Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. So it is...
Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. So it is no surprise that when we asked global marketing experts about marketing in 2017, many of them came back with predictions about data-driven marketing. And whether that is specifically related to connecting the right data across disparate tools, collecting the right data, focusing on the right data, or even just paying...
Marketing equals data and data equals marketing. These two things go hand in hand as marketing technology becomes a bigger driver in marketing itself. So it is no surprise that when we asked...
The line between a lot of data and too much data is razor-thin. All marketers and salespeople want the former, but achieving the latter is all too easy if we...
The line between a lot of data and too much data is razor-thin. All marketers and salespeople want the former, but achieving the latter is all too easy if we don’t use data standards. Standards make data uniform. They drive information into a database and record it there in a consistent, predictable, and homogenous way. This common format enables “collaborative research, large-scale analytics, and sharing of sophisticated tools and methodologies” (OHDSI). With more consistent...
The line between a lot of data and too much data is razor-thin. All marketers and salespeople want the former, but achieving the latter is all too easy if we don’t use data standards. Standards make...
Ok, ok my title is just a tad self-serving, being the coffee-consuming-beast that I am but... you get the point. Over seven million. That's how many hits I got...
Ok, ok my title is just a tad self-serving, being the coffee-consuming-beast that I am but... you get the point. Over seven million. That's how many hits I got back when I Googled the term "data driven marketing." Quite frankly I am surprised it was not higher given the amount of "talk on the street" there is about it. It's not necessarily a new phrase per se as back in 2015, Adweek described it as "... once a novel type of marketing, has evolved to become an integral...
Ok, ok my title is just a tad self-serving, being the coffee-consuming-beast that I am but... you get the point. Over seven million. That's how many hits I got back when I Googled the term "data...
Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools...
Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools has increased significantly almost to the point of not knowing what to do with all the insights. With such a high volume of data available, it comes as no surprise that the information it holds will change how we approach marketing in 2017 and beyond. Here are some of the ways I see data changing my approach to...
Data has been driving many aspects of business success for the last few years, especially as the amount of information available to us through analytics tools has increased significantly almost to the...
“It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. But what exactly do we mean when we use the word...
“It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. But what exactly do we mean when we use the word ‘data’? These days when marketers use the term, it’s often assumed they’re referring to numbers. In business, numbers are powerful, ever-present, and eye-popping. They help turn complex stories about revenue and customers into things that are easy to digest, like dollar figures, delta percentages, and conversion...
“It is a capital mistake to theorize before one has data,” the famous problem-solver Sherlock Holmes once said. But what exactly do we mean when we use the word ‘data’? These days when marketers use...
The data revolution is both a blessing and a challenge for the Modern Marketer. On the one hand, we now have access to more information about our prospects and...
The data revolution is both a blessing and a challenge for the Modern Marketer. On the one hand, we now have access to more information about our prospects and customers than ever before. On the other, we are confronted with huge volumes of data that have to be properly collated, attributed, and analysed if we are to extract any marketing value. The end of the linear customer journey One of the many reasons for this explosion in data is that customers and prospects are now...
The data revolution is both a blessing and a challenge for the Modern Marketer. On the one hand, we now have access to more information about our prospects and customers than ever before. On the...
Who are you really marketing to? It may sound like a crazy question, but it’s increasingly difficult for marketers to answer these days. Prospects and...
Who are you really marketing to? It may sound like a crazy question, but it’s increasingly difficult for marketers to answer these days. Prospects and customers can no longer be seen as having a single customer journey. They exist, operate, and interact with brands on multiple platforms, devices, and channels. More than 60% of UK adults online use two or more devices daily. Not only do you have different customers and prospects interacting in different places, but also the...
Who are you really marketing to? It may sound like a crazy question, but it’s increasingly difficult for marketers to answer these days. Prospects and customers can no longer be seen as having a...
Anytime anyone uses the word "irrefutable" you know they mean business. The definition alone tells you just how serious whatever context they're using the word...
Anytime anyone uses the word "irrefutable" you know they mean business. The definition alone tells you just how serious whatever context they're using the word in is - as it were: impossible to deny or disprove. Even the definition has a serious word in it: impossible. So when I write these are 3 irrefutable data driven marketing points I am going to make, you know I mean business. 1. It Starts With Culture Let's just cut right to the chase. Marketing leaders must create a...
Anytime anyone uses the word "irrefutable" you know they mean business. The definition alone tells you just how serious whatever context they're using the word in is - as it were: impossible to deny...
Marketers love to get data about their customers, which helps them gauge patterns, predict behavior, build profiles, and serve up great content at the right...
Marketers love to get data about their customers, which helps them gauge patterns, predict behavior, build profiles, and serve up great content at the right time through the right channels. But there is a big difference in how first-party data and third-party data are perceived by marketers. First-party data, which companies get on their own through research, tests, and even qualitative interviews, is more trusted. Third-party data, which companies get out-of-house from other...
Marketers love to get data about their customers, which helps them gauge patterns, predict behavior, build profiles, and serve up great content at the right time through the right channels. But there...
