tag:econsultancy.com,2008:/topics/data-analytics Latest Data & Analytics content from Econsultancy 2016-04-28T11:00:42+01:00 tag:econsultancy.com,2008:BlogPost/67748 2016-04-28T11:00:42+01:00 2016-04-28T11:00:42+01:00 Three ways marketers can benefit from the drone revolution Patricio Robles <h3>1. Drones allow marketers to provide new perspectives</h3> <p>Drone technology literally gives marketers the ability to create compelling audiovisual content that offers perspectives never before possible, or only possible at significant cost and thus only available to marketers with significant budgets. </p> <p>The ability for even the smallest of businesses to take advantage of drone imagery is exemplified by Captain Dave Anderson, who runs Capt. Dave's Dolphin &amp; Whale Watching Safari in Dana Point, California.</p> <p>One of his drone videos of dolphins has racked up nearly 12m views on YouTube.</p> <p><iframe src="https://www.youtube.com/embed/Bo_f8mV5khg?wmode=transparent" width="560" height="315"></iframe></p> <p>While drones are becoming both more affordable and usable, even marketers without drones of their own can incorporate drone content into their campaigns as drone-captured photos and videos can increasingly be found on <a href="https://econsultancy.com/blog/2515-stock-photography-resources-and-tips">stock photo</a> and video services.</p> <h3>2. They speed time-to-market </h3> <p>Because drones are now widely available and can be put to use with little hassle, marketers are able to add new perspectives to their campaigns without suffering long delays.</p> <p>Increasingly, specialist skills aren't even required for certain applications.</p> <p>"Recently some of the sophisticated capabilities have gotten cheap and easy to use,"  Timothy Reuter, founder of the largest drone club in the US, <a href="http://www.cnn.com/2014/05/22/tech/innovation/drone-uav-photography/">told CNN</a> in 2014.</p> <blockquote> <p>The difference between the professional and hobbyist tools isn't that big anymore - that's part of the revolution.</p> </blockquote> <h3>3. The sky is now the limit when it comes to creativity</h3> <p>The new perspectives marketers can take advantage of coupled with quick time-to-market means that rapid experimentation is possible.</p> <p>Marketers can now exercise a great deal of creativity when employing drones to create content.</p> <p>But the most creative marketing-related drone applications aren't about content.</p> <p>Some trailblazing marketers are also putting drones to use in more cutting-edge ways. Drones are being used to deliver aerial advertising in a new, less costly fashion.</p> <p><iframe src="https://www.youtube.com/embed/0rUVmAbc4jw?wmode=transparent" width="560" height="315"></iframe></p> <p>And Camisaria Colombo, a Colombian clothier, even used drones to fly mannequins alongside buildings in Vila Olimpia, Sao Paulo's business district, to market its wares to businessmen.</p> <p><iframe src="https://www.youtube.com/embed/QeU4rlgmV8M?wmode=transparent" width="560" height="315"></iframe></p> <p>There are creative non-consumer-facing applications for drones too.</p> <p>Just as brick and mortar businesses are increasingly adopting technologies <a href="https://econsultancy.com/blog/64277-how-to-use-free-wi-fi-for-social-marketing-and-analytics/">like WiFi tracking to monitor customers in-store</a>, drones can be used to gather data that marketers can analyze to develop actionable business insights.  </p> <p>Obviously, regulation of how drones are used could add red tape that makes it more difficult for marketers to use drones across all of these applications.</p> <p>But the general consensus is that drones are here to stay, so in the coming year expect to see more marketers flying high.</p> tag:econsultancy.com,2008:BlogPost/67776 2016-04-27T01:30:00+01:00 2016-04-27T01:30:00+01:00 Joining up offline & online data channels in Singapore Jeff Rajeck <p>One of the biggest barriers to success, though, is joining up online and offline channels data.  </p> <p>So, <strong>how are companies handling to the O2O data challenge?</strong></p> <p>To find out, Econsulancy recently invited dozens of client-side marketers in Singapore to discuss progress on this and other CX topics.  </p> <h3>About the roundtables</h3> <p>The roundtables covered three topics all related to CX and were moderated by subject matter experts from Econsultancy and our event sponsor IBM. </p> <p>Delegates brought experiences from many different companies and industries and they openly discussed their success stories and challenges with the group.</p> <p>Below is a summary of the main talking points taken from the discussions around joining up online and offline data channels.</p> <p><img src="https://assets.econsultancy.com/images/0007/4244/cx.jpg" alt="" width="800" height="533"></p> <h3>What is O2O?</h3> <p>In order to figure out how companies were joining data from both online and offline channels, participants on the day first wanted to define what O2O meant to their brands.</p> <p>They arrived at three high-level definitions. To the attendees, O2O meant delivering: </p> <ul> <li>A non-stop loop of activation.</li> <li>Seamless brand presence.</li> <li>And a lasting impression.</li> </ul> <p>For each of these, participants offered real-world examples and thoughts about the data required to make them happen.</p> <h3>A non-stop loop of activation</h3> <p>If there is one thing which is always top of mind for marketers it is activating visitors and making them customers.  </p> <p>Too often, however, online and offline activations are siloed, as are the resulting customer data.</p> <p>What businesses should aim for instead, according to participants, is connecting existing online and offline customer activation initiatives.</p> <p>Doing so will amplify reach, conversions, and tracking and create a 'non-stop loop of activation.'</p> <p>The aim is an O2O campaign which is more than the sum of its parts. ROI will increase for both the online and offline portions.</p> <h4>Example</h4> <p>An example of this virtuous circle was Singtel's 'Need 4G Speed' campaign. </p> <p>The goal was to encourage more customers to recontract and purchase devices which supported the new 4G service.  </p> <p>Singtel used both online and offline advertising for the campaign and highlighted a hashtag (#need4gSpeed) in each.</p> <p>When potential searched the hashtag on Twitter they found a series of entertaining videos created with the help of a local celebrity and suggestions from the public.  </p> <p>Once there, visitors were encouraged to register online, visit a Singtel shop and participate in creating the videos.</p> <p>The online to offline experience started with a single piece of data, the hashtag, which then led visitors to more promotional, as well as entertaining, content.</p> <p><img src="https://assets.econsultancy.com/images/0007/4237/need4gspeed.jpg" alt="" width="800" height="450"></p> <h3>Seamless brand presence</h3> <p>Another aspect of CX which requires both online and offline data is ensuring that the customer has a consistent brand experience.</p> <p>This is becoming more important as the buyer's journey involves an increasing amount of touchpoints.  </p> <p>A brand which cannot offer consistent information along the journey is at risk of looking out-of-touch with the customer.</p> <p>With the right data, though, offers and recommendations can be made through both online and physical channels, say at point-of-purchase for someone using a loyalty card.</p> <p>Using data in this way has an impact across the whole marketing ecosystem, according to one participant.  </p> <p>Another suggested that brands will be using data more in this way now that convenience, offers and recommendations are valued over privacy by most consumers.</p> <p>The importance of the customer journey to marketers was highlighted in a recent global survey by Econsultancy, <a href="https://econsultancy.com/reports/understanding-the-customer-journey/">Understanding the Customer Journey: More Than Just Online</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4239/Capture.PNG" alt="" width="626" height="430"></p> <p>Survey respondents indicated that understanding the customer journey had wide-ranging benefits from identifying cutomer pain points to driving revenue and profits.  </p> <p>Managing online and offline data effectively can help accomplish these goals to a great extent.</p> <h3>Lasting impression</h3> <p>The third way that high-quality O2O management affects CX is by leaving a positive, lasting impression of the brand with the customer.</p> <p>With the right data, brands can design promotions which are impactful at each touchpoint:</p> <ul> <li>Offline promotions to drive online behavior.  </li> <li>Online promotions to drive online visits.</li> </ul> <p>This may sound easy, but execution is very complicated.</p> <p>One participant said that the key to driving this sort of behaviour is to first be able to segment your offers, then to target the segments with offers which speak specifically to their goals.  </p> <p>Brands, then, create bridges between the online and offline through relevant and personal campaigns.</p> <h4>An example</h4> <p>Starbucks is a great example of a company that has been able to create a lasting brand impression through its use of both online and offline channels.</p> <p>Visitors who register with Starbucks and pre-pay their loyalty card unlock useful features on an app.</p> <p>The app allows smartphone users to:</p> <ul> <li>Pay for an order.</li> <li>Earn points.</li> <li>Place and pay for a customized order before arriving.</li> <li>Send gift cards.</li> <li>And even find out what songs are being played at their local Starbucks.</li> </ul> <p>Then, when the person visits the store and pays with the app, Starbucks can register their visit and use it to make better, more relevant offers for the customer.</p> <p>One participant said linking up online and offline data to this extent is almost like placing an 'offline cookie' on the customer.</p> <p><img src="https://assets.econsultancy.com/images/0007/4240/starbucks_reward_card_singapore.jpg" alt="" width="800" height="534"></p> <h3>So...</h3> <p>Joining up online and offline data is essential for brands that are trying to provide excellent CX through both physical and digital channels.</p> <p>Doing so well allows brands to create virtuous circles of activations, a brand presence which extends between the mediums, and leave a lasting impression on customers to keep them coming back for more.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the client-side marketers who participated on the day and our sponsor for the event, IBM.</p> <p>We would like to extend a special thanks to the table moderator for the Joining Up Online and Offline Channels Data table, <strong>Bilal Serlaman, Regional Marketing Manager of APAC &amp; ANZ at EXFO.</strong></p> <p>We appreciate all of the helpful discussion points participants provided on the day and we hope to see you all at our upcoming Econsultancy events!</p> <p> <img src="https://assets.econsultancy.com/images/0007/4243/Untitled.jpg" alt="" width="800" height="547"></p> tag:econsultancy.com,2008:BlogPost/67769 2016-04-21T15:19:06+01:00 2016-04-21T15:19:06+01:00 The rise of Amazon's private labels shows the perils of not owning your data & customers Patricio Robles <p>As <a href="http://www.bloomberg.com/news/articles/2016-04-20/got-a-hot-seller-on-amazon-prepare-for-e-tailer-to-make-one-too">detailed by</a> Bloomberg's Spencer Soper, Amazon's private label brand, AmazonBasics, has grown to more 900 products.</p> <p>And its expansion appears to be driven by insights the mega-retailer has gleaned from its troves of sales data:</p> <blockquote> <p>At first, AmazonBasics - launched in 2009 - focused on batteries, recordable DVDs and such. Then for several years, the house brand 'slept quietly as it retained data about other sellers’ successes', according to the report.</p> <p>But in the past couple of years, AmazonBasics has stepped up the pace, rolling out a range of products that seem perfectly tailored to customer demand.</p> </blockquote> <p>Soper points to Rain Design, maker of a best-selling laptop stand, as an example of Amazon's strategy.</p> <p>Last year, AmazonBasics began selling a similar laptop stand, but at half the price, cutting into Rain Design's sales.</p> <p>Unfortunately for Rain Design, because Amazon's stand doesn't infringe on the company's patent, there isn't much it can do.</p> <p><img src="https://assets.econsultancy.com/images/0007/4156/laptopstand.png" alt="" width="861" height="493"></p> <p>According to Chad Rubin, who runs ecommerce firm Skubana, Amazon "know[s] what people want and they're going to mop it up."</p> <p>By Skubana's count, Amazon is increasingly doing just that, and added nearly 300 products to its AmazonBasics portfolio last year alone.</p> <p>Beyond AmazonBasics, the 800-pound gorilla of online retail has launched a number of private label apparel brands, including Lark &amp; Ro, Scout + Ro, Franklin &amp; Freeman and Franklin Tailored.</p> <p>These are now estimated to sell more tham 1,800 different products, putting Amazon directly in competition with former partners like Gap and Eddie Bauer.</p> <h3>Amazon's advantages</h3> <p>While sellers like Rain Design hope that customer loyalty will help them weather the competition from AmazonBasics, Amazon has a number of major advantages.</p> <p>The biggest: it owns the data.</p> <p>That gives Amazon the ability to identify the ripest opportunities, including those that others don't even know about, and attack them with a level of insight that competitors don't have access to.</p> <p>Amazon also owns the customers and customer experience, making it more difficult for sellers like Rain Design to build the kind of loyalty that might encourage customers to pay significantly more for a product.</p> <p>Finally, Amazon has the wherewithal to experiment and fail quickly. As Soper notes:</p> <blockquote> <p>Amazon's size gives it an advantage over so-called direct-to-consumer startups such as mattress seller Casper and eyewear merchant Warby Parker because Amazon can experiment with one product rather than having to build out an entire line. If an item flops, it's no big deal.</p> </blockquote> <h3>It's not just ecommerce</h3> <p>Of course, Amazon isn't the only company that's seeking to take advantage of ownership and control of data and customers.</p> <p>Publishers are increasingly being pushed to <a href="https://econsultancy.com/blog/67691-content-creators-it-s-time-to-abandon-yourself-to-facebook">abandon themselves to Facebook</a>, which is working to get more and more publishers to publish their content directly on Facebook using <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know">Instant Articles</a> and <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook Live</a>. </p> <p>Other popular social platforms, <a href="https://econsultancy.com/blog/67686-is-pinterest-using-how-to-pins-to-exploit-third-party-content-for-seo-benefit">like Pinterest</a>, are also taking advantage of the willingness of third parties to publish content outside of the channels they own and control.</p> <p>Obviously there's no guarantee that platforms will eventually look to cut out these publishers – Snapchat's <a href="http://digiday.com/publishers/lessons-snapchats-retreat-editorial-content/">retreat from original content</a> reveals numerous challenges in doing this.</p> <p>But the rise of Amazon's private labels and the impact it is having on Amazon sellers like Rain Design serves as a powerful reminder to <em>all</em> companies: if you don't control your data and customers, you can't really control your future.</p> tag:econsultancy.com,2008:BlogPost/67745 2016-04-19T14:16:37+01:00 2016-04-19T14:16:37+01:00 15 examples of artificial intelligence in marketing Ben Davis <h3>1. Recommendations/content curation</h3> <p style="font-weight: normal;">Predictive analytics allows Netflix to surface and finesse recommendations. This kind of clustering algorithm is continually improving suggestions, allowing users to make the most of their subscription.</p> <p style="font-weight: normal;">Uniting information from diverse datasets is a common use of AI.</p> <p style="font-weight: normal;">Under Armour is one of the many companies to have <a href="http://www.techinsider.io/ibm-under-armour-build-smart-fitness-app-2016-1">worked with IBM's Watson</a>. The sports apparel company combines user data from its Record app with third-party data and research on fitness, nutrition etc.</p> <p style="font-weight: normal;">The result is the ability for the brand to offer up relevant (personalized) training and lifecycle advice based on aggregated wisdom.</p> <p style="font-weight: normal;">IBM explained as follows in a <a href="https://www-03.ibm.com/press/us/en/pressrelease/48764.wss">press release</a>:</p> <blockquote style="font-weight: normal;"> <p>A 32-year-old woman who is training for a 5km race could use the app to create a personalized training and meal plan based on her size, goals, lifestyle.</p> <p>The app could map routes near her home/office, taking into account the weather and time of day. It can watch what she eats and offer suggestions on how to improve her diet to improve performance. </p> </blockquote> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/4046/record.png" alt="under armour record" width="380" height="270"></p> <h3>2. Search engines</h3> <p style="font-weight: normal;">In late October 2015, <a href="http://www.adweek.com/news/technology/6-ways-googles-artificial-intelligence-could-impact-search-engine-marketing-167890">Google admitted</a> it was using RankBrain, an AI system, to interpret a 'very large fraction' of search queries.</p> <p style="font-weight: normal;">RankBrain should mean better natural language processing (NLP) to help find relevance in content and queries, as well as better interpretation of voice search and user context (e.g. Google Now).</p> <p style="font-weight: normal;">Andrew Howlett, CTO of Rain Agency, told AdWeek:</p> <blockquote> <p>Customers providing reviews use real language and say it in ways that people might also ask a question through Google. For example, in a review, someone might say, 'This place has the best chips and salsa anywhere that doesn't cost a fortune.'</p> <p>That sentence will help now with someone searching for something like, 'I'm on a budget, where's a good restaurant with awesome chips and salsa?'</p> </blockquote> <p style="font-weight: normal;">Machine learning is, of course, nothing new at Google, already used in search, advertising and YouTube recommendations.</p> <h3>3. Preventing fraud and data breaches</h3> <p>Analysing credit/debit card usage patterns and device access allows security specialists to identify points of compromise.</p> <p>The relevance of AI is not just for card issuers, though.</p> <p>Retailers, for example, have been subject to high profile data breaches (e.g. <a href="http://www.bankinfosecurity.com/new-neiman-marcus-breach-authentication-must-change-a-8843/op-1">Neiman Marcus</a>) as a result of a system based solely on usernames and passwords (without any stronger type of authentication).</p> <p>This area of security analytics has been around for years but is becoming more sophisticated. Solutions have to react quickly to new fraudster tactics and analyse unstructured data, too.</p> <p>Natural language processing (NLP) can be used to look at text within transactions, for example, transforming it into structured data.</p> <p>Newer AI implementations, such as that used by the United Services Automobile Association (USAA, which provides financial services for ex-military), will identify anomalies in behaviour even on the first instance.</p> <p><em>Could Neiman Marcus have benefitted from AI to prevent a data breach?</em></p> <h3> <img src="https://assets.econsultancy.com/images/0007/4042/neiman.jpg" alt="neiman marcus" width="500"> </h3> <h3>4. Social semantics</h3> <p style="font-weight: normal;">Looking at Microsoft's AI chatbot 'Tay' (and <a href="https://www.theguardian.com/technology/2016/mar/24/tay-microsofts-ai-chatbot-gets-a-crash-course-in-racism-from-twitter">its regrettable tweets</a>), one might not immediately think Twitter and AI go together like salt and vinegar.</p> <p style="font-weight: normal;">However, deep learning (a term used often to refer to machine learning on large datasets - a neural network recognising abstract patterns) has plenty to get its teeth into on social.</p> <p style="font-weight: normal;">Sentiment analysis, product recommendations, image and voice recognition - there are many areas where AI has the potential to allow social networks to improve at scale.</p> <p style="font-weight: normal;">It's worth having a trawl through <a href="https://research.facebook.com/ai">Facebook's AI research</a> to see the many possibilities, if you've got a head for scientific whitepapers, that is.</p> <p style="font-weight: normal;">Wired magazine covers <a href="http://www.wired.com/2016/02/facebook-ai-shows-internet-drones-where-all-the-people-are/">a particularly novel use</a> (outside of Facebook's social network) - the tech giant analysing overhead images of topography to find evidence of human life.</p> <p style="font-weight: normal;">Such technology may allow Facebook to target its internet-providing drones at communities that need them.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/4069/facebook_ai.png" alt="facebook AI research" width="615"></p> <h3>5. Website design</h3> <p>The Grid is an 'AI' website design platform.</p> <p>Intelligent image recognition and cropping, algorithmic pallette and typography selection - The Grid is using AI in certain areas to effectively automate web design.</p> <p><iframe src="https://www.youtube.com/embed/OXA4-5x31V0?wmode=transparent" width="560" height="315"></iframe></p> <h3>6. Product pricing</h3> <p>With thousands of products and many factors that impact sales, an estimate of the price to sales ratio or price elasticity is difficult.</p> <p>Dynamic price optimisation using machine learning can help in this regard - correlating pricing trends with sales trends by using an algorithm, then aligning with other factors such as category management and inventory levels.</p> <p>See this <a href="https://www.linkedin.com/pulse/price-optimisation-using-machine-learning-mohammad-islam">introduction via LinkedIn</a> from Mohammad Islam.</p> <p><img src="https://assets.econsultancy.com/images/0007/4070/Screen_Shot_2016-04-19_at_09.26.51.png" alt="dynamic price optimisation" width="500"></p> <h3>7. Predictive customer service</h3> <p>Knowing how a customer might get in touch and for what reason is obviously valuable information.</p> <p>Not only does it allow for planning of resource (do we have enough people on the phones?) but also allows personalisation of communications. </p> <p>Another project being tested at USAA uses this technique. It involves <a href="https://www.technologyreview.com/s/600986/ai-hits-the-mainstream/">an AI technology built by Saffron</a>, now a division of Intel.</p> <p>Analysing thousands of factors allows the matching of broad patterns of customer behavior to those of individual members.</p> <p>The AI has so far helped USAA improve its guess rate from 50% to 88%, increasingly knowing how users will next contact and for what products.</p> <p><em>A graphic from the Saffron website.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/4045/Screen_Shot_2016-04-18_at_14.10.56.png" alt="saffron" width="615" height="160"> </p> <h3>8. Ad targeting</h3> <p style="font-weight: normal;">As Andrew Ng, Chief Scientist at Baidu Research, tells <a href="http://www.wired.com/2014/10/chinese-google-making-big-bucks-using-ai-target-ads/">Wired</a>, “Deep learning [is] able to handle more signal for better detection of trends in user behavior. Serving ads is basically running a recommendation engine, which deep learning does well.” </p> <p style="font-weight: normal;">Optimising bids for advertisers, algorithms will achieve the best cost per acquisition (CPA) from the available inventory.</p> <p style="font-weight: normal;">When it comes to targeting of programmatic ads, machine learning helps to increase the likelihood a user will click. This might be optimising what product mix to display when retargeting, or what ad copy to use for what demographics.</p> <h3>9. Speech recognition</h3> <p>Skype Translator now supports Arabic, English, French, German, Italian, Mandarin, Brazilian Portuguese, and Spanish.</p> <p>One <a href="http://venturebeat.com/2016/03/08/microsofts-skype-translator-now-speaks-arabic/">reviewer of this product</a> using the recently added Arabic speech translation said that mistakes occurred but 'with enough patience, I usually got the message'.</p> <p>Translation of speech has come so far due to progress in neural networks over the past five years.</p> <p>I can't pretend to understand the logic and computing involved, but if you want some background info try this blog post from <a href="http://andrew.gibiansky.com/blog/machine-learning/speech-recognition-neural-networks/">Andrew Gibiansky</a>.</p> <p>Siri and Cortana and other personal assistants also use speech recognition of course, so doubtless most savvy consumers are quite aware of how accurate they are.</p> <p>Speech recognition is particularly important in the Chinese market, where using a keyboard to type small and intricate characters can be laborious. Baidu is making big strides on this front <a href="http://www.scmp.com/magazines/post-magazine/article/1925784/why-baidus-breakthrough-speech-recognition-may-be-game">with voice search</a>.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/4074/translatory-ui.png" alt="skype translator" width="615"> </p> <h3>10. Language recognition</h3> <p style="font-weight: normal;">Behind speech recognition sits the challenge of language recognition. Not what you're saying, but what it means (in relation to other things and concepts).</p> <p style="font-weight: normal;">This is another use of machine learning that consumers are familiar with, given its use in search.</p> <p style="font-weight: normal;">However, language recognition may be increasingly used by brands to digest unstructured information from customers and prospects. </p> <p style="font-weight: normal;"><a href="http://wayblazer.com/">WayBlazer</a> is a so-called 'cognitive travel platform', a B2B service using IBM's Watson AI to power consumer applications from third parties such as hotel chains and airlines.</p> <p style="font-weight: normal;">So, for example, images, recommendations and travel insight are personalised depending on customer data.</p> <p style="font-weight: normal;">This might be unstructured text, e.g. 'We want a family beach holiday with plenty of kids activities but also culture'.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/4076/Screen_Shot_2016-04-19_at_12.45.30.png" alt="wayblazer" width="615"></p> <h3>11. Customer Segmentation</h3> <p>Plugging first- and third-party data into a clustering algorithm, then using the results in a CRM or custom experience system is a burgeoning use of machine learning.</p> <p>Companies such as <a href="https://econsultancy.com/blog/64743-predictive-analytics-machine-learning-and-the-future-of-personalization/">AgilOne</a> are allowing marketers to optimise email and website comms, continually learning from user behaviour.</p> <p><img src="https://assets.econsultancy.com/images/0004/7408/broadcast.jpg" alt="one does not" width="250" height="250"></p> <h3>12. Sales forecasting</h3> <p style="font-weight: normal;">Conversion management again, but this time using inbound communication.</p> <p style="font-weight: normal;">Much like predictive customer service, inbound emails can be analysed and appropriate action taken based on past behaviours and conversions.</p> <p style="font-weight: normal;">Should a responce be sent, a meeting invite, an alert created, or the lead disqualified altogether? Machine learning can help with this filtering process.</p> <h3>13. Image recognition </h3> <p>Google Photos allows you to search your photos for 'cats'. Facebook recognises faces, as does Snapchat Face Swap.</p> <p>AR relies on sophisticated recognition of the landscape in front of you, include other people, to accurately overlay holograms.</p> <p>Perhaps the coolest implementation of image recognition is DuLight from Baidu. Designed for the visually impaired, this early prototype recognises what is in front of the wearer and then describes it back to them.</p> <p>Of course, for marketers the uses could be manyfold, from content searching to innovative customer experiences.</p> <p><iframe src="https://www.youtube.com/embed/Xe5RcJ1JY3c?wmode=transparent" width="560" height="315"></iframe></p> <h3>14. Content generation</h3> <p>At the moment, content generation is chiefly done using structured data. <a href="https://econsultancy.com/blog/67256-should-writers-be-worried-about-automated-copywriting/">Wordsmith</a> is a platform that alllows the automatic generation of news articles, for example, from financial reports.</p> <p>This relies on the reports being fed into a CSV in the right way - it's essentially automation.</p> <p>However, in the not-too-distant future, the plan is to do this sort of content generation with unstructured data.</p> <p><img src="https://assets.econsultancy.com/images/0006/9502/sales_summary.png" alt="automated reports" width="615">  </p> <h3>15. Bots, PAs and messengers </h3> <p style="font-weight: normal;">Leaving probably the most notorious example to last, <a href="https://econsultancy.com/blog/67697-does-the-rise-of-messaging-apps-mean-brands-need-a-bot-strategy/">chatbots</a> are thought by many to be the future of user input on mobile, replacing apps.</p> <p style="font-weight: normal;">Simply talking or typing to a chatbot will allow a service to be delivered through the analysis of natural language combined with understanding of a brand's datasets.</p> <p>As <a href="http://techcrunch.com/2016/04/12/agents-on-messenger/">Techcrunch points out</a>, Facebook's platform, previewed at <a href="https://econsultancy.com/admin/blog_posts/67743-the-five-announcements-from-facebook-s-f8-conference-that-you-need-to-know-about/">F8</a>, could conservatively soon lead to chatbots replacing '1-800 numbers, offering more comfortable customer support experiences without the hassle of synchronous phone conversations, hold times and annoying phone trees.'</p> <h3>So, is there anything AI can't do?</h3> <p>It's worth pointing out that AI and machine learning still need people, such as Google's raters, to improve their accuracy and to train algorithms properly.</p> <p>Crowdsourcing of a workforce (e.g. Amazon's Mechanical Turk) will perhaps become a bigger industry as more AI brings a need for a human's guiding hand to adjust datasets.</p> <p>However, if you're doing a job that could conceivably be automated (and there are many listed above), AI could be more and more of a pressing issue.</p> tag:econsultancy.com,2008:Report/4092 2016-04-18T14:00:00+01:00 2016-04-18T14:00:00+01:00 Marketing Budgets 2016 <h2>Overview</h2> <p>The <strong>Marketing Budgets 2016 Report</strong>, published by Econsultancy in association with <a href="https://cloud.oracle.com/marketing-cloud" target="_self">Oracle Marketing Cloud</a>, is a bellwether for the health of the marketing industry.</p> <p>It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing.</p> <p>The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels. </p> <p>Almost 500 companies participated in this research, which took the form of an online survey during January and February 2016.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.</p> <p>As a result of collecting data and insight on the state of marketing budgets since 2010, the report allows you the opportunity to understand the results in the context of marketing budgets dating back to 2010 and any trends that have emerged.</p> <p><strong>Key findings from the report </strong></p> <ul> <li>Attitudes towards marketing budgets dip, as realities of the boardroom kick in</li> <li>Customer experience and measurability drive marketing technology spend</li> <li>Culture is stifling innovation... and the budget</li> </ul> <h2>Features of the report </h2> <p>This 54-page report looks in detail at how companies are allocating their online and offline marketing budgets in 2016. It explores the following areas:</p> <ul> <li>Marketing budget plans for 2016</li> <li>The CX impact</li> <li>Is the culture of ROI stifling innovation?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals around the world, as well as those who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields.</p> tag:econsultancy.com,2008:BlogPost/67746 2016-04-15T10:24:00+01:00 2016-04-15T10:24:00+01:00 10 action-packed digital marketing stats from this week Ben Davis <p>And for more useful data, check out Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a>.</p> <h3>46% of American millennials say it's important that people comment on their holiday snaps</h3> <p>Expedia's <a href="http://futurefoundation.net/wp-content/uploads/2016/04/Expedia-Millennial-Traveller-Report.pdf">Millennial Travel Report</a> has some delicious stats for those that are long in the tooth (and secretly hate millennials).</p> <p>The research surveyed 1,000 people in each of a number of international markets, asking them about vacations and online media.</p> <p>Here are some of the juicy findings:</p> <ul> <li>One in four millennials admit that it is important for people to comment on the holiday photos they post on social media.</li> <li>This rises to almost one in two American millennials (46%).</li> <li>42% of millennials say that their destination choice is influenced by others' holiday photos on social media.</li> <li>This is particularly true in America, where the proportion rises to 50%.</li> </ul> <p>Bleeding-edge technology is also of definite interest in the holiday market to millennials:</p> <ul> <li>Nearly 50% of millennials would like to use <a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality/">virtual reality to discover new holiday destinations</a>.</li> <li>68% would use a smart suitcase connected to the internet, trackable using a smartphone app.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/3971/Screen_Shot_2016-04-15_at_08.18.58.png" alt="millennials holidays" width="450"></p> <p><img src="https://assets.econsultancy.com/images/0007/3970/Screen_Shot_2016-04-15_at_08.19.36.png" alt="millennials holidays" width="450"></p> <h3>12% of PRs have no idea about advertising codes of conduct</h3> <p>A survey of 500 PR and marketing experts <a href="https://blog.takumi.com/takumi-s-position-on-the-cap-post-guidelines-cff3917aeb3d#.jethh7d8w">by Takumi</a> found that just 37% fully adhere to the the UK’s official advertising code.</p> <p>The fairly shocking findings include:</p> <ul> <li>12% had no idea what the CAP code of conduct is.</li> <li>Of those familiar with the recommendations, over a third (34.7%) choose not to adhere to it due to a lack of understanding or a reluctance to be transparent about paid-for content.</li> </ul> <p>Results differed sharply between smaller businesses (50-100 employees) and large brands (over 500 employees).</p> <ul> <li>When working with influencers, 50% of those surveyed in smaller businesses openly admitted they don’t fully comply with the CAP guidelines.</li> <li>For large brands, this drops to 20%.</li> </ul> <p>The survey also showed that marketers expect a lot from influencers: </p> <ul> <li>Nearly three quarters (72.7%) of marketers expect influencers to participate in brand campaigns for free in exchange for product or credit.</li> <li>19% have promised influencers paid work later down the line in return for their efforts.</li> <li>The average spend among those that do pay is £800 per post, with 12.5% paying over £1,000 for a single photo.</li> <li>The average total campaign spend is nearly £6,000 run seven times a year.</li> </ul> <p><em>For more on this topic, see our <a href="https://econsultancy.com/reports/the-rise-of-influencers/">Rise of the Influencers </a>report.</em></p> <p><em><img src="https://assets.econsultancy.com/images/resized/0007/1082/the-rise-of-influencers-report-full.jpg" alt="rise of the influencers" width="500"></em></p> <h3>UK digital adspend grew 16.4% in 2015 to over £8.6bn (the biggest growth in seven years)</h3> <p>There's a whole host of detail on the change in UK digital adspend, found within <a href="http://www.iabuk.net/about/press/archive/digital-adspend-grows-at-fastest-rate-for-seven-years#07IHcy57x7lhPFDA.99">the IAB's latest report</a>.</p> <p>The headline is, of course, big growth (16.4%) but how does that break down?</p> <p><strong>Mobile and video</strong> </p> <ul> <li>Mobile accounted for 78% of digital ad spend growth, increasing 60.3% year-on-year to £2.63bn (30.5% of all digital advertising).</li> <li>Video ad spend overall grew 50.7% to £711m.</li> <li>Video spend on mobile increased by 98% to £353m. </li> </ul> <p><strong>Content and social</strong></p> <ul> <li>Content and native advertising spend (includes native format ads in social) increased by 49.9% to £776m.</li> <li>Ad spend on social media grew 45% to £1.25bn.</li> <li>This social spend now accounts for 41% of banner/video display ad spend.</li> <li>Over 71% of social media spend goes on mobile.</li> </ul> <p><strong>Display by sector</strong> </p> <ul> <li>Display ad spend rose 24.5% year-on-year to reach a 35% share (£3.03bn) of digital ad spend.</li> <li>The share traded programmatically rose from 47% in 2014 to 60% (£1.60bn) in 2015.</li> <li>Consumer goods companies spent the most on banner and video display ads in 2015 (18% of spend).</li> <li>This sector was followed by travel &amp; transport (13.4%) and retailers (13.3%).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/3966/Screen_Shot_2016-04-14_at_20.25.47.png" alt="adspend uk" width="615"></p> <h3>PC shipments in Q1 2016 were down around 10% year-on-year (or 6m units)</h3> <p>Gartner and IDC both published their own estimations of PC shipments in Q1 2016. One identified a 9.6% fall and the other 11.3% (apparently conservative estimates, too).</p> <p>The detail from Gartner is as follows. PCs are defined as desktops and portables (laptops, netbooks etc).</p> <p><a href="http://www.gartner.com/newsroom/id/3280626"><strong>Gartner</strong></a></p> <p>Worldwide PC shipments = 64.8m units in Q1 2016.</p> <p>This is a 9.6% decline from Q1 2015 and the sixth consecutive quarter of PC shipments that has seen falling numbers.</p> <p>2007 was the last time (before this quarter) that shipment volume fell below 65m units.</p> <p><img src="https://assets.econsultancy.com/images/0007/3963/Screen_Shot_2016-04-14_at_19.25.19.png" alt="pc shipments gartner q1 2016" width="615"></p> <p><strong><a href="http://www.idc.com/getdoc.jsp?containerId=prUS41176916">IDC</a> vendor market share</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3964/Screen_Shot_2016-04-14_at_19.44.09.png" alt="idc pc vendor market share" width="615"></p> <h3>ASOS profits up 18%</h3> <p>Pre-tax profits are up, at £21m in the six months to February 29th.</p> <p>During that period, Black Friday and Cyber Monday saw record website visitors, with the company processing up to nine orders per second. </p> <p>Total sales rose 21% to £667m, while UK sales grew by 25% to £289.5m.</p> <p>The brand received lots of press coverage over its £2.7m loss in China during this period. ASOS announced it would be pulling out of China (<a href="https://econsultancy.com/blog/67735-five-reasons-asos-is-pulling-out-of-china/">for these reasons</a>).</p> <p><img src="https://assets.econsultancy.com/images/0007/3885/Screen_Shot_2016-04-11_at_16.52.45.png" alt="asos china" width="500"></p> <h3>Data breaches - rise of 85% in number of businesses choosing not to report lost records</h3> <p>Symantec’s <a href="https://www.symantec.com/security-center/threat-report">Global Internet Security Threats Report</a> makes for scary reading:</p> <ul> <li>2015 saw nine mega-breaches and an estimated 429m identities exposed, 23% more than 2014.</li> <li>However, the number of businesses that chose not to report the number of records lost jumped by 85%.</li> </ul> <p>Other key findings include:</p> <ul> <li>1m+ web attacks every day in 2015.</li> <li>43% of all attacks targeted at small businesses in 2015.</li> <li>UK ranked as the most targeted nation for spear phishing attacks.</li> </ul> <p>For more on data fraud, see our recent blog post on <a href="https://econsultancy.com/blog/67718-key-trends-in-online-identity-verification-so-everybody-knows-you-re-a-dog">trends in online verification</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/3967/Screen_Shot_2016-04-14_at_20.32.58.png" alt="data breaches unreported" width="450"></p> <h3>20% of marketers have created an actionable 'single customer view'</h3> <p>That's according to our latest Quarterly Intelligence Briefing: <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">The Pursuit of Data-Driven Maturity</a> (in association with Adobe).</p> <p>Other findings include:</p> <ul> <li>23% of respondents have no formal approach to better using data in marketing programmes.</li> <li>8% have a comprehensive data strategy.</li> <li>32% use first-party data to target similar audiences on third-party websites. </li> </ul> <p>The chart below shows further data-driven marketing approaches and the extent to which companies are applying them. </p> <h3> <img src="https://assets.econsultancy.com/images/0007/3914/Screen_Shot_2016-04-13_at_09.19.35.png" alt="single customer view" width="615">  </h3> <h3>Email provides greatest ROI of any digital marketing channel</h3> <p>This week saw the 10th anniversary edition of Econsultancy's <a href="https://econsultancy.com/reports/email-census-2016/">Email Marketing Industry Census</a>, in association with Adestra.</p> <p>Almost three-quarters (73%) of company respondents rated email marketing as ‘excellent’ or ‘good’ when it comes to ROI. This is up from 66% in 2015.</p> <p>Only 5% rate email poor for ROI. This figure is as high as 26% for display advertising.</p> <p>Over the past five years, the survey data shows a correlation between proportion of marketing budget allocated to email and subsequent proportion of sales attributable to email (see the chart below). </p> <p>However, with only 15% of the marketing budget (the proportion going on email in 2016) accounting for 23% of total sales, is email under appreciated?</p> <p><img src="https://assets.econsultancy.com/images/0007/3837/Screen_Shot_2016-04-11_at_15.02.13.png" alt="email deserves investment" width="615"></p> <h3>41% of B2B marketers admit their organisation is not customer-centric</h3> <p>But (more encouragingly) 74% of marketers think they are responsible for the customer experience.</p> <p>These stats come from a <a href="https://www.squiz.net/resources/who-owns-the-customer-journey/Squiz_Customer-Journey-SQ.pdf">survey by Squiz</a> of 150 B2B marketers.</p> <p>Other findings include:</p> <ul> <li>83% of B2B marketers recognise that customer centricity is “very important”.</li> <li>14% have difficulty gaining c-level support.</li> <li>Just 46% of marketers surveyed think other people within their organisation would agree they are responsible for CX.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/3965/Screen_Shot_2016-04-14_at_20.08.37.png" alt="survey - cx in b2b" width="450"></p> <h3>According to 32,198 emails, most retailers use boring subject lines</h3> <p style="font-weight: normal;">Parry Malm has written <a href="https://econsultancy.com/blog/67739-according-to-32-198-emails-most-retailers-use-boring-subject-lines/">another excellent blog post</a> for Econsultancy based on analysis of email subject lines.</p> <p>Phrasee looked at 2,598 retailers across the UK, USA, Canada, and Australia, from January through March. They scored each subject line on five key semantic categories: urgency, friendliness, offbeatness, directness and curiosity. </p> <p>The results (detailed in the chart below) revealed six types of email subject line being sent (go check out the post for further detail).</p> <p>63% of retailer subject lines were lumped together as pretty generic, being very direct, quite urgent, and sounding very similar in tone.</p> <p>Parry argues that retailers aren't doing enough to stand out when it comes to email copy and subject lines.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3877/retailer_subject_lines-blog-flyer.jpg" alt="retailer subject lines" width="470" height="334"> </p> tag:econsultancy.com,2008:BlogPost/67741 2016-04-13T14:39:00+01:00 2016-04-13T14:39:00+01:00 20% of marketers have created an actionable 'single customer view' Ben Davis <h3>How is marketing data being used?</h3> <p>As the survey report eloquently puts it, 'the pursuit of digital maturity is increasingly synonymous with the pursuit of data maturity.'</p> <p>With businesses commonly combining online and offline data, and data increasingly the foundation of every marketing action, this statement can be broadened. <strong>Marketing maturity = data maturity.</strong></p> <p>This data maturity in turn defines how easily marketers can engender a one-to-one interaction with customers at scale.</p> <p>This chart shows how marketer's responded when asked what they do with their marketing data.</p> <p><img src="https://assets.econsultancy.com/images/0007/3914/Screen_Shot_2016-04-13_at_09.19.35.png" alt="data maturity" width="615"></p> <p>The stand-out stats are that 39% of respondents either have an actionable SCV (20%) or are employing some form of predictive analytics to anticipate customer behaviour (19%).</p> <p>Further down the maturity scale, it's also encouraging to see 32% of respondents targeting lookalike audiences on third-party websites or applications.</p> <p>This has been popularised by technology from Facebook (<a href="https://econsultancy.com/blog/65505-lookalike-audiences-the-next-big-thing-in-marketing/">Lookalike Audiences</a> functionality was expanded in 2014), Twitter and Google (<a href="https://econsultancy.com/blog/66979-google-customer-match-what-does-it-mean-for-marketers">Customer Match</a> was launched in 2015).</p> <p>Of course, <a href="https://econsultancy.com/reports/rtb-buyers-guide/">DMPs and DSPs</a> have allowed this tactic across paid media for some time now.<strong><br></strong></p> <p>When it comes to attribution, 26% of respondents are going beyond 'first touch' or 'last touch' models.</p> <p>Though this is a long way from a majority, it's still a promising figure, given attribution technology's seemingly perennial status as marketers' bête noire.</p> <h3>Do organisations have a data strategy in place?</h3> <p>Though the data maturity of client-side respondents seems encouraging, the data strategy responses show organisations are still working hard to get their houses in order.</p> <p>Fully 23% of respondents have no formal approach whatsoever (see Figure 4 below). 51% are working towards a strategy.</p> <p>However, 18% admit to gaps in an otherwise solid data strategy. This means a combined 26% are bullish about data strategy. </p> <p><img src="https://assets.econsultancy.com/images/0007/3915/Screen_Shot_2016-04-13_at_09.33.09.png" alt="DATA STRATEGY" width="615"></p> <h3>What else is in the report?</h3> <p>Data-driven marketing has enormous implications for structures, tools, processes and people within an organisation.</p> <p>This <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-the-pursuit-of-data-driven-maturity/">Quarterly Digital Intelligence Briefing</a> assays many aspects of this business transformation, surveying over 3,600 marketing, digital and ecommerce professionals, in November 2015.</p> <p>Topics include return on data, a whole customer view, audience amplification, predictive analytics and outpacing the competition.</p> tag:econsultancy.com,2008:Report/4083 2016-04-13T12:00:00+01:00 2016-04-13T12:00:00+01:00 Quarterly Digital Intelligence Briefing: The Pursuit of Data-Driven Maturity <p><strong>The Pursuit of Data-Driven Maturity </strong>report, based on a survey conducted by Econsultancy and <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong>, examines the extent to which organisations are investing time, expertise and budgets to make data-driven marketing a reality. The research also explores adoption levels for more advanced techniques, such as audience amplification and predictive analytics.</p> <p>The report is based on a global survey of more than 3,600 marketers and ecommerce professionals carried out at the end of 2015.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>Introduction</li> <li>Building a data-driven strategy</li> <li>The return on data</li> <li>Moving to a whole customer view</li> <li>Audience amplification: finding new customers with data</li> <li>Understanding tomorrow's customers with predictive analytics</li> <li>Outpacing the competition</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Most companies either have no formal approach whatsoever to <strong>using data in marketing programmes</strong> (23%) or are working towards a strategic approach, but haven’t arrived at one yet (51%). Only 26% of responding organisations have a solid data-driven marketing strategy in place.</li> <li>The <strong>online/offline divide</strong> still exists in 60% of organisations surveyed and 83% struggle with merging their data points.</li> <li>Only 7% of those surveyed exploit <strong>audience amplification</strong> as much as they can, while 13% are doing some work, aided by external support.</li> <li>Less than a fifth (19%) indicate they have technology and processes designed to <strong>predict the needs and behaviours</strong> of customers and prospects.</li> <li>Two in five (41%) report that <strong>marketing takes a back seat</strong> to IT/tech groups in managing its data, with 45% suggesting that marketing can’t make decisions on new technology investments.</li> <li>More than two-fifths (43%) are not using <strong>mobile data</strong> in any meaningful way, while only a fifth collect data on how mobile affects the customer journey. Even smaller proportions are using mobile data for geo-targeting (17%) or uncovering differences between customers (16%).</li> <li>A third (34%) of responding companies rely on individuals/teams separately managing point solutions and delivering insights to a central repository. At the other end of the spectrum, only 13% are using <strong>cloud-based technology</strong> that includes solutions across marketing goals.</li> </ul> <p><strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/67732 2016-04-13T01:00:00+01:00 2016-04-13T01:00:00+01:00 Customer Experience in Manila: Joining up online & offline data Jeff Rajeck <p>'Optimizing the customer experience' was voted the most exciting opportunity for marketers in our recent <a href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2016-digital-trends/">Quarterly Digital Intelligence Briefing 2016 Digital Trends</a>.</p> <p> <img src="https://assets.econsultancy.com/images/0007/3681/1.PNG" alt="" width="781" height="313"></p> <p><strong>How is Customer Experience (CX) going out there in the real world, though?</strong> What issues are companies facing as they try to keep up with the CX trends and implement best practices?</p> <h3>Upcoming roundtables: Jakarta (April 14th) and Bangkok (April 21st) </h3> <p>The roundtables covered three topics all related to CX and were moderated by subject matter experts from Econsultancy and our event sponsor IBM. </p> <p>Delegates brought experiences from many different companies and industries and they openly discussed their success stories and challenges with the group.</p> <p>Please note that Econsultancy, in association with IBM, is continuing this CX roundtable discussion series for client-side marketers in:</p> <ul> <li><a href="https://econsultancy.com/events/cx-sea-roundtable-series-jakarta/">Jakarta on Thursday, April 14th</a></li> <li><a href="https://econsultancy.com/events/cx-sea-roundtable-series-bangkok/">Bangkok on Thursday, April 21st</a></li> </ul> <p>If you are a client-side marketer and would like to attend either event, please click the relevant link above to register your interest.</p> <h3>Joining up online &amp; offline data</h3> <p>For almost every organisation, customer experience (CX) includes both online and offline touchpoints.</p> <p>Nearly every attendee indicated that they have to manage data from both online and offline customer journey touchpoints and all participants agreed that integration of online and offline channel data is a must.</p> <p>This lines up with the results from our 2015 global survey, <a href="https://econsultancy.com/reports/understanding-the-customer-journey/">Understanding the Customer Journey</a>, in which more than nine in ten (92%) indicated that they had offline channels relevant to their business. </p> <h3>Challenges faced</h3> <p>Though most participants were keen to integrate online and offline data, the ability to do so was not as common.  </p> <p>Most participants said that they faced many challenges with joining online and offline data.</p> <p>This point was also raised in the Understanding the Customer Journey report, in which <strong>71% of marketers indicated they have little or no data management across touchpoints</strong>.</p> <p>Some of the challenges the roundtable participants face are listed below</p> <h4>1. Collecting offline data</h4> <p>The first challenge marketers faced when trying to join online and offline data was collecting offline data and recording it digitally.</p> <p>Many expressed frustrations that solutions in this area were not effective at helping them link online with offline customer experiences.  </p> <p>One participant noted, however, that hotels have managed to do this very well.  </p> <p>Previously, hotel guests would have to queue at the front desk to check-in as that is the only place where data was available to staff.  </p> <p>Now, many hotels have empowered their staff to conduct check-in and collect the required data at many different touchpoints, even in the hotel guest's room.</p> <p>Other marketers in the region feel the same.</p> <p>Econsultancy's recent survey report, the <a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia/">State of Email &amp; Marketing Automation in South-East Asia</a>, revealed that <strong>71% of company marketers feel that their ability to gather the data was 'average' or below</strong>, with less just 8% saying it was 'excellent'.</p> <p><img src="https://assets.econsultancy.com/images/0007/3806/Picture1.jpg" alt="" width="605" height="429"></p> <h4>2. Managing data</h4> <p>With all of the online, offline, and CRM data available, joining the various touchpoints of the customer journey also requires a great deal of data management.  </p> <p>Most participants indicated that they have data from many online and offline touchpoints and experience difficulty in finding meaning in it, even when they are able to collect it.</p> <p>One way businesses are managing offline data and discovering insights is by using Google AdWords' offline data capability.</p> <p>Google AdWords links online searches with the location of the searcher using GPS data.</p> <p>When it is configured properly,<strong> AdWords reports can tell businesses which AdWords ads are driving offline as well as online visits</strong>.</p> <p><img src="https://assets.econsultancy.com/images/0007/3807/adwords.jpg" alt="" width="638" height="359"></p> <h4>3. Cost</h4> <p>Once the data is collected and being managed then, according to participants, marketers will also need a system to help them use it effectively.  </p> <p>One attendee reported that justifying the cost of such solutions was a challenge as the cost is high and demonstrating return on investment (ROI) is difficult.</p> <p>Cost is always an issue when marketers are implementing new systems, but there is some hope.</p> <p>In Econsultancy's <a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia/">recent survey of South-East Asian marketers</a>, respondents revealed that <strong>more than half (63%) of all companies in the region will be increasing their budget for email marketing and automation in 2016.</strong></p> <p>Should a business rely on offline data to improve their email and marketing automation, then marketers could allocate some of that budget increase to help joining online and offline data.</p> <p><img src="https://assets.econsultancy.com/images/0007/3808/1.JPG" alt="" width="829" height="550"></p> <h3>Solutions</h3> <p>Along with listing the problems marketers face in joining online and offline data, participants in the roundtable also mentioned a few solutions.</p> <h4>1. Simplify the initiative</h4> <p>Participants agreed that the best way to approach the difficulty of joining online and offline data is to initially aim for a small, simple solution.</p> <p>Look at how, when, and where you are connecting with customers and pick one offline-to-online or online-to-offline experience to improve.</p> <p>One participant suggested that<strong> being able to greet regular customers by name at an offline location was a good way to start.</strong></p> <h4>2. Segment your audience</h4> <p>Then, simplify even further by identifying a particular audience for whom that experience matters the most.  </p> <p>According to one attendee, it is overwhelming to try and improve CX for 'everyone at once'.</p> <p>In the hotel example above,<strong> a CX initiative could start by joining the online and offline data for the business traveler</strong>, and then move on to other segments from there.</p> <h4>3. Set KPIs and ROI</h4> <p>Finally, participants urged that any new programme to improve joining online and offline data should have key performance indicators (KPIs) so that improvements can be measured and tracked.</p> <p>That is, it's not sufficient to simply improve how your organisation joins online and offline data; there has to be a specific business results such an effort is trying to influence.</p> <p>Then once you are seeing an improvement in the KPI, you can move to measuring your return on investment (ROI). </p> <p><strong>Initiatives which fail to specify and improve on KPIs are often stopped</strong>, one attendee noted.</p> <p><img src="https://assets.econsultancy.com/images/0007/3809/2.JPG" alt="" width="813" height="549"></p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the client-side marketers who participated on the day and our sponsor for the event, IBM.</p> <p>We would like to extend a special thanks to the table moderator for the Joining Up Online and Offline Channels Data table, <strong>Rovy Rivera, Senior Manager of Digital Performance &amp; Analytics at Globe Telecom.</strong></p> <p>We appreciate all of the helpful discussion points participants provided on the day and we hope to see you all at our upcoming Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0007/3816/moderators.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:BlogPost/67711 2016-04-07T14:45:00+01:00 2016-04-07T14:45:00+01:00 Is Twitter becoming a dark social channel? Patricio Robles <p><a href="https://blog.twitter.com/2016/an-easier-way-to-share-tweets-privately">According to</a> Twitter product manager Somas Thyagaraja...</p> <blockquote> <p>Every day, millions of people send Direct Messages to communicate privately with friends, family, experts, brands, and anyone else they find interesting on Twitter.</p> <p>In fact, we’ve seen the number of messages sent grow over 60% in 2015. And the number of Tweets shared privately has grown even faster, at 200% in just the second half of last year.</p> </blockquote> <p>In other words, a growing amount of the conversation and sharing activity on Twitter is taking place away from public view, where it can be monitored and analyzed, meaning that Twitter is increasingly doubling as a dark social channel.</p> <p><img src="https://assets.econsultancy.com/images/0007/3714/Message_Button_1.gif" alt="" width="357" height="357"></p> <p>The good news: brands can benefit as Twitter gives users more flexibility to engage in private conversation and sharing, and encourages this behavior through additions like the new Message button.</p> <p>The potentially not-so-good news: as with other <a href="https://econsultancy.com/blog/67536-three-dark-social-channels-with-a-billion-active-users-how-to-use-them">large dark social channels</a>, brands will need to be more thoughtful about how they track activity on Twitter to ensure they understand how fruitful their campaigns are.</p> <p>Retweets, while still an important metric, don't tell the full story of sharing on a platform that is increasingly home to private sharing activity.</p> <p>Because of this, brands will need to engage in deeper analysis if they want to track content sharing on Twitter.</p> <p>For example, for tweets that include external links, brands may find it useful to compare traffic attributed to Twitter to public retweet activity to identify tweets that are likely being shared in higher numbers privately.</p> <p>Obviously, higher-than-expected traffic from a tweet that was retweeted by users with fewer followers could suggest more private sharing.</p> <p>Overall it might be impossible for brands to monitor private sharing in a fully accurate way unless Twitter eventually offers analytics tools for this purpose.</p> <p>But if brands don't at least attempt to identify this activity they could be left with an inaccurate understanding of how their content is being distributed, which could in turn lead to misguided strategy and content marketing decisions.</p>