered within the document include customer centricity, channel diversification, data, social media and content strategy.

This extract, written by Econsultancy's US Vice President of Research, Stefan Tornquist, focuses on the ins and outs of measuring social media.

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The 9 Cs of social media: which type of user are you?

Simon Sanders at Lansons alerted me to a new study, based on a concept initially developed by Forrester Research.

The aim of the study was to identify the various different types of social media user. Lansons has defined nine types of user, as shown in the chart below…

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Who owns your brand’s social media data?

Congratulations: you have 50,000 Twitter followers! Respect: you have a million ‘likes’ on Facebook! Kudos: 5,000 professionals on LinkedIn have joined your group!

But scratch beneath the surface and ask yourself three big questions: 

  1. What does this really mean?
  2. What is this worth?
  3. Who owns the data?

I’m not a social media cynic by any stretch of the imagination. I know what it has done for our business, but that’s not to say there aren’t threats and challenges on the road ahead.

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Online video is more than just views and clicks

There’s a bit of a culture clash when it comes to online video advertising. The traditionally creativity-driven TV advertising industry seems tempered by the conservatism derived from the click-through culture of the online advertising industry.

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How Europeans are ‘media meshing’ with mobile internet

Some of the most interesting data to be added to the recent edition of the Internet Statistics Compendium includes fresh research from IAB on how Europeans use mobile internet at the same time as other media. 

'Media meshing' is evident across the continent, but some countries are more keen to mix the mobile web with traditional information sources than others.

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Social search comes of age with Google's '+1' button

It had to happen. The search behemoth has revealed plans to roll out ‘+1’, the Google equivalent of Facebook's ‘Like’ button.

Google’s intentions are clear. It wants to work social signals into its algorithm to a) reduce spam, and b) deliver increasingly personalised results.

The +1 button will appear alongside search results and – in time - on websites. 

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What to do if your ESP gets hacked

A couple of major online brands have had to send communications informing users that their data had been comprised, and in one instance it has been confirmed it was a breach at their email marketing service provider.

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20+ Mind-blowing social media statistics: One year later

It's been more than twelve months since I rounded up some of the more impressive social media stats and pieces of data. But what's happened since then? 

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Too much data, not enough insight

At Digital Cream earlier this month, I took part in some intriguing roundtable discussions on ‘joining up online and offline channels’. 

Of course, the issue of aligning individuals and the data associated with them from different channels, in-store, e-commerce, social media, etc, has been plaguing marketers for some time now.

One of the biggest challenges is making usable sense of the vast swathes of digital data available...

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