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Posts tagged with Data

Retail marketers: how to turn data into cash

Most retailer marketers are sitting on a mine of unused big data. This kicks off a series of how-to-guides for constructing agnostic strategies around big data for the purpose of improving conversion.

Big Data has saturated the news cycle in 2012. But what exactly is big data, who is using it and how can your brand apply it?

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Amazon to launch RTB in 2013: report

Amazon may be the world's online consumer retail giant, but don't let that fool you: the company isn't content with being the Walmart of the web.

Already, Amazon has become a leading player in the cloud computing space, and in 2013, it's coming to Madison Avenue, perhaps in a big way.

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The rise of the ‘big data’ driven CMO 


After decades of fighting the image of being a ‘fluffy’ cost centre, the marketing function is finally escaping the long-held mis-perception of being all about ‘creative’ with an inability to prove measurable impact on the bottom line.

The growing importance of the Chief Marketing Officer, especially in business-to-consumer organisations, is the strongest indication yet of this continued professionalisation within the function. 

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Digital marketing Australia: 50+ stats you probably didn’t know

Everyone loves statistics, so as the year comes to a close, we’ve pulled out some juicy data for the region. 

All the information has been taken from Econsultancy’s Australian Internet Statistics Compendium, a data-behemoth document that’s more than 450 pages long and updated on a monthly basis. 

So, what’s happening in digital, Down Under? 

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Econsultancy Google hangout: big data and best practices in data management - Thursday, December 13

Data has become such a popular topic in digital marketing circles that we're running out of metaphors. But whether you think of data as the oil of marketing, a firehose of numbers or the next gold rush, chances are that your organization is still coming to grips with the possibilities and realities of "Big Data."

As a great end of the year Google Hangout, join us December 13, 2012 at 12:30 EST as we discuss cutting-edge data techniques for supercharging advertising used by global corporations for marketing as released in the latest Econsultancy report "Best Practices in Data Management." Data Management Platforms (DMPs) and Audience Management Platforms (AMPs) are all the rage, but getting the most out of data for audience segmentation, insights, and targeting takes more than just a relationship with a vendor.

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Best practices in data management: report

Data is everywhere. As the cost of storing and collecting data decreases, more of it becomes available to marketers looking to optimize the way they acquire new customers and activate existing ones.

In the right hands, data can be the key to understanding audiences, developing the right marketing messages, optimizing campaigns, and creating long-term customers. In the wrong hands, data can contribute to distraction, poor decision-making, and customer alienation.

Over the past several weeks, I asked over thirty of the world’s leading digital data practitioners what marketers should be thinking about when it comes to developing a data management strategy.

The result is the newly available Best Practices in Data Management report. A few big themes emerged from my research, which I thought I would share.

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Australian retailers embrace affiliate marketing [infographic]

The Australian Affiliate Marketing Benchmarking Survey was released by dgmAustralia last week, revealing that affiliate marketing is on the rise amongst Australian retailers.

The report examines the current engagement and intentions of Australian companies utlilising affiliate marketing, as well as revealing marked differences in usage and approaches across the market. 

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What is a data scientist and do you need one?

Although it's fast becoming a hot position, ask different people what a "data scientist" is and you'll get different responses. Invariably, you'll hear buzzwords like Big Data, Hadoop and Cassandra, as well as technical terms like predictive modeling and regression analysis.

If you're not familiar with these, the role may be something of a mystery, but it is an important and lucrative one at many tech companies.

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Australian retailers embrace affiliate marketing

Affiliate marketing is on the rise amongst retailers in Australia, with three in five indicating they have increased their spend on the digital channel in the past year, and the same number saying they will continue to do so next year. 

The findings come from the Australian Affiliate Marketing Benchmarking Survey, released by dgmAustralia last week.

The report examines the current engagement and intentions of Australian companies utlilising affiliate marketing, as well as revealing marked differences in usage and approaches across the market.

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B2B insights: striking a balance in the age of big data

The greatest challenge for business brands seeking to drive customer value in today’s multichannel world is understanding.

Whilst consumer brands have historically taken a more forensic approach to mapping customer touch points, analysing behaviour and building personas in order to understand how, when and where people are engaging with them and where the opportunities lie, many of today’s business brands fail to explore customer needs closely enough.

The paradox? Data remains both one of the biggest opportunities and biggest headaches facing B2B marketers today. The sheer volume of data businesses have access to is seen by many as an obstacle.

How will we capture it? How will we measure it? What are the legalities? We can’t afford a failed organisation CRM effort!

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Site search: install, optimise and maintain

Site search is critical to the success of your online business. And now that more people use mobile phones and tablets to surf the web and shop, you need to be sure you’re always delivering as short a path as possible to the “add to cart” button, without distracting them by too much extra information.

When it comes to search, install and forget no longer works. Delivering a great search experience requires constant attention – but the good news is your search data is a big help in this regard. 

By examining site search data you can learn about your customers’ favourite products as well as the terms they use in your search box, their responses to promotional offers, and seasonal trends.

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Advertising and the perils of too much testing

Numbers don't lie, or so we're told, and it's no surprise that as advertisers gain more and more tools, they are increasingly looking to see if their assumptions are backed up by the numbers.

This is particularly true when it comes to the $130bn/year television ad market, where advertisers frequently do significant amounts of market testing before rolling a campaign out at scale.

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