Posts tagged with Data

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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LocalResponse brings historical intent targeting to Twitter

With consumers posting countless pieces of content each and every day on popular social platforms like Facebook and Twitter, it's no surprise that much of the attention of the social media ecosystem has been focused on 'real-time.'

But for brands trying to reach consumers on these platforms, is there room for a back-to-the-future approach?

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Amazon courts Madison Avenue

Amazon is the master of online retailing, and is proving that it's capable of making it easy for consumers to find and buy whatever they're looking for across digital channels.

But don't let Amazon's ecommerce dominance fool you: the company's ambitions extend well beyond simply selling product. Increasingly, the company is looking to take advantage of its position to extend its reach into new markets, including, now, advertising.

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Busting the myths about web personalisation: what you really need to know

Web personalisation is a fast-growing area that has long-been used by some of the biggest brands and businesses in the world. Sceptics bemoan that we are increasingly stuck in giant filter bubbles.

But supporters, industry experts and a growing number of businesses see how it can revolutionise their online relationships and put the customer experience at the heart of what they do. 

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Amazon to provide loans to merchants: report

Selling products online can be a lucrative business, but it's typically not an easy one, particularly for small merchants. While the internet helps address some challenges, like finding customers, margins can be tight and merchants often struggle with cash flow.

Enter Amazon, the 800-pound gorilla of ecommerce. Already a significant source of sales for some merchants through its Amazon Marketplace, the Seattle-based company is now positioning itself to be an even larger fixture in the lives of many businesses with the launch of a service called Amazon Lending.

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Facebook launches mobile ad network trials

How Facebook will make the type of money it needs to make to satisfy Wall Street is yet to be determined, but one thing is certain: if Facebook is going to make the type of money it needs to make to satisfy Wall Street, mobile will have to be a big part of it.

Facebook's mobile usage has skyrocketed in the past year, and the common wisdom is that Facebook will have to find a way to monetize its users on mobile. But capitalizing on the mobile opportunity may not fully require Facebook to monetize them directly.

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Research: Social media discounts attract Australian consumers to brands

The noise around social media in Australia appears to be increasingly amplified by marketers and clearly continues to be a hot topic.

There are also snippets of data emerging that explore this large and complex digital arena, but one of the questions that seems to be asked is why consumers choose to engage or associate themselves with brands in the social space. 

So, in association with Toluna, Econsultancy surveyed more than a thousand Australian consumers, in an effort to explore what attracts users to a specific brand or company on social media platforms.

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How can you make the best use of site search data?

I've recently looked at site search box design, and best practices for results pages. Today, we look at how to use site search data. 

The terms that customers type into your site search box represent a wealth of valuable data that can be used to learn about your users’ behaviour. 

This data can be used to improve the site search functionality, to optimise results pages for common searches, improve merchandising and more.

I've been asking several e-commerce experts about how site search data can be used most effectively...

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Five legitimate use cases for NoSQL databases

NoSQL may be one of the most overhyped technology trends in the past couple of years, and a growing number of companies that left their relational databases behind for a NoSQL fling are rethinking their decisions.

Yet organizations continue to adopt NoSQL solutions and investors are still eager to pour money into vendors behind the most popular of them.

Are they crazy, or has some of the NoSQL skepticism been overdone?

The truth of the matter is that, hype aside, there is a role for NoSQL solutions to play in a world consumed by data, and increasingly companies are making smart decisions about when to use relational databases and when to turn to their NoSQL cousins.

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10 reasons why outbound telemarketing programs fail

Before the advent of the internet and mobile phones, if you wanted to "reach out and touch someone" it often meant picking up the telephone.

Today, despite the fact that we have more ways to communicate than ever, many companies continue to pick up the phone in hopes that the person they're reaching out and touching will eventually become a customer. In fact, although it may be one of the least sexy marketing channels, telemarketing is for some companies still one of the most effective direct marketing techniques employed.

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