Posts in Data & Analytics

Four ways travel brands can improve the customer experience

When it comes to the opportunity for customer engagement, the travel industry already has a head-start – because who doesn’t get excited at the prospect of going on holiday?

But while travel consumers might naturally be more inclined to engage, this also means there is greater opportunity for brands to get it wrong. Delays and disruptions might mar a travel experience, but how a brand deals with it can make or break a customer relationship.

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Why GDPR is great news for marketers and will create a more efficient data economy

As things stand, we are in a situation where the immensely valuable commodity of personal data is being collected by businesses either for free, or for a fraction of its true worth.

What’s more, data is being acquired via non-transparent means, used for undisclosed purposes, and sold without legal obligation to reveal its provenance.

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Five things every company can learn from the Equifax data hack

Last week, it was revelead that Equifax, one of the three major credit bureaus in the United States, suffered a data breach that might be the "worst leak of personal information ever."

Through the breach, criminals obtained the full names, Social Security numbers, birth dates, addresses, and in some cases, driver license numbers, of 143 million Americans, creating a fraud and identity theft nightmare of epic proportions that will exist for years to come.

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Verizon wants customers to give up their data for targeted ads, and it's willing to pay

Thanks to acquisitions exceeding $100bn in recent years, the largest internet service providers (ISPs) in the US are set to become some of the most dominant digital ad players.

But while there has been significant concern that the Federal Communications Commission's (FCC) roll-back of consumer broadband privacy rules raises the possibility that ISPs could use their treasure troves of data without customers' permission, the largest ISP in the US appears to be taking a more cautious approach than it might legally have to when it comes to exploiting customer data.

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Programmatic in 2017: An interview with Getintent’s George Levin

Programmatic advertising continues to grow rapidly, but despite a lot being written about it and a range of conferences dedicated specifically to the topic, it would seem that marketers still need to educate themselves on what programmatic is, how it can be deployed strategically and how best to manage it.

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Birchbox's UK Managing Director on content, personalisation & forays into physical retail

I recently put together a round-up of great content marketing examples from beauty brands. Birchbox stood out as one of the best, effectively using its online magazine to help customers make the most of their monthly subscription box.

But how exactly does Birchbox create and execute its content strategy across all its digital channels? 

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privacy

GDPR requires privacy by design, but what is it and how can marketers comply?

Privacy by design is a fairly old concept in systems engineering and its general meaning is pretty obvious.

Wikipedia describes it as "not about data protection" but rather "designing so data doesn't need protection," with the "root principle based on enabling service without data control transfer from the citizen to the system" (i.e. the citizen is not identifiable or recognizable).

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elitesingles

Brand marketing chief at EliteSingles on metrics, channel mix and the future of dating

Bart Visser is Director of Brand Marketing at EliteSingles and one of the excellent speakers appearing at the Festival of Marketing, October 4-5 in London.

I caught up with him to ask a few qeustions about marketing a dating service and he provided some fascinating insights. Before you start reading, a reminder that you can buy your Festival tickets and view the agenda here.

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Is WPP the canary in the coal mine for the global ad business?

On Wednesday, the world's largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.

Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.

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URL vs social media tracking

Why marketers are failing to track 87% of their content shares

Although most brands confine their analysis of social sharing to share buttons and email newsletter tracking, our latest experiment shows that 87% of all shares are made through copy-and-paste direct from the address bar.

Unfortunately, there hasn’t been an easy way to track this data, until now.

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An introduction to customer research (a 3,000-word guide)

Whether you work in marketing, sales, product or even finance, getting out to speak with your customers is invaluable.

Regardless of if you work in a multinational FMCG company, the financial sector, a not-for-profit or a start-up, the customer is the most important stakeholder in every decision your business makes, so talking to a few of them seems like a pretty smart idea.

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Five companies using robots and AI to make a difference

We’re constantly hearing about the downsides of artificial intelligence. 

According to PwC, 30% of UK jobs are potentially under threat from breakthroughs in AI, while 38% of US jobs have a ‘high risk’ of being entirely wiped out by 2030.

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